In preparing for an upcoming blog series, I’m reading a book recommended by a client, entitled The Challenger Sale (the authors are Matthew Dixson and Brent Adamson). It seems like most B2B businesses desire to obtain new clients/customers, but few are able to execute their plan. Here are just a few tidbits from the book:

1. A business services sales director told the author that of their 100 sales reps, two are responsible for 80 percent of the company’s revenues.
2. In the authors’ study of more than 6,000 sales reps, they labeled the most successful reps as “The Challenger” and determined that these individuals possess three strong traits: teaching, tailoring and taking control.
3. In a survey of more than 5,000 B2B customers, the answer (53 percent of the time) when asked, “Why do you select a particular supplier?” was “The sales experience.” The second most common answer (19 percent of the time) was “The company and brand impact.”
4. Customer loyalty is won out in the field.

Here’s what the clients/customers say about The Challenger reps:

1. They offer unique and valuable perspectives on our market.
2. They help me navigate alternatives.
3. They provide ongoing advice or consultation.
4. They help me avoid potential land mines.
5. They educate me on new issues and outcomes.

I plan to write more on this subject later. But for now, suffice it to say that at Doescher Advisors, we believe the most successful new business developers “help” their clients/customers; they do not “sell” them.

I would love to hear from you. In your experience, what do you think?