#3 : Matt Dixon on all things Challenger Sale , building constructive tension and how to win in todays selling environment
06/15/20 • 48 min
In this episode of the Med Device Unleashed Podcast, Jamie Tipton talks to Matt Dixon, the co-author of multiple books including the Challenger Sale, Challenger Customer, and Effortless Experience. He shares the details of the research that was done before writing both the Challenger Sale and Customer.
Listen to learn the importance of getting to know your customers’ buying behaviors and how you can form a relationship based on that. You will also learn how the market in 2020 relates to that of 2008-2011 due to similarities in economic status.
“The way you back that up, the way you engage customers early, the way you shaped the way the customers thinks is by creating a relationship not build on diagnosing what’s keeping that customer up at night but instead build on showing the customer what should be keeping them at night.”- Matt Dixon [10:11]
Top Takeaways:
· Learning to be a relationship builder as a salesperson.
· How to create a unique brand with your customers by coaching them to buy your products.
· Why 2020 is a great opportunity to study sales just like the late 2000s were.
· Questions you need to ask yourself if you feel you aren’t challenging your customer enough.
Episode Timeline:
· [2:50] He explains the process of research they did before writing the Challenger Sale book.
· [8:25] Learning to shape the customer’s thoughts by creating a certain relationship.
· [12:16] Why a challenger needs to create disagreements with the customer for a relationship to form.
· [15:04] The change in customer buying behavior over the years and how the challenger can still form a relationship with them.
· [18:19] Creating a brand in the marketplace by delivering value to the customer.
· [29:32] How the challenger coaches the customer on how to buy their products.
· [32:45] How the Challenger Sale concept can be applied in today’s pandemic economy.
· [38:35] The opportunity that exists right now to study sales.
· [43:34] Some tips on what you can go and do with your customer as a challenger.
Relevant Links:
LinkedIn: https://www.linkedin.com/in/matthewxdixon/
Website: https://tethr.com/
The Challenger Sale: https://tinyurl.com/The-Challenger-Sale-Book
The Challenger Customer: https://tinyurl.com/The-Challenger-Customer-Book
The Effortless Experience: https://tinyurl.com/The-Effortless-Experience-Book
Harvard Business Review Article: https://hbr.org/2012/07/the-end-of-solution-sales
In this episode of the Med Device Unleashed Podcast, Jamie Tipton talks to Matt Dixon, the co-author of multiple books including the Challenger Sale, Challenger Customer, and Effortless Experience. He shares the details of the research that was done before writing both the Challenger Sale and Customer.
Listen to learn the importance of getting to know your customers’ buying behaviors and how you can form a relationship based on that. You will also learn how the market in 2020 relates to that of 2008-2011 due to similarities in economic status.
“The way you back that up, the way you engage customers early, the way you shaped the way the customers thinks is by creating a relationship not build on diagnosing what’s keeping that customer up at night but instead build on showing the customer what should be keeping them at night.”- Matt Dixon [10:11]
Top Takeaways:
· Learning to be a relationship builder as a salesperson.
· How to create a unique brand with your customers by coaching them to buy your products.
· Why 2020 is a great opportunity to study sales just like the late 2000s were.
· Questions you need to ask yourself if you feel you aren’t challenging your customer enough.
Episode Timeline:
· [2:50] He explains the process of research they did before writing the Challenger Sale book.
· [8:25] Learning to shape the customer’s thoughts by creating a certain relationship.
· [12:16] Why a challenger needs to create disagreements with the customer for a relationship to form.
· [15:04] The change in customer buying behavior over the years and how the challenger can still form a relationship with them.
· [18:19] Creating a brand in the marketplace by delivering value to the customer.
· [29:32] How the challenger coaches the customer on how to buy their products.
· [32:45] How the Challenger Sale concept can be applied in today’s pandemic economy.
· [38:35] The opportunity that exists right now to study sales.
· [43:34] Some tips on what you can go and do with your customer as a challenger.
