‘THE CHALLENGER CUSTOMER’ HOW TO SELL TO YOUR HOLDOUTS
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 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 more customers, you have to sell to the holdouts. “The Challenger Customer” provides you with the tools you need to get started.
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
BIZ TOOL OF THE MONTH: How many times have you felt frustrated when you go to post a link for your website, or another platform used for your business, only to find that the link is miles long? Not exactly something you want to share on social media or marketing materials. The long, unruly link is exactly what Bitly seeks to put an end to. The custom URL shortener allows you to create a completely customized link, making it more shareable and clickable for prospects. As Bitly’s website highlights, businesses that use their customized links to build brand recognition see up to 34% more clicks. Being able to customize links can be especially helpful when you’re creating something like a YouTube video or Dropbox file — which can end up with really long URLs, making sharing or posting awkward. When it also comes to your business landing page, Bitly comes to the rescue. Bitly makes it easy to customize the concise link, building brand recognition. MAKE THOSE LINKS CLICKWORTHY
You also get insight into how people are using your links and data, including the number of clicks and geographic information about users, which can be useful as you try to measure your marketing efforts and decide which content resonates with your audience. With integration into just about every social media and digital marketing tool, Bitly makes it easier to have your business seen. Instead of interrupting your workflow, you can more easily manage your campaigns across platforms with just one step. The service has security in mind, too. Each link you create with Bitly is encrypted with HTTPS so it can’t be tampered with, ensuring the content you’ve invested in is kept safe.
At our firm, we appreciate Bitly for all these reasons. You can learn more about the service at Bitly.com.
2 | www.reiblaw.com
Made with FlippingBook Proposal Creator