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INSIDE This Issue
Prepare for the Worst … andThen Some page 1
Are You Tracking the Right Metrics?
Local Nonprofit: Supporting Our Community page 2
Technology and Trucking Accidents page 3
Maximize Your Sales With ‘The Challenger Customer’ page 4
‘THE CHALLENGER CUSTOMER’
How to Sell to Your Holdouts
selling is necessary, but with the right understanding and insight into how you can truly change their company for the better, you can hook a customer for life. Their support for your product or service will surpass that of even their most receptive team members because you focused on the biggest challenge. That’s the ultimate difference between high-performing sales teams and those that meet the bar by reaching for easy sales. If you want to take your sales to the next level and connect with
The ideal customer is an eager buyer who’s ready to jump in from the first pitch. You have them engaged and committed, and all that’s left is to sign on the dotted line. You’ve made a sale with a lasting customer — right? Perhaps, but numerous studies show that maybe it’s not that simple. In “The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results,” authors Brent Adamson, Matthew Dixon, Pat Spenner, and Nick Toman explain that creating and focusing a plan on the customers who appear cold to your offer is actually the key to exponential sales. If your product or service can appeal to a reluctant audience, your business has the potential to maximize revenue and retention. When a company makes the decision to buy, it usually isn’t the result of one individual. Instead, it’s often a group discussion, and a vocal company leader can kill the deal. You may have sold most of the team on the offer, but with only one holdout, your most promising message could be lost. “The Challenger Customer” provides research-based evidence to help you pinpoint who will be the hardest to persuade and how to focus on them. You may not be able to outright convince them that what you’re
more customers, you have to sell to the holdouts. “The Challenger Customer” provides you with the tools you need to get started.
4 • www.INSURICA.com • Specialized Insurance Programs for Specialized Industries.
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