The Challenger Sales Model is a sales strategy based on the seller’s active involvement in their prospect’s learning about their services or products. The Challenger further tailors the sales process and controls the customer conversation.
The Challenger Sales Model is an approach to sales that is tailored to how the Challenger teaches, tailors, and takes control. The book discusses the fundamental principles serving as the foundation for this sales model. They are as follows:
– Challengers are made, not just born
– It’s the combination of skills that matters
– Challenging is about organizational capability, not just rep skills
– Building the Challenger sales force is a journey, not an overnight trip
– By embracing these principles as you implement the Challenger Sales Model, you’ll take your organization on a transformative journey turning traditional solution selling on its head.
The basic premise of the challenger sales concept is that all salespeople can be divided into five categories. These five categories are as follows;
1. The Hard Worker – They always go the extra mile, are self-motivated, and are hungry for feedback.
2. The Relationship Builder – Develops advocates amongst their customers, helpful, generous, and amenable.
3. The Lone Wolf – Independent, confident, they trust their instincts.
4. Problem Solver – Communicative and fastidious with great attention to detail.
5. The Challenger – Original thinker, determined, debated, and aggressive.
According to the authors of the book, 39% of the most successful sales reps are challengers. The Challenger profile allows reps to build up to a sale by creating constructive tension.
A Challenger sales rep will disrupt the current ideology of the prospect for a good cause. Not to manipulate the prospect into buying his product, but to show them the mirror. A mirror that shows the actual-bigger problem that they are missing.
The Challenger sales model is based on the idea that your sales reps can teach your customers something new about their company. Salespeople engage in disruptive two-way conversations with customers, provoking buyers to move away from their status quo approach and choose your solution.
“Challengers aren’t so much world-class investigators as they are world-class teachers. They win not by understanding their customers’ world as well as the customers know it themselves, but by actually knowing their customers’ world better than their customers know it themselves, teaching them what they don’t know but should.”
The Challenger Sale: Taking Control of the Customer Conversation – Matthew Dixon, Brent Adamson