Brent Adamson

“Hopefully, by this point in the book, you’re on board with the importance of Commercial Insight to any Mobilizer engagement effort. It’s central as well to the process of qualifying Mobilizers. The first step in this exercise is to lead with a thought-provoking insight and gauge the customer’s reaction to it. Remember, Commercial Insight is the Mobilizer dog whistle—only they can hear it and only they will understand the potential it holds for their organizations. This is what you’re looking for right off the bat—engagement around the insight you’ve just put on the table. You’ve approached the customer with an insight or set of insights that teaches them something new and changes the way they think about their business. Done well, this is a provocative insight—provocative because it challenges the customer’s current worldview, the mental model they have about how things are supposed to work. It’s not unlike what you might see in one of those detective shows. The detectives have the suspect in the interrogation room . . . warming him up with some softball questions and then . . . BOOM!—they drop a critical piece of information on the suspect just to gauge his reaction. Just like a master detective, that’s what we’re looking for. We want to gauge our stakeholder’s reaction to our Commercial Insight. If you approach the customer with valuable insight, how do they react? Do they tune you out, or do they stay engaged? Someone who doesn’t even engage with the content of your teaching is almost certainly unlikely to drive change around that idea across the customer organization. If they don’t engage at all, or simply accept the insight at face value, chances are pretty good you’re dealing with either a Blocker (we’ll talk more about how to handle Blockers later in the book), who’s likely against the idea, or a Friend or a Guide, who is never going to dig deep enough to forge consensus around the idea.”
― Brent Adamson, The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results