Relevant Links:
LinkedIn: https://www.linkedin.com/in/matthewxdixon/
Website: https://tethr.com/
The Challenger Sale: https://tinyurl.com/The-Challenger-Sale-Book
The Challenger Customer: https://tinyurl.com/The-Challenger-Customer-Book
The Effortless Experience: https://tinyurl.com/The-Effortless-Experience-Book
Harvard Business Review Article: https://hbr.org/2012/07/the-end-of-solution-sales
Previous Episode
#2 : CCO of Intersect ENT Rob Binney - Inside the mind of a dynamic leader
In this episode of the Med Device Unleashed Podcast, Jamie Tipton sits with Rob Binney, Chief Commercial Officer of Intersect ENT. He is responsible for helping build Intersect business to over $100 million annually and has held a variety of high-ranking positions with top device companies with over 20 years of experience.
He shares the characteristics of some of the best leaders he emulates and how he applies them in his leadership style. Listen in to learn what makes a good sales leader and why an excellent sales rep will not necessarily make a good sales manager.
“Integrity is non-negotiable. The individuals that I’ve worked for that I have tried to emulate, have been of the highest integrity through and through.”- Rob Binney [4:45]
Top Takeaways:
· How he uses the positive attributes he emulates from other leaders to apply in his leadership style.
· Learning to be an asset for people- helping them gain confidence in tough times to emerge better.
· The difference between a leader and a manager.
· The power of looking at adversity objectively without assigning designation.
Episode Timeline:
· [2:13] He explains the characteristics he has borrowed from great leaders and established in the way he leads.
· [8:41] He mentions some materials he recommends for leadership knowledge.
· [10:32] He talks about his role as a regional manager and what he enjoyed about it.
· [14:45] Why you need to be self-aware before becoming a leader- the components of a good leader.
· [20:00] He describes his experience being in the field with customers and some fun stories from sales reps.
· [24:32] Why he’s more interested in a potential sales rep’s story when hiring.
· [30:11] What advice would he give to his younger self today?
· [34:46] He describes the routine he maintains away from his job.
Relevant Links:
LinkedIn: https://www.linkedin.com/in/rob-binney-67219939
Med Device Unleashed Podcast Website: https://mdunleashed.com
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Instagram - https://www.instagram.com/jkt1117/Linkedin - https://www.linkedin.com/in/jkt1117/Youtube - https://tinyurl.com/mdu-youtube
Next Episode
#4 : US Director of Sales Operations for Saluda Medical Scott Walle on how to win in any territory, the importance of resilience , the art of becoming irreplaceable and much more
In this episode of the Med Device Unleashed Podcast, I speak with Scott Walle the director of sales operations at Saluda medical, a spinal cord stimulator startup company. He shares the details of his career as a med device sales rep for many years.
Listen in to learn the importance of understanding your clients (doctors) pain points as a med device sales rep and then finding a solution to solve them. You will also learn how to make yourself irreplaceable in your clients’ eyes by being a real challenger.
“When you become indispensable in that way with your customers, you become very hard to replace.”- Scott Walle [29:47]
“Winning business is one thing, putting walls up around your business that is impenetrable, that’s a different conversation.”- Scott Walle [33:37]
Top Takeaways:
· Learning to leverage all your strengths and weaknesses as a sales rep in the med device industry.
· The importance of an MBA in furthering your career.
· The power of being resilient as a med device sales rep to succeed.
· What separates the real challenger and the farmer-type rep in the industry.
· The importance of having a good foundation in sales and objectives that lead you.
· How to make sure that you’re not easily replaceable by understanding your customers’ struggles and finding the fix for it.
Episode Timeline:
· [1:34] How spinal cord stimulation devices are designed to alleviate chronic pain in patients and return them to normal while in the hands of the right doctor.
· [2:31] What it means to be a smokejumper in the medical device world.
· [4:18] The importance of understanding how to leverage your strengths and weakness as a rep in any territory.
· [6:32] He explains the functions of the Prosellus tool that he came up with and the impacts it had.
· [8:57] The questions that should drive you to get a master’s degree even when you’re a successful sales rep in the med device industry.
· [13:20] How to look at the glass half full and see every opportunity as a way to grow.
· [18:11] He describes his incredible experience working for Johnson& Johnson with their training program.
· [21:40] How to define the value you offer to the doctors by understanding their struggle and then offering the solution.
· [30:20] How to understand your doctor’s pain point to help solidify their business.
· [35:54] How to avoid making mistakes that could cost your reputation as a med device sales rep.
· [37:18] He talks about the success and the purpose of the blog he wrote that won him an award.
· [40:23] He shares his craziest OR story.
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