A Harvard Business Review study revealed that the top-performing B2B sales reps have abandoned traditional sales processes and proposals. They are more receptive to disruptive approaches.
The Challenger® Sales Model is a sales method that focuses on challenging the status quo and getting customers to think differently. This approach can be very effective, but it requires sales reps to identify and engage with the right people from among the stakeholders.
One of the most important buyer personas to identify in the Challenger Sales Methodology is the mobilizer. Mobilizers are the people who are focused first and foremost on driving productive change within their organizations. They are not afraid to challenge the status quo and always look for ways to improve business.
However, pinpointing mobilizers in an organization is not easy at all.
In this blog post, we will discuss the importance of mobilizers in the Challenger Sales Model and how to engage them effectively. We will also provide some tips on identifying mobilizers and tailoring your approach to their specific needs.
Let’s get started!
Understanding Mobilizers in the Challenger Sales Model
Mobilizers, as defined in the Challenger® Sales Model, are the go-getters, teachers, and skeptics within an organization. They hold the credibility to allow others to take action. And they are relentless in their pursuit of driving positive change for the business.
Traditional sales operations usually focus on advocates and coaches, as they can be easily targeted for selling. However, mobilizers are often supplier-agnostic and difficult to reach for sales reps. They prioritize discussions about their company’s needs and objectives over the sales rep’s offerings.
Identifying and engaging with mobilizers is a crucial part of the puzzle for sales teams if they want to navigate the complexities of enterprise structures and reach sales targets.
Characteristics of Mobilizers
Mobilizers in sales refer to key individuals within an organization who actively support and champion a particular product or service, thereby helping sales representatives navigate the complex decision-making processes within the company. These mobilizers play a crucial role in influencing the buying process and can significantly impact the success of a sales deal, especially when using the Challenger Sales Model or Challenger Sales Methodology. Here are some of the top characteristics of mobilizers in sales:
Influence and Advocacy: Mobilizers, following the Challenger Sales Approach, have a strong ability to influence other decision-makers within their organization and advocate for the product or service they believe in. They are respected and trusted by their peers and are often seen as credible sources of information.
Knowledge and Expertise: Mobilizers, leveraging the Challenger Sales Rep’s skills, typically have a deep understanding of their company’s needs, challenges, and goals. They possess the knowledge and expertise to assess how a product or service can address those needs effectively.
Internal Networking: They have extensive networks within their organization, which aligns with the collaborative nature of the Challenger Sales Model, and can identify and connect sales representatives with the right people involved in the decision-making process. They help navigate the internal hierarchy and politics.
Openness to Change: Effective mobilizers are open to considering new ideas and solutions, a key aspect of the Challenger Sales Methodology. They are willing to challenge the status quo and explore innovative options that can drive positive change within their organization.
Solution-Oriented: Mobilizers, in line with the Challenger Sales Approach, are natural problem solvers. They look for solutions that can address their company’s pain points and are keen on implementing improvements that lead to better outcomes.
Risk-Taking: Successful mobilizers, like a Challenger Sales Rep, are willing to take calculated risks. They understand that adopting new solutions involves some level of risk, but they are confident in their judgment and the potential benefits.
Commitment to the Partnership: Mobilizers go beyond just being customers; they are committed to building a strong partnership with the vendor. This commitment is essential in the Challenger Sales Model, which emphasizes creating long-term partnerships.
Effective Communicators: They are skilled at articulating the value proposition of the product or service to their colleagues and superiors in alignment with the persuasive communication approach of the Challenger Sales Methodology.
Results-Driven: Mobilizers focus on outcomes, much like the focus on delivering valuable insights in the Challenger Sales Approach. They are motivated by achieving positive results for their organization and are not solely driven by personal gain.
Long-term Vision: Rather than focusing on short-term gains, mobilizers look at the bigger picture, a perspective encouraged by the Challenger Sales Model. They understand the long-term benefits of a strategic partnership and the positive impact it can have on their company’s success.
