Based on CEB research, 53% of business people surveyed say that this drives customer loyalty.
What is the "SALES EXPERIENCE"?
100
Where teaching ties directly back to some capability where we outperform our competitiors.
What is "LEAD TO YOUR UNIQUE STRENGTHS"?
100
The four progressive "layers" of tailoring.
What are "INDUSTRY, COMPANY, ROLE AND INDIVIDUAL"?
100
Being synonymous with negotiation; Reps do it only regarding matters of money; Reps will become too aggressive if asked to do it.
What are "3 MISCONCEPTIONS ABOUT TAKING CONTROL"?
100
In this step, you establish credibility and make customers feel comfortable.
What is the "WARMER"?
200
"Widespread support for the supplier across my organization" is the most important driver of customer loyalty for this customer group.
What are "DECISION MAKERS"?
200
Putting data, information or insight in front of a customer that makes them think differently about their business.
What is "CHALLENGE CUSTOMERS' ASSUMPTIONS"?
200
This internal UPS function can help salespeople tailor their message with industry insights.
What is "SEGMENT MARKETING"?
200
Negotiation, Stakeholder Selection and Driving Momentum into a Deal.
What are "3 WAYS CHALLENGERS TAKE CONTROL OF THE BUYING PROCESS"?
200
In this step, you deliver insight customers have not yet recognized or fully appreciate.
What is the "REFRAME"?
300
This customer group wants "honest, outside perspectives that help them be more effective at their jobs".
What are "INFLUENCERS/END USERS?
300
Building a compelling business case for why action matters, what's in it for the customer to fix their problem.
What is "CATALYZE ACTION"?
300
Annual reports, investor calls, press releases and earning reports provide salespeople insights for this layer of tailoring.
What is "COMPANY"?
300
This requires that reps coach and equip Mobilizers to lead the broader organization to consensus on a new vision of change.
What is "COMMERCIAL COACHING"?
300
In this step, you quantify the costs of not solving the problem and create a sense of urgency.
What is "RATIONAL DROWNING"?
400
Name the three customer stakeholder profiles referred to as "Mobilizers".
What are "THE GO GETTER, THE TEACHER AND THE SKEPTIC"?
400
Developing a small set of well-scripted insights to use with the right customers based on a common set of needs.
What is "SCALE ACROSS CUSTOMERS"?
400
Based on the research, messaging is rarely tailored to these two "layers" of tailoring.
What are "ROLE AND INDIVIDUAL"?
400
The 3 different behaviors reps might use when attempting to take control (Rep Behavior Spectrum).
What are "PASSIVE, ASSERTIVE AND AGGRESSIVE"?
400
In this step, you personalize the problem causing the customer to "hit bottom".
What is "EMOTIONAL IMPACT"?
500
Name the three customer stakeholder profiles referred to as "Talkers".
What are "THE GUIDE, THE FRIEND AND THE CLIMBER"?
500
Lead to Your Unique Strengths, Challenge Customers' Assumptions, Catalyze Action and Scale Across Customers are the four key rules of this.
What is "EFFECTIVE COMMERCIAL TEACHING"?
500
Any given customer stakeholder likely falls into one of seven distinct profiles, each of which falls into one of these three groups.
What are "MOBILIZERS, TALKERS AND BLOCKERS"?
500
Is Comfortable Discussing Money/ROI and Creates Constructive Tension to Drive Action.
What are "CHALLENGER TRAITS FOR TAKING CONTROL"
500
In these last two steps, you: 1) propose a solution that's implicitly tied to the identified unique differentiators and 2) introduce product and service offerings and an implementation path.
What are "VALUE PROPOSITION (A NEW WAY FORWARD) AND OUR SOLUTION AND IMPLEMENTATION MAP"?