Rewriting the Playbook How High-Performers Win the Consensus Based Sale ™ SALES, MARKETING, AND COMMUNICATIONS PRACTICE SALES EXECUTIVE COUNCIL®

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Presentation transcript:

Rewriting the Playbook How High-Performers Win the Consensus Based Sale ™ SALES, MARKETING, AND COMMUNICATIONS PRACTICE SALES EXECUTIVE COUNCIL®

A DIFFERENT KIND OF BUYING 57% Customer Due Diligence Begins Customer Purchase Decision © 2011 The Corporate Executive Board Company. All Rights Reserved. Customer Contacts Supplier

© 2011 The Corporate Executive Board Company. All Rights Reserved. MOVING BEYOND A VISION Customer Status Quo Agreement on a Vision Purchase Decision Single Stakeholder Agreement Organizational Consensus

© 2011 The Corporate Executive Board Company. All Rights Reserved. DECISION MAKERS CARE ABOUT CONSENSUS 1.00x Drivers of Decision-Maker Loyalty (Indexed) Widespread Support for Supplier across Organization Organization Easy to Buy from Price to Value Ratio Adjusts to Specific Project Needs.80x.69x.52x

1.Readily accessible and willing to talk 2.Provides information unavailable to suppliers 3.Pro-supplier’s solution or products 4.Good at influencing others 5.Speaks the truth 6.Credible among colleagues 7.Conveys ideas in savvy ways 8.Delivers on commitments 9.Will personally gain from sale 10.Networks reps with other stakeholders Advocate/Coach © 2011 The Corporate Executive Board Company. All Rights Reserved. CONVENTIONAL WISDOM: ENGAGE THE COACH

© 2011 The Corporate Executive Board Company. All Rights Reserved. SEVEN TYPES OF CUSTOMER STAKEHOLDERS The Teacher The BlockerThe Climber The Guide The Go-Getter The Friend The Skeptic

© 2011 The Corporate Executive Board Company. All Rights Reserved. STAR AND CORE REPS CHOOSE DIFFERENTLY High Performer Focus ZoneCore Performer Focus Zone Go-GetterTeacherSkeptic FriendGuideClimber

© 2011 The Corporate Executive Board Company. All Rights Reserved. MOBILIZERS GET THE DEAL DONE

© 2011 The Corporate Executive Board Company. All Rights Reserved. DON’T LET THE TITLE FOOL YOU

© 2011 The Corporate Executive Board Company. All Rights Reserved. HOW TO FIND MOBILIZERS

© 2011 The Corporate Executive Board Company. All Rights Reserved. HOW TO ENGAGE MOBILIZERS Customer Coaches the RepRep Coaches the Customer Core Rep Engagement StrategyStar Rep Engagement Strategy 1.Understand stakeholders’ goals 2.Determine criteria for purchase 3.Understand stakeholders’ relation to each other 1.Arm the customer to teach 2.Help buyers build consensus 3.Help customers understand purchase process