– An insider who provides information typically unavailable to suppliers – A person trusted by other executives and are visionaries who like to coach. – An ally willing to meet and discuss ideas Don’t be put off here, the Sceptic is really pushing back on the idea because they’re exploring it! Not because they don’t like it or are planning to sabotage it.
– A cynic who requires proof to support change but is open to new ideas. The GoGetter that will take care of the internal selling of your proposition and is comparable to the ‘coach’ in Miller Heiman but let’s be cautious about making too close a comparison. – An advocate for good ideas who delivers results. Now I’m sure we’ve all realised that more and more people are getting involved or are having an influence on the decision to buy? Since the global recession this has increased, as perhaps people are becoming more risk adverse? Or perhaps the world is becoming more complex? Or perhaps expectations are higher?ĬEB’s research has divided these ‘stake holders’ types of individuals that have an influence on a buying decision, into 7 different types: So, The Challenger Customer is very much about customer buying behaviour and it’s based on CEB’s extensive research, not something pulled from mid-air. Remember this number, 5.4, because it’s very important! On average 5.4 individuals, all with varying agendas and perspectives have an influence on a buying decision in a B2B, complex or consultative selling situation.īear in mind we’ve touched on this area before (see here ) while describing the Miller Heimen Model. CEBs latest study and subsequent book is The Challenger Customer. Well, CEB, The Corporate Executive Board are at it again but this time from the perspective of the buyer. You may have read our blog piece on The Challenger Sale (see here ).
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