Challenging your meeting clients

August 2013

This month’s issue of Micenet Australia features an opinion piece on ‘How the Traditional Meeting Model is Broken’ and what we need to do to fix it.  It challenges the industry and our clients to step up, increase expectations of conference or meeting outcomes and join the 21st century or risk becoming a dinosaur.   You can read the full article by clicking Micenet opinion piece.

I came across a blog written by Nicholas Boothman which I think goes to the heart of how we need to adjust our approach to the way we sell and pitch to our clients if we want to acheive the changes outlined in my article.   I’ve reproduced it in full below …

Selling is not just about building relationships

Great salespeople don’t just build relationships, they challenge their customers to think differently and inspire them with new ideas.

Every sales professional falls into one of five distinct profiles.

  1. Relationship Builders
  2. Hard Workers
  3. Lone Wolves
  4. Reactive Problem Solvers
  5. Challengers

Guess which is the most effective in today’s business environment.  The Challengers.  And the least? The Relationship Builders.

In their new book, The Challenger Sale, Mathew Dixon and Brent Adamson explain how it works.  Challengers teach their customers, they tailor their sales messages to them and take control of the sale.  Relationship Builders focus on relieving tension by giving in to the customer’s every demand.  Where Challengers push customers outside their comfort zone.  Relationship Builders are focused on being accepted into it.  They focus on building strong personal relationships across the customer organization, being likable and generous with their time.   The Relationship Builder adopts a service mentality.  While the Challenger is focused on customer value, the Relationship Builder is more concerned with convenience.  At the end of the day, a conversation with a Relationship Builder is probably professional, even enjoyable, but it isn’t as effective because it doesn’t ultimately help customers make progress against their goals.

My comment:   We need to stop being just helpful and start becoming disrupters – challenging ourselves and our clients.  It’s not enough to be good we also have to be clever – learn new tricks and skills -take risks – make mistakes -learn and constantly improve.

To see more of Nicholas Boothmans blogs and details of his keynote presentations click on Nicholas Boothman

To learn more about the Challenger Sale click on Brent Adamson to see him in action on youtube.