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The Challenger Sale
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Studies conducted by the Corporate Executive Board have shown that there are really only 5 main types of sales rep profiles:
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The Hard Worker(21% of sales reps)
• Always willing to go the extra mile• Doesn’t give up easily• Self motivated• Interested in feedback and development
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The Challenger(27% of sales reps)
• Always has a different view of the world• Understands the customers business• Loves to debate• Pushes the customer
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The Relationship Builder(21% of sales reps)
• Builds strong advocates in customer organization• Generous in giving time to help others• Gets along with everyone
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The Lone Wolf(18% of sales reps)
• Follows own instincts• Self-assured• Difficult to control
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The Reactive Problem Solver(14% of sales reps)
• Reliably responds to internal and external stakeholders• Ensures that all problems are solved• Detail-orientated
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Which profile fits you best?
The Reactive Problem Solver
The Hard Worker
The Challenger
The Relationship
BuilderThe Lone
Wolf
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One Big Winner
The Challenge
r
The Lone W
olf
The Hard W
orker
The Reactive
Problem So
lver
The Relationsh
ip Builder
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Percentage of Average Pre-formersPercentage of High Pre-formers
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Why The Challenger Out Performs Everyone Else
• Offers the customer a unique perspective• Has strong two-way communication skills• Knows the individual customer’s value drivers• Can identify economic drivers of the customer’s business• Is comfortable discussing money• Can pressure the customer
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The Challenger vs. The Relationship Builder
The Relationship Builder profile focuses on resolving tension in customer interactions to make situations more amicable and positive in encouraging collaboration.
The Relati...0
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Percentage of Average Pre-formersPercentage of High Pre-formers
• Forms good relationships• Builds customer advocates• Builds cross-functional relationships• Can work with anyone• Is genuine• Is accessible to the customer• Gives time to help others• Respects the customers time
Gets Along with Others
Likeable
Generous with time
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The Challenger vs. The Relationship Builder
The Challenger profile focuses on building customer tension in customer interactions to push the customer out of his or her comfort zone.
The Chall...05
1015202530354045
Percentage of Average Pre-formersPercentage of High Pre-formers
• Offers unique perspective• Uses two-way communication skills• Knows customer value drivers• Can ID economic drivers• Is comfortable discussing money• Can pressure the customer
Teaches
Tailors
Takes Control
Challenger reps openly pursue
goals in a direct but nonaggressive way to
overcome increased risk aversion
Challenger Reps seek to leverage constructive
tension to their advantage across all dimensions of the
sale
Challenger Reps communicate sales messages in the context of the customer
Challenger Reps deliver insight that reframes the way customers think about their business and their needs
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Constructive Tension
TEACHFor differentiation
TAILORFor resonance
TAKE CONTROLof the sale
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Challengers don’t ask customers what they need, they tell them what they need.
It is easy to sit down, listen to the customer, find out what they need, then present them exactly what they think they wanted.
A Challenger will question the truth behind what the customer wants to buy by teaching them something new they did not know about what they wanted and show them how to obtain that with their product or service.
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Challengers don’t ask customers what they need, they tell them what they need.
It is easy to sit down, listen to the customer, find out what they need, then present them exactly what they think they wanted.
A Challenger will question the truth behind what the customer wants to buy by teaching them something new they did not know about what they wanted and show them how to obtain that with their product or service.
This is called “Commercial Teaching”
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Top 5 attributes of the Challenger …
Offers customer unique and valuable perspective on the market Helps customer navigate alternatives Provides customer with ongoing advice and consultation Helps customer avoid potential land mines Educates customer on the new issues and outcomes
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Neutral
Negative
Positive
1. The WarmerBuilding credibility by reading their mind, demonstrating empathy
2. ReframeFirst reframe of unrecognized problem, need, or assumption
3. Rational DrowningGradual Intensification of the problem, both in degree and closeness to the customer 4. Emotional
ImpactPsychological features of the problem, or presence in the individual’s workflow, harmonizing the problem
5. Value Proposition – A New WayA new framework for addressing the problem – implicitly tied to the value proposition
6. Your SolutionMap of services or solutions mapped back to the key teaching points; highlighted path to implementation
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1.Taking control of the sale is synonymous with negotiation
2.Reps only take control regarding matters of money3.Reps will become too aggressive if we tell them to
“take control”
What should be the title of this list be???
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1.Taking control of the sale is synonymous with negotiation
2.Reps only take control regarding matters of money3.Reps will become too aggressive if we tell them to
“take control”
What should be the title of this list be???
Three Common Misconceptions About Taking Control of the Sale
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1.Taking control of the sale is synonymous with negotiation
Research shows that a challenger rep takes control across the entire sales process, not just at the end. The best time to take control is right from the beginning.
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1.Taking control of the sale is synonymous with negotiation
Research shows that a challenger rep takes control across the entire sales process, not just at the end. The best time to take control is right from the beginning.
Remember, this is called Commercial Teaching
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2. Reps only take control regarding matters of money
Push the customer in terms about how they think about their world and their challenges as well as how to solve those problems
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2. Reps only take control regarding matters of money
Push the customer in terms about how they think about their world and their challenges as well as how to solve those problems
This is also part of Commercial Teaching
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3. Reps will become too aggressive if we tell them to “take control”
Aggressiveness uses antagonistic language.Assertiveness uses strong language, but not so strong as to come off offensive.
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Discussion Questions:1. What is something that all sales people can learn from the Challenger Sales
Rep. profile?2. If you are in sales, how can commercial teaching be applied in your industry?3. How important is sales training for a sales person? 4. What are some counter-intuitive things that are done in sales that you have
learn via your training?5. What is the best sales tip that you have learned from your company?6. What is the best sales tip that you have learned outside of your company?7. Describe the most difficult sale you have made (if you are not in sales, then
describe the most difficult thing you have done to change someone’s mind to your idea)?
8. What are some other great tips for those who are in sales, and if you are not in sales, how can you apply what someone may learn in sales training to their personal lives or careers?
