Beyond the Challenger Sale Part 2: Focus on Value & Make your Product Easy to Buy (with Brent Adamson, Author ”The Challenger Sale” & ”The Challenger Customer”)
One Knight in Product2 Loka 2022

Beyond the Challenger Sale Part 2: Focus on Value & Make your Product Easy to Buy (with Brent Adamson, Author ”The Challenger Sale” & ”The Challenger Customer”)

Brent Adamson is a former Harvard professor turned Wall Street Journal award-winning author and sales researcher. He co-authored "The Challenger Sale" and "The Challenger Customer" with my former guest Matt Dixon, and these days is challenging us to concentrate on making products easy to buy, not easy to sell.

Here are some of the highlights of our discussion:

1. The Challenger Sale shook up the world of sales, but The Challenger Customer was the inevitable follow up

They did further research after the first book and identified a new protagonist, the "Mobilizer", who can be your best advocate within the company (but not a champion!)

2. It takes 5.4 people within an organisation to make a purchase decision & the number's rising

It's getting more & more complicated selling into organisations, and the buying journey has become like spaghetti. Finding the "economic buyer" is no longer enough to land the sale.

3. There's a difference between emerging demand and established demand

If you're going after established demand and known solutions you're going to get dragged into a price-based bake-off. Challengers find unknown pains, challenge the status quo & break the frame

4. Some customers don't even know how to buy any solution, let alone your solution

Buyer journeys are complex & some customers can be surprised when things get held up. But you're not, you've seen it all before! Give them the info they need to help close the sale from their side.

5. It's not good enough to just be insightful anymore, The smartness arms race ended in a draw

Being really insightful is table stakes. You need to be able to help your customers frame their decision and give them confidence in the decisions they're making for their company.

.. And much more!

Check out Matt's episode

I interviewed Brent's co-author and co-conspirator Matt Dixon about his work and how customer indecision is a critical problem for B2B sales. Check out the episode here.

Buy "The Challenger Sale"

"The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades."

Check it out on Amazon.

Buy "The Challenger Customer"

"In The Challenger Sale, Matthew Dixon and Brent Adamson overturned decades of conventional wisdom with a bold new approach to sales. Now they reveal something even more surprising: the highest-performing sales teams don't focus on friendly, attentive customers. Instead, they target challenger customers. Challenger customers are sceptical, less interested in meeting and ultimately indifferent as to who wins the deal. But they also have the credibility, persuasive skill and will to challenge the status quo that will get a deal to the finish line far more often than customers who are easier to connect with."

Check it out on Amazon.

Contact Brent

You can hit Brent up on LinkedIn.

Jaksot(269)

Valentine’s Special! A Love Letter to Problems, not Solutions (with Uri Levine, Founder @ Waze & Author ”Fall in Love with the Problem, not the Solution”)

Valentine’s Special! A Love Letter to Problems, not Solutions (with Uri Levine, Founder @ Waze & Author ”Fall in Love with the Problem, not the Solution”)

Uri Levine is a 2x 'Unicorn' Builder (Duocorn) who co-founded Waze and is a former investor and board member in Moovit. Uri recently published his book, "Fall in Love with the Problem, Not the Solutio...

14 Helmi 202341min

Adam & Jason Talk All About Product Strategy (with Adam Thomas & Me, Two Product Management Talking Heads)

Adam & Jason Talk All About Product Strategy (with Adam Thomas & Me, Two Product Management Talking Heads)

And now... for something completely different. The other day, I did an experimental webinar with my former podcast guest Adam Thomas where we talked about some audience-submitted questions about produ...

5 Helmi 202326min

The Power of Storytelling for Cross-Functional Alignment (with Ronke Majekodunmi, Director of Product Management @ Promevo)

The Power of Storytelling for Cross-Functional Alignment (with Ronke Majekodunmi, Director of Product Management @ Promevo)

About the Episode Ronke Majekodunmi is a product leader and featured Product School speaker who is passionate about using the power of storytelling to help drive cross-functional alignment. We spoke a...

29 Tammi 202335min

OKRs: The Gateway Drug to Agility & Good Product Management (with Jeff Gothelf, Product Management Consultant & Co-author ”Lean UX” )

OKRs: The Gateway Drug to Agility & Good Product Management (with Jeff Gothelf, Product Management Consultant & Co-author ”Lean UX” )

About the Episode Jeff Gothelf is a product coach, author, speaker and trainer who is currently trying to get companies to work with outcomes, not outputs. He's written two classic books: Sense & Resp...

22 Tammi 202344min

Getting the GIST of Evidence-Guided Product Development (with Itamar Gilad, Product Management coach, speaker and author)

Getting the GIST of Evidence-Guided Product Development (with Itamar Gilad, Product Management coach, speaker and author)

About the Episode Itamar Gilad is a product coach, consultant and regular content author who's worked at IBM, Microsoft and Google. Nowadays, he's trying to help companies get away from the feature fa...

15 Tammi 202343min

Practice Makes Perfect: Embracing the Messy Reality of Product Management (with Matt LeMay, Product Management Consultant & Author ”Product Management in Practice”)

Practice Makes Perfect: Embracing the Messy Reality of Product Management (with Matt LeMay, Product Management Consultant & Author ”Product Management in Practice”)

Matt LeMay is a product management consultant, coach and author of "Product Management in Practice", a book that aims to demystify product management and give you a practical, tactical guide for every...

8 Tammi 202344min

Going Global! When and How to Take your Product International (with Chui Chui Tan, International Growth Adviser & Director @ Beyō Global)

Going Global! When and How to Take your Product International (with Chui Chui Tan, International Growth Adviser & Director @ Beyō Global)

Chui Chui Tan is an International Growth Adviser and Culturalisation Strategist who has worked with big brands like Spotify to ensure they have successful market expansions. I spoke to her about some ...

3 Tammi 202337min

Helping Tech Teams Get Closer to ”The Business” with Effective Conversations (with Douglas Squirrel, Founder @ Squirrel Squared & Co-Author ”Agile Conversations”)

Helping Tech Teams Get Closer to ”The Business” with Effective Conversations (with Douglas Squirrel, Founder @ Squirrel Squared & Co-Author ”Agile Conversations”)

Douglas Squirrel, or Squirrel to his friends, is a long-time tech and agile consultant who claims to have been fired from every CTO job he's ever had. He's here to try to get tech teams closer to "the...

18 Joulu 202236min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
psykopodiaa-podcast
rss-rahapodi
rss-sisalto-kuntoon
ostan-asuntoja-podcast
rss-rahamania
rss-lahtijat
rss-startup-ministerio
rss-seuraava-potilas
rahapuhetta
hyva-paha-johtaminen
rss-karon-grilli
oppimisen-psykologia
sijoituspodi
lakicast
rss-bisnesta-bebeja
rss-yrittajan-mindset
rss-viisas-raha-podi
rss-porssipodi