The Challenger Sale

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(No Transcript)
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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
• Doesnt 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 Relationship Builder
The Reactive Problem Solver
The Challenger
The Lone Wolf
The Hard Worker
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One Big Winner
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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 customers value drivers
• Can identify economic drivers of the customers
  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.

• 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.

• 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
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Challenger Reps seek to leverage constructive
tension to their advantage across all dimensions
of the sale
Challenger Reps deliver insight that reframes the
way customers think about their business and
their needs
Constructive Tension
TEACH For differentiation
TAKE CONTROL of the sale
TAILOR For resonance
Challenger reps openly pursue goals in a direct
but nonaggressive way to overcome increased risk
aversion
Challenger Reps communicate sales messages in the
context of the customer
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Challengers dont 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 dont 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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Positive
6. Your Solution Map of services or solutions
mapped back to the key teaching points
highlighted path to implementation
2. Reframe First reframe of unrecognized problem,
need, or assumption
5. Value Proposition A New Way A new framework
for addressing the problem implicitly tied to
the value proposition
3. Rational Drowning Gradual Intensification of
the problem, both in degree and closeness to the
customer
1. The Warmer Building credibility by reading
their mind, demonstrating empathy
Neutral
4. Emotional Impact Psychological features of the
problem, or presence in the individuals
workflow, harmonizing the problem
Negative
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• Taking control of the sale is synonymous with
  negotiation
• Reps only take control regarding matters of money
• 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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Three Common Misconceptions About Taking Control
of the Sale

• Taking control of the sale is synonymous with
  negotiation
• Reps only take control regarding matters of money
• 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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• 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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• 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
• What is something that all sales people can learn
  from the Challenger Sales Rep. profile?
• If you are in sales, how can commercial teaching
  be applied in your industry?
• How important is sales training for a sales
  person?
• What are some counter-intuitive things that are
  done in sales that you have learn via your
  training?
• What is the best sales tip that you have learned
  from your company?
• What is the best sales tip that you have learned
  outside of your company?
• 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 someones
  mind to your idea)?
• 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?