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Matthew Dixon’s first book, The Challenger Sale: Taking Control of the Customer Conversation, was a #1 Amazon as well as Wall Street Journal best seller. He is also the co-author of the customer experience bestseller The Effortless Experience: Conquering the New Battleground for Customer Loyalty and the sequel to the Challenger Sale, The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. His new book is called The Jolt Effect

  • The paradox of choice is real – People don’t want more options. They want someone who can confidently advise them on what to do.
  • A challenger ultimately teaches someone something new and adds value to their life. A challenger is not afraid to take control of the conversation and has the confidence to show how what they’re offering will make someone else’s life better.
  • Think outside the box whenever possible. Be a bit skeptical. Ask why. Question things… That’s how we grow and learn and potentially find a better way.
  • The Challenger: As a Challenger, you offer a new perspective to your prospect and don’t shy away from conversations about money. You understand what brings them value and leverage that information to deliver an irresistible pitch — and to tactfully pressure them. Remember the three T’s: You teach them something valuable, tailor the sales pitch, and take control over the conversation.
  • The Hard Worker: The Hard Worker strives to get better in their role but doesn’t necessarily focus on the customer’s value drivers.
  • The Lone Wolf: The Lone Wolf is a high performer but not necessarily a team player. Confident in their selling skills, they exceed quotas but are difficult to deal with interpersonal.
  • The Relationship Builder: When you think of a salesperson, you’re thinking of the Relationship Builder. These sales reps get in contact with a gatekeeper at their target company and slowly try to create an internal advocate.
  • The Problem Solver: The Problem Solver is adept at finding solutions for issues in both the team and the prospect’s business. They drive results by eagerly solving problems and keeping all stakeholders in the loop.
    • Judging the level of customer indecision. Indecision is driven by a specific human, psychological factors that pop up in specific ways within purchases. The best sellers use these drivers as a way to qualify and forecast based on the buyer’s ability to decide.
    • Offering a personal recommendation. Indecisive buyers—feeling overwhelmed by choices—struggle to make tradeoffs as decisions progress. The best sellers use specific techniques to guide buyers toward the best options.
    • Limiting purchase exploration. Indecisive buyers easily fall prey to analysis paralysis. High performers who limit the exploration effectively close off “rat holes” customers’ heads down which can eat up time and introduce delays in the purchase process.
    • Taking risk off the table. Hesitant buyers are gripped by uncertainty about promises made during the sales process. JOLT sellers employ creative methods for reducing perceived risk, and building momentum toward decisions.
  • Advice:
    • Challenge yourself – push your comfort zone
    • Think outside the box wherever possible
    • Question things
    • Have empathy
    • Teach others

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