Brent Adamson of the CEB is back :)
You may remember my podcast with Brent from a few weeks ago where we looked at his research into the “Challenger Customer” and its implications for selling high-value products and services.
You might also remember that we touched on the concept of “Commercial Insight”. It's perhaps the most effective method for individuals and firms to both differentiate themselves vs competitors and motivate their potential clients to take action.
So I got Brent back for a second interview to dive into more details on Commercial Insight.
In the interview we talk about:
- What Commercial Insight is.
- Why traditional “thought leadership” doesn't work and the missing component you need.
- How to develop your own Commercial Insight for your products and services.
- How to communicate your Commercial Insight in a way that spurs potential clients to action, rather than causing them to reject or react against your new ideas
You can listen to the podcast by clicking the play button below.
Brent is a principal executive advisor in the sales and marketing practice at CEB, and co-author of The Challenger Sale and The Challenger Customer. With more than 20 years of experience as a professional researcher, teacher and trainer, Brent facilitates a wide range of executive-level discussions around the world for Fortune 500/Global 1000 executives in sales, marketing, and customer service, including global sales meetings, keynote presentations, board-level presentations, and hands-on best practice workshops.
You can find out more about the CEB here.
And you can grab The Challenger Customer here – I recommend it!