t Based t elopmen The Challenger Sale: T v oun c c art 8 A f commercial insight – P The WHAoSales De not ‘thought leadership’ Account Based Sale Development is the ideal enabler of The Challenger Sale, a breakthrough concept summarized in the excellent CEB book with the same name. The book shows how the best sales reps are Demonstrate an understanding of the General information those who are comfortable as Teachers and prospect’s world. Be credible/relevant Tailors. Teachers offer unique perspectives They don’t just claim an understanding, Accepted information to their prospects and are great at two-way they prove it and back it up with evidence. Be newsworthy communication. Tailors understand the Thought leadership prospect’s value drivers and can craft messages Disrupt the prospect’s world view. Be frame-breaking to their economic motivators. They break the frame of reference to expose a Insight flawed assumption, challenging the status quo. Lead to supplier This approach is far more specific and tailored Commercial insight than generic ‘thought leadership’. In fact, There’s a lot of noise for SDRs to cut through, it’s something far more valuable: customized but if they succeed then they get to the real commercial insight. commercial insight that can make a prospect lean forward. The best sales development teams are the ones who best deploy this kind of commercial insight. Specifically, they: “Educate without pitching.” Ken Krogue President and Founder, Source: CEB InsideSales.com 52