Why Customers Select Suppliers that Challenge Them

If someone asks you why your clients select you over your competitors, like most business leaders, you’d probably say it boils down to the top class service or products you deliver – and the strong relationships you’ve forged with them.

However you’d be wrong according to authors Matthew Dixon and Brent Adamson in their book; The Challenger Sale: Taking Control of the Customer Conversation. The book examines a better way to approach customers and the sales process and reveals how companies can boost their coaching, sales training and overall customer loyalty.

The authors say that customer choice is not determined by quality – but attributable to the value of their suppliers’ insights and new ideas to help them and their businesses make money or save money in ways they could never have imagined were possible.

Dixon and Adamson emphasise that best sales people don’t just build relationships with customers – they challenge them. Instead of steering the conversation around information about their company and its solutions – they provide customers with golden nuggets about what is possible.

As an experienced performance coach boosting the bottom line of a select number of owner managed and family run businesses, I wholeheartedly endorse this rationale of being a trouble-shooter for your customers and clients by supporting them through tough times and pre-empting what they will need from you in the times ahead.

Providing wide-ranging solutions spanning hospital refreshment trolleys to heritage branding in apparel fabrics, my What If? Forum members have proven that the Challenger Sales approach works.

The things that make Challengers – the people who possess an in-depth understanding of their customers businesses’ – unique are replicable and teachable to the average salesperson according to Dixon and Adamson.

They say that once business owners understand how to identify the Challengers in their companies, they can model their approach and embed it throughout their sales forces.

Equipped with the right tools the Challengers can re-frame customers’ expectations and deliver a distinct purchase experience that drive higher levels of customer loyalty and ultimately greater growth. What If? Forum members have enjoyed unsolicited referrals and business customer endorsements on national televisions just from challenging them to change their expectations.

To learn more about how I can help you to implement the Challenger Sales approach to transform your customer relationships, leave a comment below, e-mail me via richard.bosworth@whatifspecialist.com, go to @RichardWhatIf on Twitter, Richard Bosworth on LinkedIn or post on www.whatifforums.com.

Do you like this article? Make yourself look good and share it with your peers.

Leave a Reply

Your email address will not be published. Required fields are marked *