The Challenger Sale
From earlier notes:
- 5 sales profiles
- Solutions are different, more complex
- Teach, tailor, take control
- Pretty hard to get loyalty from brand, product and service today - customers don’t see the same differentiation you do
- Commercial teaching
- Lead to your strengths
- Challenge customer assumptions
- Catalyze action
- Scale across customers
- Teaching pitch needs to be in a story
- Where is the customer losing a ton of money / opportunity, what should they think about they are not, how is your company best at this, ..
- Marketing produces the teaching material that leads to your core strengths, sales uses it effectively