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

In The Challenger Customer, CEB research identifies the Mobilizer customer as a critical player on the buyer panel. Engaging and challenging this individual is crucial to your deal’s success.

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

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  1. The Challenger Customer: How to Identify and Engage the Right Customers Brent Adamson Principal Executive Advisor CEB Justin Shriber Head of Marketing LinkedIn Sales Solutions

  2. Tapping into Social Media is Becoming the Norm 71% Use Social Selling to build and nurture relationships 83% Say social selling tools are “important” or “very important” for closing deals 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

  3. An Introduction to The Challenger Customer Brent Adamson @brentadamson

  4. Bigger Groups, Fewer Purchases 100% 5.4 Average Buying Group Size 81% 60% 60% Purchase Likelihood 53% 50% 55% 31% 0% 1 2 3 4 5 6+ n = 3,000. Size of Buying Team

  5. The Lowest Common Denominator Stakeholder 1 Mental Model Goal Priorities Metrics Means Stakeholder 2 Mental Model Goal Priorities Metrics Means Stakeholder 3 Mental Model Goal Priorities Metrics Means

  6. Seven Types of Customer Stakeholders The Friend The Skeptic The Go-Getter The Climber The Blocker The Guide The Teacher

  7. Mobilizer™ Customers Get the Deal Done “Mobilizer Customers” “Talkers” Highly Likely 1. 0x 0.89x 0.66x Organizational Action Likelihood to Drive 0.23x The Friend The Climber The Blocker The Go- Getter The Teacher The Skeptic The Guide -0.20x -0.22x Highly Unlikely -0.95x n = 717. Source: CEB analysis.

  8. What Now? 1. Identify Mobilizer Customers, not “Customer Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change

  9. Finding Mobilizers

  10. What Now? 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change

  11. Drivers of Changing a Customer’s Purchase Path Magnitude of Driver Impact Representing a Smart/ Expert Perspective Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Being Easy to Understand 0.013 (0.132) (0.096) (0.047) Non-Statistically Significant Drivers

  12. Drivers of Changing a Customer’s Purchase Path Magnitude of Driver Impact 0.446 Representing a Smart/ Expert Perspective 0.302 Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Being Easy to Understand 0.013 Teaching Customer Something New about Their Business Needs/ Challenges Providing the Customer with Compelling Reasons to Take Action (0.132) (0.096) (0.047) Statistically Significant Drivers Non-Statistically Significant Drivers

  13. Break down the “A,” then Build up the “B” Current A Desired B Beliefs/Behavior Beliefs/Behavior

  14. What Now? 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change

  15. How to Engage Mobilizers 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 Customer Coaches the Rep Rep Coaches the Customer

  16. Sales and Marketing can tag team on content Reps post insightful content…. …and buyers engage

  17. 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 CEB equips organizations through 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 For more information, please visit: ChallengerCustomer.com For more information, please visit: sales.linkedin.com

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