Sales Strategy in a Digitally Connected World

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SalesModelInaDigitallyConnectedWorld
Insight Driven Sales Model
In a Digitally Connected World
Prepared and Published By : Vishal

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SalesModelInaDigitallyConnectedWorld
Agenda
 Sales – Evolution
 Sales – Relationships Matter ?
 Sales – Challenger Attribute
 Sales – Why Insight Driven
 Sales – Pitch BOLD
 Sales – Tailoring
 Sales – Taking Control
 Summary
 Profile
Disclaimer: This presentation acknowledges and gives credit to the work of others. Necessary validation have been taken to avoid copyright
infringement. Any instances that violate terms can be removed when notified. All discussed thoughts & opinions are my own & not that of my
employer or others parties.

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SalesModelInaDigitallyConnectedWorld
Product Selling
Type of
Conversation
Type of Sales
People
Stakeholder to
Engage
When we
Engage
Solution Selling Insight Selling
Talking Brochure
Products and Features
Decision Maker
When customer Assess
options
Interrogator
Lead by questions
Coach/Advocate
When customer understands
Need
Challenger
Driven by insight
Mobiliser
When Customer is learning
Sales Strategy
Evolution
Flow of
Information
Customer Driven (on order)
Customer guides on how they
will purchase
We guide the customer on
how they will purchase
Source: HBR, The Challenger Sales Model

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Relationships Matter - ?
Selling is not about relationships – It's not because
relationships no longer matter rather, what the data suggests
is what matters is the nature of the relationships.
• Challengers win by pushing customers to think
differently, using insight to create constructive tension
in the sale. Relationship Builders, on the other hand,
focus on relieving tension by giving in to the customer's
every demand. Where Challengers push customers
outside their comfort zone, Relationship Builders are
focused on being accepted into it. They focus on
building strong personal relationships across the
customer organization, being likable and generous with
their time. The Relationship Builder adopts a service
mentality. While the Challenger is focused on customer
value, the Relationship Builder is more concerned with
convenience.
• At the end of the day, a conversation with a
Relationship Builder is probably professional, even
enjoyable, but it isn't as effective because it doesn't
ultimately help customers make progress against their
goals.
• This finding — that Challengers win and Relationship
Builders lose — is one that sales leaders often find
deeply troubling
Source: HBR, The Challenger Sales Model

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Relationship vs Challenger
• While the Challenger is focused on customer
value, the Relationship Builder is more
concerned with customer convenience.
• The Challenger is focused on pushing the
customer out of their comfort zone, the
Relationship Builder is focused on being
accepted into it. They focus on building
strong personal relationships across the
customer organization, being likable and
generous with their time. The Relationship
Builder adopts a service mentality.
Source: HBR, The Challenger Sales Model

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Challenger Attributes - 3T’s
Teaches
Tailor Take Control
T T
T
• With their unique perspective on the customer’s business and their ability to
engage in robust two-way dialogue, Challengers are able to teach for
differentiation during the sales interaction.
• Because Challengers possess a superior sense of a customer’s economic and
value drivers, they are able to tailor for resonance, delivering the right message
to the right person within the customer organization.
• Finally, Challengers are comfortable discussing money and can, when needed,
press the customer a bit. In this way, the Challenger takes control of the sale.

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Teach - Why Insight Driven
19%
Company and
Brand Impact
53%
% of Contribution to Customer Loyalty
19%
Product and
Service Delivery
9%
Value to
Price
Purchase
Experience
Purchase Experience
• Offers Unique and valuable perspective on the market
• Navigate alternatives, Avoid potential Land Mines
• Educates me on new issues and outcomes
• Supplier is easy to buy from
• Supplier has widespread support across my organisation
Source: HBR, The Challenger Sales Model
In a Digitally Connected World where
Information is readily available on all aspects
of a sales cycle (proposed solution or an
initiative), it is the Purchase Experience of
Stakeholders that drives the successful outcome.

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Create Tension – SAFE - BOLD Pitch Framework
1 2 3 4 5 6 7 8 9 10Small Big
Scale
1 2 3 4 5 6 7 8 9 10Achievable Outperforming
Risk
1 2 3 4 5 6 7 8 9 10Following Leading Edge
Innovativeness
1 2 3 4 5 6 7 8 9 10Easy Difficult
Difficulty
Source: KPMG, Neil Rackman
Relationship Builder ChallengerPitch
• Leveraging SAFE - BOLD framework, Challengers can position their
value proposition to be BOLD and mitigate moves by Relationship
Builders to be SAFE.

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Tailoring
Source: HBR, The Challenger Sales Model
Industry
Company
Role
Individual
Why Tailoring
• Typically, most of the messaging is about a supplier and their
product and services.
• Messaging needs to be contextualised at every level of sales cycle
for each kind of stakeholder as each of them is driven by their
value and economic driver.

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Taking Control
Source: HBR, The Challenger Sales Model
Passive Assertive Aggressive
• Subverts goal to the need of others
• Allows personal boundaries to be
breached
• Accommodating or Indirect
Language
Control Continuum
• Pursue goals at the expense of
professionalism
• Attacks others personal boundaries
• Use antagonistic language
• Pursue goals in a constructive way
• at the expense of professionalism
• Defends personal boundaries
• Use direct language
Relationship Builder
Performance is an issue
Challenger Needs to be here
(Tough Ask)
• Taking Control means overcoming passivity with clarity of
direction over quick closure, while knowing how to create real
value within the sales process.

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SalesModelInaDigitallyConnectedWorld
Sales Strategy
Summary
• Sales Strategy has evolved from product selling and solution selling (SPINbased) to insight driven
(Challenger Selling).
• Today world is digitally connected (24x7) ,where information is readily available on all aspects of a sales
cycle, its vital to adopt a Challenger Sales Model.
• Challenger Sales Model is based on 3 principles – Teach (Insight Driven), Tailor and Take Control.

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SalesModelInaDigitallyConnectedWorld
Profile
Summary
Vishal has more than 14 years of experience in Business and IT Advisory with a focus on providing advisory
services to clients, securing lucrative client engagements and ensuring successful business transition. An able strategic
advisor & business evangelist enthused by the potential of new emerging business trends and technologies to deliver
expandable and streamlined business solutions with greater return on assets and investments.
Vishal provides thought leadership with a focus to create new growth areas and untapped market segments.
For further information or feedback, please contact:
Name: Vishal
Email: mail@sharmavishal.com
Twitter Handle: sharmavishal
Linkedin: http://au.linkedin.com/in/sharmavishal01
Disclaimer: This presentation acknowledges and gives credit to the work of others. Necessary validation have been taken to avoid
copyright infringement. Any instances that violate terms can be removed when notified. All discussed thoughts & opinions are my
own & not that of my employer or others parties.