491: Matthew Dixon - Overcoming Indecision, Managing Risk, & Taking Control Of The Conversation (The Challenger Sale)

The Learning Leader Show With Ryan Hawk

Ryan Hawk

Business, Careers, Management

4.9 • 1.4K Ratings

🗓️ 18 September 2022

⏱️ 60 minutes

🔗️ Recording | iTunes | RSS

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Summary

Text Hawk to 66866 to become part of "Mindful Monday." Receive a carefully curated email from me each Monday morning to help you start your week off right...

Full show notes at www.LearningLeader.com

Twitter/IG: @RyanHawk12 https://twitter.com/RyanHawk12

Notes:

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.
The JOLT EFFECT
- 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

Transcript

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1:10.9	welcome to the learning leader show presented by insight global I am your host Ryan hawk thank you so much for being here text hawk to 66866 to become part of mindful Monday you along with
1:27.3	ends of thousands of other learning leaders from all over the world will receive a carefully curated email from me each Monday morning to help you start your week off right you'll also receive
1:39.3	details about how my book the pursuit of excellence will help you become a more effective leader text hawk to 66866 now on tonight's featured leader Matt Dixon is one of the world's leading experts
1:56.3	on sales customer service and customer experience he is the best selling author of the challenger sale a book that is sold millions of copies and revolutionized the world of professional selling
2:11.3	more than a decade ago is a new book called the Jolt effect I think you like during this conversation we discuss the benefits of being a quote disagreeable giver and how you can become one and then how to become a better decision maker and do it faster and then we discussed how to help someone change from the status quo and embrace something
2:40.3	new lays down this one is so good it's Matt Dixon all right Matt here we go thanks for being here I appreciate you being a part of the learning leader show welcome
2:54.3	hey Brian how you doing thank you for the invite absolutely so you became well known to me a while ago because I worked initially as a telephonic sales rep at a company called Lexus nexus I know Lexus nexus well we go
3:08.3	for 12 years you know the the chain that I think a lot of people try to do the the rep manager director VP of sales so I lived in that world and I'm a firm believer that we are all in sales every day regardless
3:21.3	if you carry a bag or you have a quote on so you became famous because of the challenger sale and becoming a challenger that was we were we were challenged to become challenger sales professionals
3:34.3	yeah could you outline what that means and the different types of sales professionals because I don't think this just pertains to sales I think this also pertains to life can
3:46.3	you outline that for me and we'll dig in a little bit to the challenger before we move on to some other parts
3:50.3	yeah sure I'm not happy to and and I guess it's it's famous or infamous depending on whether you like challenger subscribe to it but it kind of cuts both ways I find out they're in the market but you know is I'll maybe take you back to the the occasion for the research you know we were
4:08.3	there's been a lot of research done on sales and in a lot of a lot of written about sales for very long time and about 10 years ago the books a little bit more than 10 years old now we I was at a company called C E B I was running the global sales practice and our clients heads of sales if big companies around the world
4:28.3	including companies like Lexus Nexus who we worked very closely with I think we're finding that a lot of the the approaches of sales that there people had been taught over the years
4:38.3	which was really predicated on going in and if you will finding out what's keeping the customer up at night right let's go in diagnose that customer's needs and then based on what that customer says
4:48.3	to describe an answer prescribe a solution that will address their needs and that was the core of you know solution selling and complex selling for I don't 40 years before before we came along and wrote challenger
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