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عمومی::
ارائهی آموزنده
The act of delivering a teaching pitch is a skill, to be sure, but the content of a teaching pitch-the business issues you teach customers to value, the idea around which you reframe how the customer thinks about their business-must be scalable and repeatable, and as such, must be created by the organization (in most organizations, this is the job of marketing).
Ramming through Challenger training for reps without also carefully constructing robust teaching pitches for them to deliver or arming frontline managers to reinforce the right behaviors and skills might yield a small bump in rep productivity, but two outcomes are practically guaranteed: The performance boost attained will fall well short of what it could have delivered if done properly, and more likely than not it will be perceived as the training "flavor of the month," soon to be forgotten or rejected by most reps.
The content of the rep's teaching pitch is carefully linked to the supplier's unique capabilities.
While teaching is above all others the defining attribute of being a Challenger, the ability to tailor the teaching message to different types of customers-as well as to different individuals within the customer organization-is what makes the teaching pitch resonate and stick with the customer.
We'll address the questions of why teaching works and what your reps should be teaching in the first place-as well as what the content of their "teaching pitch" should look like.
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