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)

Product Processes & the Importance of Work / Life Balance (with Busayomi Omotosho, PM @ Softcom)

Product Processes & the Importance of Work / Life Balance (with Busayomi Omotosho, PM @ Softcom)

An interview with Busayomi Omotosho, Product Manager at Softcom. Busayomi speaks to me about Softcom's mission to connect consumers to businesses across Africa, her past working in LegalTech, how you ...

30 Joulu 202031min

Growing a PM career & the importance of side hustles (with Victoria Tkatch, Senior PM @ Sonos)

Growing a PM career & the importance of side hustles (with Victoria Tkatch, Senior PM @ Sonos)

An interview with Victoria Tkatch, Senior Product Manager at Sonos. Victoria is an ambitious, driven professional, operating at a million miles an hour, and she's definitely going to be your boss one ...

20 Joulu 202036min

Technical Product Management & the importance of mentorship (with Mark Yamashita, Technical PM @ Sensibill)

Technical Product Management & the importance of mentorship (with Mark Yamashita, Technical PM @ Sensibill)

An interview with Mark Yamashita, Technical Product Director at Sensibill, a fintech company that means you never have to worry about expense forms again. Mark moved into Product Management from worki...

13 Joulu 202034min

API Product Management & mountain climbing as a metaphor (with Elina Sokolovska, PM @ Flux)

API Product Management & mountain climbing as a metaphor (with Elina Sokolovska, PM @ Flux)

An interview with Elina Sokolovska, Product Manager at Flux, an exciting fintech startup working with some big retailers via their API. Elina talks about how she loves integrations and API Product Man...

6 Joulu 202035min

AI Product Management & The Importance of Communication (with Mark Graham, Lead PM @ Sharktower)

AI Product Management & The Importance of Communication (with Mark Graham, Lead PM @ Sharktower)

An interview with Mark Graham, Lead Product Manager at Sharktower, working with some smart data scientists to revolutionise project management software. We talk about the importance of communication i...

29 Marras 202031min

Entrepreneurship & being a founder (with Matt Wilkinson, Founder @ Zenquiries)

Entrepreneurship & being a founder (with Matt Wilkinson, Founder @ Zenquiries)

An interview with Matt Wilkinson, founder of Zenquiries, an early stage startup focusing on helpdesk integrations with Shopify. Matt talks about his journey from an Economics degree into company found...

22 Marras 202032min

The role of education in leadership (with Mac Maistrelli, Engineering Leader @ Blocket)

The role of education in leadership (with Mac Maistrelli, Engineering Leader @ Blocket)

An interview with Mac Maistrelli, engineering leader with a strong background in education with the Council of Europe - passionate about creating high-performing teams, ensuring psychological safety, ...

15 Marras 202035min

Building inclusive products for all (with Nidhi Wadmark, PM @ PayPal)

Building inclusive products for all (with Nidhi Wadmark, PM @ PayPal)

An interview with Nidhi Wadmark, Product Manager with PayPal, Women in Product Chapter lead and Global Awareness Lead for Thrive, PayPal's neurodiversity and disability awareness Employee Group. Nidhi...

8 Marras 202039min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
psykopodiaa-podcast
rss-rahapodi
rss-sisalto-kuntoon
rss-rahamania
ostan-asuntoja-podcast
herrasmieshakkerit
rahapuhetta
sijoituspodi
rss-lahtijat
rss-karon-grilli
oppimisen-psykologia
lakicast
rss-startup-ministerio
rss-bisnesta-bebeja
rss-paasipodi
rss-yrittajan-mindset
rss-viisas-raha-podi
rss-draivi