Resilience and Determination: Navigating internal processes and convincing stakeholders can be challenging. Effective mobilizers demonstrate resilience and determination to see the deal through despite obstacles, traits essential in the Challenger Sales Rep’s role.
Genuine Interest in the Product/Service: Mobilizers genuinely believe in the value and benefits of the product or service they are supporting, reflecting the passion and belief that a Challenger Sales Rep typically exhibits. Their enthusiasm and belief are infectious and can influence others to share their conviction.
Mobilizers play a critical role in the sales process, particularly when employing the Challenger Sales Model or Challenger Sales Methodology. By acting as internal advocates, helping sales representatives build relationships with key stakeholders, and facilitating successful deals, mobilizers can significantly improve a salesperson’s chances of closing a deal successfully using a powerful sales methodology.
Despite the importance of mobilizers, identifying them within large and complex organizations can be a daunting task. Sales teams require innovative approaches to navigate the web of stakeholders and power dynamics effectively.
One such powerful tool is the relationship mapping tool. It provides a visual representation of important players and their roles in the buying process.
Leveraging Relationship Maps for Visualizing Key Players
Revegy’s relationship mapping tool is a game-changer in identifying mobilizers. It helps understand the complex organizational and political structures that influence buying decisions.
Relationship maps visually outline buying centers, decision-makers, and influencers. Thus, it enables sales teams to identify the main stakeholders and the relationships that matter most.
These maps help reveal:
- Who matters?
- Who influences whom?
- The factors that influence their decision-making.
It empowers sales reps to tailor their strategies accordingly by identifying relationship gaps and building relationship development plans.
Engaging Mobilizers: Tailoring the Approach
Now that we have a deeper understanding of mobilizers and have identified them within the organization, it’s time to focus on engaging them effectively.
One-size-fits-all approaches won’t work with mobilizers. So, you should deploy different sales team tools focused on mobilizer-specific strategies to win their support.
Here are some steps to help you with that:
1. Delivering Compelling Pitches Based on Mobilizers’ Priorities
Mobilizers are driven by results and outcomes. They seek solutions that align with their company’s objectives and create tangible value.
When engaging mobilizers, sales reps must start with insights that challenge their current thinking. And they need to present evidence-backed proposals that address their pain points directly. Showing a deep understanding of the organization’s goals and priorities is vital in gaining mobilizers’ attention.
2. Uncovering Hidden Connections and Higher-Order Outcomes
Sales teams can use the power of commercial insight to bring change and align their offers with mobilizers’ thinking. Commercial insight means challenging the customer’s current worldview and underlining areas where they need to change their business practices to achieve their goals.
The catch is to uncover hidden connections between the sales rep’s value offer and the customer’s objectives. Striking this connection will help you deliver a compelling case for change.
3. Expanding Towards Challenger Sales Assessment Questions
Adding challenger sales assessment questions into the sales process further improves mobilizer engagement. These thought-provoking questions allow sales reps to dive deeper into the mobilizers’ perspectives. It uncovers their pain points, aspirations, and priorities.
By addressing their unique concerns directly, sales reps can show credibility and build trust with mobilizers. This makes the sales process more effective.
Real-life success stories provide insights into the effectiveness of mobilizer engagement. Let’s look at a case study showing how complex sales teams have leveraged Revegy’s relationship mapping and mobilizer-specific strategies to achieve exceptional results.
Revegy’s relationship mapping was pivotal in empowering the $31M software automation organization to engage mobilizers effectively and achieve exceptional results. Using the platform, the sales team gained valuable insights into the complex web of relationships and dynamics within their target accounts. It proved to be pivotal in driving successful mobilizer engagement.
The organization faced many challenges in executing its sales strategy. One such hurdle was the lack of transparency in translating CRM data into actionable insights.
However, Revegy’s relationship mapping provided a complete view of each opportunity. So the sales team could easily visualize revenue potential at each buying stage. This level of visibility was crucial to pinpoint mobilizers – the key stakeholders driving decision-making within the accounts.
Further, Revegy’s sales opportunity scorecards helped them evaluate individual opportunities. It gave the sales team deeper insights into each deal.
