Most sales strategies suggest that building relationships with prospects is key. However, Matthew Dixon and Brent Adamson, authors of The Challenger Sale, think differently. They introduced a new approach called the Challenger Sales Model.
Let’s break down what this model is all about.
What is the Challenger Sales Methodology?
The Challenger Sales Method is a B2B strategy that teaches prospects something new. This idea comes from The Challenger Sale by Dixon and Adamson. The method encourages guiding customer decision-makers to think or act in a certain way.
Instead of listing product benefits, the Challenger salesperson identifies a specific customer problem. Then, they show how the product or service can solve it. By knowing the customer and the product well, the salesperson controls the conversation and helps the customer decide to buy.
The Types of Sales Reps in the Challenger Model
According to the Challenger Sales Model, 40% of top-performing sales reps use this approach, which is successful in B2B sales. Before we explore what a Challenger rep is, let’s look at other types of sales reps.
The Hard Worker
The hard worker is constantly pushing to do better. They're self-driven, stay productive, and don’t need much guidance. They believe hard work will always pay off. But they can get stuck thinking that working hard is enough to close deals, which isn’t always true.
The Relationship Builder
The relationship builder focuses on being liked. They do a great job keeping clients happy and maintaining relationships. But they often find it hard to challenge customers or close new deals.
The Lone Wolf
The lone wolf follows their path. They ignore the usual sales processes and go with their gut. They may not update CRM systems or follow deadlines, which can frustrate their team. But they rely on their instincts and confidence to close deals on their terms.
The Problem Solver
Problem solvers are great at keeping current customers satisfied. They spend a lot of time fixing issues after a sale. While this helps with customer loyalty, it takes away from the time they could spend making new sales.
The Challenger
The challenger digs deep into a prospect's business, industry, and pain points. They use this knowledge to push customers to think differently. Challengers aren’t afraid of tough conversations. They work with buyers to change their thinking and find solutions.
While each type of rep has its strengths, the challenger is the best for complex sales. B2B buying often involves 6 to 10 decision-makers. Each has its problems and priorities. Challenger reps know how to guide these decision-makers quickly. They get them to see the bigger picture and close deals faster.
Why Are Challenger Reps Top Performers?
Challengers stand out as top performers for a reason. Modern B2B buyers spend less time with sales reps and more time researching independently. They come to sales calls already knowing a lot. But with so many options, they often feel overwhelmed.
The Challenger method skips the basic talk about features and benefits. Instead, it helps take control of the conversation. It challenges the prospect’s current beliefs and offers a new solution.
Challenger reps help prospects see different options. They then match their pitch to what the prospect truly needs. It’s about teaching the prospect how to solve their problems and positioning your solution as the best choice.
This approach builds customer loyalty by respecting what they already know and offering more value.
Why should sales teams use the Challenger method? Simple. Challenger reps are usually the top performers. Sales managers will notice that those using this method see better results.
The Three “T” Skills That Make a Challenger Rep Stand Out
The best sales reps do more than just follow orders—they challenge. A Challenger sales rep shines in three key areas, called the “Three T’s.” These skills make them top performers in tough sales situations.
Here’s what Challenger reps do well:
- Teaching: They share new ideas the customer hasn’t considered before.
- Tailoring: They adjust their sales pitch to match the customer’s needs.
- Taking Control: They guide the conversation confidently without being pushy.
Steps to Using the Challenger Sales Model
Sales reps need to learn new skills to adopt the Challenger Sales approach. This requires specific training on the six key Challenger strategies in tandem with sales and operations planning for better team alignment.
These strategies don’t just strengthen sales pitches—they start real conversations and change how prospects think. Here are the six steps to follow, along with questions that can help guide the discussion:
- The Warmer: Show that you understand the prospect’s world. Ask, “What are some of the biggest challenges you’re facing right now?”
- The Reframe: Offer a new way of thinking. Ask, “Have you ever thought about [Insert Idea] as a way to solve [Problem]?”
- Rational Drowning: Use data and logic to highlight why they should act now. Ask, “What would happen to your business if you could fix [Challenge] by [Percentage]?”
- Emotional Impact: Make it personal and connect with their emotions. Ask, “How does [Challenge] affect your team’s day-to-day work?”
- A New Way: Present a solution that addresses their real needs. Ask, “What if there’s a better way to handle [Challenge] that you haven’t considered?”
- Your Solution: Show how your product or service fits. Ask, “Have you tried [Solution] to solve [Challenge]?”
How to Make Your Sales Team More Like Challengers?
To turn your sales team into Challenger reps, start with solid training. Focus on three key areas: teaching them to educate customers, tailor their message, and take control of the conversation. The goal is to make them trusted advisors, not just sellers.
Understanding the strengths and weaknesses of each type of rep is key to improving their performance. A skills matrix can be an excellent tool to help sales managers evaluate and develop these skills across their teams.
Coaching Tips for Different Types of Reps:
- Hard Workers: Help them use their work ethic to understand the customer’s business, not just increase outreach.
- Relationship Builders: Teach them to challenge clients, not just build relationships.
- Lone Wolves: Encourage them to use their independent mindset to create unique customer solutions.
- Problem Solvers: Help them focus on closing deals by solving problems upfront instead of waiting until after the sale.
A great way to build Challenger skills is through roleplaying. Have reps step out of their comfort zone and practice with sales leaders. Use scenarios that cover teaching, tailoring messages, and taking control of the conversation.
For example:
- Teaching: The rep shares new insights on a trend the prospect may not know about and explains how it impacts their business.
- Tailoring: The rep responds to a common objection by tying it to something the prospect mentioned earlier.
- Taking Control: The rep redirects the conversation to a key point when the prospect gets off track.
Roleplaying helps salespeople and managers practice Challenger skills. It’s the fastest way to move from learning the theory to mastering it.
Conclusion
The Challenger Sales Model gives sales teams a new approach to selling. Instead of just building relationships, it encourages reps to challenge prospects' thinking and offer fresh ideas.
Challenger reps become trusted advisors by teaching, customizing their pitch, and leading conversations. They help buyers make better decisions.
The Challenger method can make a big difference for teams wanting better results. It’s more than just making sales. It’s about changing how buyers see their problems and showing them your solution is the best fit. With the right practice, any sales team can learn these skills and succeed in tough B2B sales.
