Decoding The Challenger Sale – Is It Effective or Just Hype?

The Challenger Sale book was first published less than a decade ago, quickly becoming the hot topic of discussion across the industry due to its position as ‘Anti Solution Selling’ – a sales methodology adopted by organizations worldwide. In short, authors Mathew Dixon and Brent Adamson argue that relationship-building is no longer the best sales method. Subsequently, a conclusion drawn from their findings is one of the most extensive studies ever conducted in Sales.

In this article, you will discover:

• What is the Challenger sales model?
• What are the pros and cons of the Challenger sales methodology?
• The Challenger Sale book summary
• How can businesses benefit from Challenger selling?
• 5 types of Sales Reps from the Challenger sale

What is the Challenger sales model?

The Challenger sales model is a sales process that focuses on teaching, tailoring and taking control of the customer’s sales experience. The method relies on sharing insight about an unknown problem or opportunity in the customer’s business that the sales rep’s business is uniquely positioned to solve. It eliminates a prospect’s assumptions or beliefs while highlighting faults in them, and then allows for the sales rep to offer a better solution. Research has found that challenging customer assumptions, disrupting their thinking and teaching them something new is effective in maximising sales results.

What are the pros and cons of the Challenger sales methodology?

As with all sales methodologies, the Challenger sale is no different when identifying the positive and negative aspects of the approach. Luckily, there are several positives as there are downsides. The first positive is that the approach seeks to understand and prioritize the customer’s value and economic drivers, which helps to provide customers with a unique perspective on the product that many other sales methodologies struggle to achieve. However, the approach is only appropriate for long, complex sales cycles, which means you’ll likely only need your highest-performing sales reps on the case. Less skilled sales reps with traditional relationship selling experience may feel like they’re working backwards and, thus, be far less successful with attempting the challenger sales methodology. Discover the pros and cons of challenger sales illustrated below:

The Challenger Sale book summary

The Challenger Sale teaches that the best salespeople don’t just build relationships with customers – they challenge them. Dixon, Adamson and their colleagues founded the “Challenger Sale methodology” based on their study of 6,000 salespeople – where they found there are five distinct types of salespeople;

• The Hard Worker
• The Challenger
• The Relationship Builder
• The Lone Wolf
• The Reactive Problem Solver

Overall, the Challenger Sales book argues that with the right training, application skills and tools for success, sales reps can take control of any customer conversation.

While the Challenger Sale should be on every salesperson’s reading list, we understand time can often be scarce – so check out these several key summaries from the book to help you get started on improving your own sales techniques. 

How can businesses benefit from Challenger selling?

According to Gartner*, most B2B buyers – a whopping 77% in fact, have said that their latest purchase was “very complex or difficult”. Not a surprise considering modern products and services have become more complex than ever. That coupled with the fact that customers have more power than ever when it comes to research and comparison, it’s now taking more time for prospects to approach salespeople. Meaning that by the time they reach your sales reps – they already have a good idea of what they want, need and can afford. As a result, salespeople have to adapt their sales approach to match, and studies have found that the Challenger sale approach is the best solution to these types of complex sales conditions. 

A deeper look: 5 types of Sales Reps from the Challenger sale

Let’s take a deeper look at the profiles of the sales reps from the challenger sales book:

 1. The Hard Worker

The Challenger Sale defines the Hard Worker (21% of the sample) as:  

• Always willing to go one step further. 
• Super self-motivated.
• Determined to complete tasks. 
• Appreciates feedback for personal development. 
• Don’t give up easily!

2. The Lone Wolf

The Challenger Sale defines the Lone Wolf (18% of the sample) as:

• They follow their instincts. 
• Have an abundance of self-assurance.
• Can be challenging to manage although they can deliver satisfactory results. 

3. The Relationship Builder

The Challenger Sale defines the Relationship Builder (21% of the sample) as:

• Generous with their time.
• Maintains excellent connections with everyone.
• A classic consultative selling representative who asks lots of questions.
• They are focused on building relationships with customers.

4. The Problem Solver

The Challenger Sale defines the Problem Solver (14% of the sample) as:

• Detail-oriented.
• Laser-focused on solving problems. 
• They are known for being reliable.
• Their primary focus is on customer service, not closing sales.

5. The Challenger

Finally, the Challenger Sales Rep (27% of the sample) is defined as:

• Loves to debate and isn’t afraid to push the limits of the customer. 
• They’re well versed in the customer’s business, allowing them to give valuable insights the customer might not have come up with independently.
• Possess the ability to have a changing view of the world. 

Challengers Sales Reps win deals by teaching prospects to change their perceptions, tailoring their sales approach to the lead’s personal values and economic needs, and finally taking control of the sales process. 

How to identify the traits of a Challenger sales rep

The Challenger sales rep excels at adopting unique perspectives when it comes to creating solutions for existing problems. They’re a pioneer of pushing the status quo whilst possessing the ability to get potential customers excited about these new possibilities. Simultaneously, the Challenger sales rep can promote his or her products as the ideal innovative solutions to these problems. 

Salespeople who fall into the Challenger sales rep archetype also tend to do their homework when it comes to getting to know their customers. Challengers make it their goal to learn as much as they can about what drives a lead’s decision-making process when it comes to economics and values—allowing them to personalize their sales presentation to address these factors.

Finally, the Challenger sales rep is relentless when it comes to taking charge of conversations, and fearlessly pushes leads towards closed deals by taking control at every opportunity. 