Using these insights, the sales team engaged with mobilizers based on their preferences and needs. They kicked off interactions and built stronger relationships.
Revegy’s collaborative sales accounts planning features, such as Relationship and Influence maps, further improved mobilizer engagement. These maps served as the backdrop for internal meetings and value-driven conversations with clients. The sales team positioned themselves as trusted advisors.
The results were remarkable. The organization experienced a 25% improvement in forecast accuracy, equipping it to make more strategic business decisions confidently.
Additionally, the time to revenue realization was reduced by 20% within their most strategic accounts, allowing the sales team to capitalize on growth opportunities promptly.
The Challenger Sales Model gives sales teams a powerful framework for driving success in today’s competitive markets. At the heart of this approach lies the identification and engagement of mobilizers – key stakeholders focused on driving productive change within their organizations.
Through innovative approaches, such as relationship mapping and mobilizer-specific strategies, sales teams can get past complex organizational structures and secure sales outcomes. By incorporating Revegy’s tools and insights, sales teams can unleash the full potential of the Challenger Sales Model and achieve exceptional results.
Ready to unlock the potential of Revegy’s relationship mapping and mobilizer-specific strategies for your sales team? Schedule a free demo today and help salespeople see the way to win.®.
Now On Demand!
Watch our on-demand webinar, where we delve into the key elements of an agile sales approach from start to finish, featuring Luiz Martins, CMO of Revegy, along with esteemed guest speakers Donald C Kelly, Founder and The Sales Evangelist, and Doug Inda, SVP of Enterprise Client Development at Syndigo. Discover how to adapt to tighter budgets without compromising sales performance, leverage technology to streamline processes and close more deals, provide meaningful value to buyers amidst abundant data, succeed in a remote sales environment with effective communication and virtual presentations, and position yourself as a trusted advisor in today’s ever-changing sales landscape. This is your chance to increase your pipeline and propel your success forward. Watch on-demand here!
What is Challenger Sales Training, and why is it essential?
Challenger Sales Training is a sales methodology that focuses on challenging customers’ thinking and presenting disruptive insights to bring about change and secure sales success. This training focuses on identifying and engaging mobilizers—key stakeholders within organizations who are committed to driving positive change.
How can Challenger Sales Assessment Questions improve sales outcomes?
Challenger Sales Assessment Questions are thought-provoking questions used to uncover mobilizers’ perspectives, pain points, and priorities. By addressing these concerns directly, sales reps can establish credibility and build trust with mobilizers. Later on, it will lead to more effective sales interactions and increased sales.
Applying the Challenger Sales Model and leveraging Revegy’s relationship mapping and mobilizer-specific strategies can be game-changing. Your sales teams can achieve remarkable success in today’s dynamic and competitive sales environment.
By identifying and engaging mobilizers, sales reps can drive change within organizations. It can secure sales and help you hit goals faster.
How can you implement the Challenger Sales Methodology effectively?
Implementing the Challenger Sales Methodology requires a deep understanding of your target market and the specific pain points faced by potential clients. By leveraging relationship mapping and sales enablement tools like Revegy, you can identify mobilizers and tailor your pitches to address their pains. This will increase your chances of success.
How does the Challenger Sales Method differ from traditional sales approaches?
Traditional sales approaches focus on building relationships with easily accessible advocates. However, the Challenger Sales Method prioritizes engaging mobilizers – the key stakeholders who drive change within organizations.
Using commercial insights and relationship maps, sales reps can make pitches that resonate with mobilizers and address their organization’s specific needs. This will have a deeper impact, build better relationships, and ultimately drive more sales.
Is there a tool to help the sales team identify mobilizers effectively?
Yes, Revegy’s relationship mapping tool is specifically designed to help sales teams visualize and identify key players. This handpicks mobilizers from among the complex structure of an organization.
By providing a clear view of the organization’s decision-making process, sales teams can engage with the right stakeholders to achieve sales success.
CHALLENGER® is a registered trademark of Gartner, Inc. Revegy is not affiliated with or endorsed by CEB, Inc.