The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results by Brent Adamson & Matthew Dixon & Pat Spenner & Nick Toman

Author:Brent Adamson & Matthew Dixon & Pat Spenner & Nick Toman
Language: eng
Format: mobi
Publisher: Penguin Publishing Group
Published: 2015-09-07T14:00:00+00:00

Example 2: Xerox

While the above DENTSPLY example is hypothetical for teaching purposes, here’s an example of content that is real. It’s Part 2 of the Xerox story from chapter 5.

To set the scene here, recall that Xerox wants to engage Mobilizers about student performance. Here’s what the Spark-Introduce-Confront model looks like in Xerox’s context, laid on top of a simplified purchase journey.

In Xerox’s case, the purchase journey has a few high-level steps to it. This should look familiar. Before the Mobilizer or broader buying center ever enters the formal due diligence process, there’s a period of Passive Learning. Then, you have a stage of Need Awareness and Exploration, followed by Evaluating Solutions, and on to purchase.

The Xerox team realized that across thousands of potential customers, there’ll be large audiences in each of these stages. The idea is to create “on-ramps” that spark a Mobilizer, no matter where she is in the journey, to travel down a teaching content path that challenges her mental model.

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