The Challenger Customer: How to Identify and Engage the Right Customer

The Challenger Customer: How to Identify and Engage the Right Customer

• 1.
  The Challenger Customer: Howto Identify and Engage the Right Customers Justin Shriber Head of Marketing LinkedIn Sales Solutions Brent Adamson Principal Executive Advisor CEB
• 2.
  Tapping into SocialMedia is Becoming the Norm Use Social Selling to build and nurture relationships Say social selling tools are “important” or “very important” for closing deals 71% 83% 90% Of top sales people use social selling tools, compared with 71% of all sales professionals Source: 2016 LinkedIn survey of US Sales and Business Development Professionals; n=1017
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  An Introduction to TheChallenger Customer Brent Adamson @brentadamson
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  n = 3,000. 0% 50% 100% 81% 55% 53% 31% 12 3 4 5 6+ Size of Buying Team 60% Purchase Likelihood 60% 5.4 Average Buying Group Size Bigger Groups, Fewer Purchases
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  Stakeholder 1 Mental Model Goal Priorities Metrics Means Stakeholder2 Mental Model Goal Priorities Metrics Means Stakeholder 3 Mental Model Goal Priorities Metrics Means The Lowest Common Denominator
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  The Teacher TheBlockerThe ClimberThe Guide The Go-Getter The FriendThe Skeptic Seven Types of Customer Stakeholders
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  Mobilizer™ Customers Getthe Deal Done Highly Likely Highly Unlikely 1.0x 0.89x 0.66x 0.23x -0.20x -0.22x -0.95x LikelihoodtoDrive OrganizationalAction n = 717. Source: CEB analysis. “Mobilizer Customers” “Talkers” The Go- Getter The Teacher The Skeptic The Guide The Friend The Climber The Blocker
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  1. Identify MobilizerCustomers, not “Customer Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change What Now?
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  Finding Mobilizers
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  1. Identify Mobilizersversus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change What Now?
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  0.013 (0.047) (0.096) (0.132) MagnitudeofDriverImpact Representinga Smart/ Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Non-Statistically Significant Drivers Drivers of Changing a Customer’s Purchase Path
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  Statistically Significant Drivers 0.302 0.013 (0.047)(0.096) (0.132) MagnitudeofDriverImpact 0.446 Teaching Customer Something New about Their Business Needs/ Challenges Providing the Customer with Compelling Reasons to Take Action Representing a Smart/ Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Non-Statistically Significant Drivers Drivers of Changing a Customer’s Purchase Path
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  Current Beliefs/Behavior Desired Beliefs/Behavior A B Break downthe “A,” then Build up the “B”
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  1. Identify Mobilizersversus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change What Now?
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  Customer Coaches theRep Rep Coaches the Customer Core Rep Engagement Strategy Star Rep Engagement Strategy 1.  Understand stakeholders’ goals 2.  Determine criteria for purchase 3.  Understand stakeholders’ relation to each other 1.  Arm the customer to teach 2.  Help buyers build consensus 3.  Help customers understand purchase process How to Engage Mobilizers
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  Sales and Marketingcan tag team on content Reps post insightful content…. …and buyers engage
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  CEB equips organizationsthrough best practices, tools, and implementation support to: •  Source, assess and develop ChallengerTM sellers •  Develop sales talent to engage MobilizerTM customers •  Create Commercial Insights •  Drive efficiency and impact through sales enablement Linkedin Sales Navigator is a stand-alone, premium version of LinkedIn, specifically designed to help you: •  Identify and focus on the right people and companies •  Leverage your network for warm introductions •  Stay informed on key account updates •  Build trust with your prospects and customers For more information, please visit: ChallengerCustomer.com For more information, please visit: sales.linkedin.com