![]() This B2B sales strategy uses multiple touchpoints and precise engagement tactics that meet customers where they are and to push the right behavioral buttons in the right context at the right time. Practitioners of ABS treat each customer account - and the shareholders who lead it - as a market of one and thus fully entitled to all relevant resources the seller company normally allocates for entire customer segments.Īimed at nurturing high-value clients as independent revenue streams over long life cycles, ABS involves several teams simultaneously engaging a single prospective organization. Sellers need to always be at least two-steps ahead of informed buyers about the industry.Īccount-Based Sales (ABS) is a technique that focuses on premium clients, runs on buyer-centricity, and provides end-to-end, hyper-personalized customer experiences.More focus on the communicative aspect of selling, less on strategic/tactical aspects.Requires substantial behavioral modifications for less aggressive sellers.Steeper learning curve and qualification than most methods.Purposely developed to establish competitive differentiation.Backed by research and verifiable outcomes from adopters including GM, SAP, Siemens, and Kimberly-Clark.Makes a good fit for complex B2B sales cycles, longer decision processes, and multiple shareholder engagements.She then takes control of the conversation to drive the desired business outcomes. To generate consensus, the seller tailors her communication for each shareholder. In fact, sellers using this method are the ones who establish what clients actually need.Ī Challenger Sales practitioner teaches prospects about the industry in general as well as the specific cross-currents that affect their business. Using a three-step approach (Teach - Tailor - Take), Challenger Sale practitioners prefer to educate and “challenge” prospects about industry risks and market opportunities instead of just hearing out their problems. ![]() The Challenger Sale Method leverages disruptive challenges, thought-provoking insights, and impactful opportunities to compel a group of prospective shareholders towards a particular action or mindset. ![]() This B2B sales strategy originated from the categorization of sales professionals into five types as detailed in the book, The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson.Īccording to the authors, challenger-type sellers represent the most successful group.
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