Pat Spenner, co-author of The Challenger Customer presented to animal health marketing and sales professionals at NAVC 2016 about the changing landscape of B2B buying.

1. An Introduction to
The Challenger Customer
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2. © 2015 CEB. All rights reserved#ChallengerCustomer
Customer
Status Quo
Agreement
on a Vision
Purchase
Decision
Two Trends Reshaping B2B Commerce
Buying Trend #2:
Consensus Purchase
Buying Trend #1:
Customers Learn on
Their Own

3. © 2015 CEB. All rights reserved#ChallengerCustomer
Customer
Status Quo
Agreement
on a Vision
Purchase
Decision
Two Trends Reshaping B2B Commerce
Buying Trend #2:
Consensus Purchase
Buying Trend #1:
Customers Learn on
Their Own

4. © 2015 CEB. All rights reserved#ChallengerCustomer
A Different Kind of Buying
57%
Customer
Due Diligence
Begins
Customer
Purchase
Decision
Customer
Contacts
Supplier

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Right Answer Meets Changing World
Customers rely on
consultants and own
research to identify
needs
Customers research
potential solutions
without suppliers
Customers set
prices based on
comparison
shopping
Question the
customer to surface
their needs
Help customer
identify solutions to
their needs
Price deal according
to scope of solution
and range of needs
addressed
321
Solution
Selling
Approach
Reality
of the
Situation
Needs Discovery Solutions Design Pricing

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“Good Enough” and the Path to Commoditization
CUSTOMER FACES PURCHASE DECISION
“What’s important?”
“How much do I need?”
“What’s it going to cost?”
EXAMPLE
Criteria:
1. Speed
2. Durability
3. Up-time
Criteria: Specs:
1. Speed 10/day
2. Durability 5 years
3. Up-time 95%

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Challenger Sellers Win
• Always goes the extra
mile
• Doesn’t give up easily
• Self-motivated
• Interested in feedback
and development
• Always has a different
view of the world
• Understands the
customer’s business
• Loves to debate
• Pushes the customer
• Reliably responds
• Ensures that all
problems are solved
• Detail oriented
• Follows own
instincts
• Self-assured
• Independent
• Builds strong customer
advocates
• Generous in giving
time to help others
• Gets along with
everyone
Hard Worker Challenger™ Seller Relationship Builder
Lone Wolf Problem Solver

8. © 2015 CEB. All rights reserved#ChallengerCustomer
Customer
Status Quo
Agreement
on a Vision
Purchase
Decision
Two Trends Reshaping B2B Commerce
Buying Trend #2:
Consensus Purchase
Buying Trend #1: Customers
Learn on Their Own

9. © 2015 CEB. All rights reserved#ChallengerCustomer
Customer
Status Quo
Agreement
on a Vision
Purchase
Decision
Single
Stakeholder
Agreement
Organizational
Consensus
Traversing the Solutions Graveyard

10. © 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%
Bigger Groups, Fewer Purchases

11. © 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%
5.4
Average Buying
Group Size
Bigger Groups, Fewer Purchases

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Stakeholder 1:
CIO
Rep Angle: Minimal work-
flow disruption
Positioning: Seamless
integration with legacy
systems
Stakeholder “Closed”
Stakeholder 2:
Financial Analyst
Rep Angle: Cost
savings
Positioning: Write-off of
existing platform
Stakeholder “Closed”
Stakeholder 3:
Marketer
Rep Angle: Deeper
customer segmentation
Positioning: Develop effective
segmentation targeting
strategies
Stakeholder “Closed”
1. Accessing Individuals2.ClosingIndividuals
Track Them All down, Win Them All Over

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0%
8%
(8%)
4%
(4%)
ChangeinLikelihoodofMaking
aHigh-QualitySale
Access to
Stakeholders
Evaluating Purchase
Positioning Offering on
Value to an Individual
Stakeholder
Surprising Findings

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Stakeholder 1
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 2
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 3
Mental Model
Goal
Priorities
Metrics
Means
The Lowest Common Denominator

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The Teacher The BlockerThe ClimberThe Guide
The Go-Getter The FriendThe Skeptic
Seven Types of Customer Stakeholders

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Mobilizer™ Customers Get the Deal Done

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1. Identify Mobilizer™ customers versus “Champions”
2. Engage Mobilizer customers with Commercial Insight, not Thought
Leadership
3. Equip Mobilizer customers to coach customers toward collective
change
What Now?

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Finding Mobilizer™ Customers

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1. Identify Mobilizer™ customers versus “Champions”
2. Engage Mobilizer customers with Commercial Insight, not Thought
Leadership
3. Equip Mobilizer customers to coach customers toward collective
change
What Now?

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Break down the “A,” then Build up the “B”
0.013
(0.047) (0.096) (0.132)
MagnitudeofDriverImpact
Representing a
Smart/Expert
Perspective
Being Easy to
Understand
Containing
Interesting
Facts or
Anecdotes
Being
Accessible/
Quick to
Find
Non-Statistically Significant Drivers

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Break down the “A,” then Build up the “B”
Statistically Significant Drivers
0.302
0.013
(0.047) (0.096) (0.132)
MagnitudeofDriverImpact
0.446
Teaching Customer
Something New
about Their
Business Needs/
Challenges
Providing the
Customer with
Compelling
Reasons to Take
Action
Representing a
Smart/Expert
Perspective
Being Easy to
Understand
Containing
Interesting
Facts or
Anecdotes
Being
Accessible/
Quick to
Find
Non-Statistically Significant Drivers

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Thought Leadership Is not Commercial Insight
General Information
Accepted Information
Thought Leadership
Insight
Commercial Insight

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Current
Beliefs/Behavior
Desired
Beliefs/Behavior
Break down the “A,” then Build up the “B”

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1. Identify Mobilizer™ customers versus “Champions”
2. Engage Mobilizer customers with Commercial Insight, not Thought
Leadership
3. Equip Mobilizer customers to coach customers toward collective
Change
What Now?

25. © 2015 CEB. All rights reserved#ChallengerCustomer
Source: Skillsoft; CEB analysis.
Skillsoft’s toolkit provides
guidance on how to navigate
internal change and purchase
processes
Mobilizer™ Customer Toolkit

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© 2015 CEB. All rights reserved. SEC4512515SYN 17
HOW CAN CEB HELP?
CEB equips organizations through best practices, tools, and
implementation support to:
■ Source, screen, assess and develop ChallengerTM sellers
■ Develop sales talent to better engage Mobilizer customers
■ Create Commercial Insights
■ Support the mapping of customer buying behavior and verifiers
■ Create Challenger marketing content
Learn more: www.ChallengerCustomer.com
Find MobilizerTM
Customers
Engage Mobilizer
Customers
Drive Consensus
Challenger™ and Mobilizer™ are trademarks or service marks of CEB Inc. These marks may be registered marks® in various countries. CEB Inc. claims
all rights to control their use for goods and services within their field. Inquiries concerning these trademarks and service marks should be directed to
support@cebglobal.com.

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Appendix: Commercial Insight Example

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Appendix: Commercial Insight Example

29. © 2015 CEB. All rights reserved#ChallengerCustomer
Appendix: Commercial Insight Example