First 50 Challenger Implementations—Spotlight on Messaging

This is the second in a series of three guest posts about CEB’s solutions for sales effectiveness (read the first one here). Our team helps organizations improve the overall performance of the sales force with customized insights, tools, and training programs (contact us to learn more).

The last time we wrote, we shared some lessons learned from the first 50 Challenger Development Programs that we have rolled out with our clients. We discussed the importance of continually refining your commercial teaching messages, the role of the manager, and the process for teaching. In this post, we want to take a deeper dive on lessons learned from building Challenger Messages. We are helping many of our clients apply Challenger in the sales and marketing messages they deliver to prospects, and wanted to share our key takeaways so far.

Don’t Underestimate the Power of Collaboration

When was the last time your sales and marketing leaders actually sat around the same table and developed a message for your customers? In many cases, we are finding that the answer is “never”.

And, without that collaboration during the message formation process, it is highly unlikely that one side will adopt something that the other created. As an innovative concept Challenger can serve as a vehicle to bring both teams together and collaborate on message creation. Our members tell us it works—the two teams strengthen their working relationships, and leverage the messages they jointly create. Some other feedback on collaboration:

“This is the first time I’ve been in a workshop focused on marketing messages with sales people.” — Medical Devices Marketing Manager
“I got to know the marketing team better throughout this process than in 7 years at this organization!” — Consumer Packaged Goods Sales Professional
“The partnership we’ve created from drafting the messages and improving them can be a source of competitive advantage for us in the future.” — Pharma Marketing Manager

Start with the Basics: What Makes You Better?

Pick up the phone and call a colleague. Ask them what your top two differentiators are relative to your biggest competitors. Surprised at what you hear? One of our biggest surprises so far has been the differing opinions within many of our client organizations around competitive differentiators. In the process of developing your messages, a very positive side effect will be gaining internal consensus around your true strengths and the value you deliver relative to the competition.

Engage Your Customers through Storytelling

Storytelling is far too under-utilized in B2B communications. Some of the strongest messages we have helped develop incorporate stories in the form of imagery, metaphor, pictures, and well-crafted case studies.  At the center of the story: The CUSTOMER. While data and ROI tools are useful, don’t lose sight of the story! Once you’ve identified the teaching message, think about a simple story or image that might help your sales people convey that message in a more compelling way. 

Fewer is More (at First)

As our members begin this journey, many have come to us and said: “we need a Challenger Message for every product, every vertical segment our company calls on – immediately!”  Yes, eventually you will want to have Challenger Messages aligned with your entire offering. However—start slow. Focus on a key solution area that is proven, but still critical to your sales strategy this year. Begin with a few messages (around 3) and practice, practice, practice! It’s better to have 2 or 3 really great messages than 15 or 20 good ones. Also, keep in mind that your sellers will need to practice using these with customers, so starting with a few allows for easier adoption by front line sellers and managers.

Be Prepared: The Messaging Learning Curve

As your organization moves from a “product-first” focus to insight-driven, customer-focused messages, prepare for a learning curve that will feel very steep at first. The initial messages that you create will feel different, and in some cases you may meet internal resistance. It won’t seem easy at first. Not to worry, that’s the whole idea. This is a different way of selling, and you’ll have to remind yourself along the way.  Why are we doing this? Because our customers want insight from their suppliers, not features and benefits. This is where an external perspective can speed your journey along.

Talk to Your Challengers, and Your Best Customers

Two of the very best sources of key insights and messages will be close to you already. Internally, identify your Challengers and interview them around the key messages that they are using with customers. Going outside your company walls, your top customers will also be invaluable as you workshop the messages that are most likely to resonate with the market.

We’d love to hear your experiences implementing Challenger throughout your sales and marketing messages. Share your thoughts below, or reach out to us directly.

SEC Members, to learn more, visit the Challenger Selling topic center. In addition, review the key components of world-class insight and how you can create your own teaching pitch.