Tip: 3 Challenger Sale techniques every salesperson should know

Spot your sales reps using these techniques? They may be a challenger salesperson:

1. Identify a unique opportunity to help a lead’s business solve a problem. Since at this stage, you are attempting to teach the prospect something new about their own business, the insight must be something that not even the prospect has thought of themselves. After all, Challenger Sales Reps are experts of changing perceptions. 

2. Present a solution to take advantage of the insight you offered in the first step. Make sure that you showcase how your solution can directly improve the lead’s business.

3. Apply firm but gentle pressure to your contact person when it comes to closing the deal. Refuse to negotiate on price while continuously emphasizing the added benefit that your solution will provide to their company. 

How to adopt the Challenger sales methodology in 5 steps

Before any sales reps can begin to adopt the Challenger sale methodology into their approach, they must be able to take control of the sale and be artful influencers who help customers make purchasing decisions. Much like a rollercoaster, the Challenger sale immediately taps into the prospect’s ultimate fears, then raises their hopes by positioning the product as the solution and ends on an adrenaline-fueled high with the prospect eager and ready to buy. Let’s delve into how to adopt the Challenger sale into your process below:

1. Warm-up prospects

In the first step of adopting the Challenger sale into your approach, you must prove to the prospect you understand the challenges they’re facing. To achieve this, you must research your ideal target customers for data on their pain points, challenges and needs.

Armed with this information, you should only aim to provoke your prospects to consider other perspectives and solutions to their challenges – because the more foundation you cover now, the easier it will be to sell later on in the process.

2. Reframe the conversation

In the previous step, your prospect should have already shared their biggest problem, like they can’t increase conversions or are struggling to integrate new technology. But now, it’s your job to reframe their pain as an opportunity for growth.

The thing is, your prospect is likely to have big opinions on the matter but severely lacks any plans to solve the issue. That’s where you can start to ask solution-focused questions that seek to weed out any misconceptions they might have about your service and begin to steer them towards the mindset that your solution is appropriate.

Now, the Challenger sale methodology comes to life as you begin to challenge your prospects to shift their focus to your solution. It’s critical to note that you’re not selling your product here but rather evoking curiosity in the prospect while simultaneously putting pressure on the fact they have a problem that requires an answer they can’t solve.

3. Evoke emotion

Customers don’t buy benefits, features, or advantages – they buy emotions. That’s why to sell your product or service effectively; you need to show versus tell your audience the benefits of your product vs telling them about the features. Even in B2B sales, emotions play a vital role in the sale of your solution.

A great way to use emotions to shift prospects’ perspectives is to use storytelling as a sales tool. For instance, you could either tell your prospect how great your solution is, or you could tell them a true story of how it improved someone’s life or business.

4. Highlight your value proposition

In this step, the ultimate aim is to educate your prospect about what the ideal solution to their problem looks like – without ever mentioning the product. Don’t worry; there is a method to the madness! By introducing the answer to the prospect first, you’ve already sold them on the idea when you finally present the product. Guide your prospect on the possibilities for solving their problem by using techniques that reframe their perspective, such as:

• Take your time to explain anything the prospect is unsure about – you can even connect the necessary dots for them and point them out to speed up the process.
• Tell a story to open up your prospect’s mind to what the future will look like if they decide to take action – or not. What will get worse for them?

5. Introduce the product

If you’ve followed the other steps exactly, this last one should be easy. So far, you’ve identified or discovered the prospect’s problem, reframed it, gained their trust and offered up a solution to solve it – all you have to do now is unveil the solution that’s going to help them.

Want to simplify and shorten the buying process? Become a Product Expert.

Does the Challenger Sale model work?

If you’re still wondering “does the challenger sales model work?” Here’s the hard data that the study produced.

• 40% of high sales performers primarily used a Challenger style – In comparison to any one of the other four sales styles the book identified. (The Hard Worker, The Relationship Builder, The Lone Wolf and The Problem Solver.)
• Just a mere 7% of top performers took The Relationship Builder approach – which coincidentally was the worst performing profile.
• Over 50% of expert performers fit the challenger persona in complex sales.

Here at SOCO, we offer Advanced Selling training that incorporates some of the advanced skills reps need to be confident and competent enough to take big deals over the line.

SOCO’s Opinion on the Challenger sale

Above all, incorporating sales techniques from The Challenger Sale takes experience and effort. While it can be useful when done right, when attempted by inexperienced and not naturally tactful aggressive salespeople, it can backfire and lead to lost sales instead of increased sales. So, It’s essential to understand the book’s concepts whilst building your expertise, to ensure you’re using the appropriate technique that the deal requires. 

Take Control of the Sale with Advanced Selling Training

Here at SOCO Sales Training, we offer our own take on Challenger Sale Training in our Advanced Selling program that incorporates techniques that complement Challenger Sale tactics while balancing the skills of the team, to avoid overly aggressive reps. We focus on taking your sales representatives from being order takers, to being a respected partner of your customer’s business who knows exactly how to advance the sale.

Advanced Selling Training is for seasoned sales professionals who need to learn how to assert themselves and push for the sale when necessary. This is an essential skill for reps dealing with high-level clients, to be able to command the respect they need to close high-ticket sales.

Fans of Challenger Sale training come to us to equip their teams with the skills needed to: represent themselves as experts, build relationships with key decision-makers, tailor presentations, and take control of the sale.