Turbo Charged Conversions
December 24, 2021

The Challenger Sale

Book Summaries

It was co-written by Matthew Dixon and Brent Adamson The book, ‘The Challenger Sales’, was written by Matthew Dixon and Brent Adams is a book that salespeople are known to recommend quite often. In addition to providing a more effective method to engage with customers, it can also help managers to improve their coaching, sales training, as well as customer loyalty.Authors of this book Matthew Dixon and Brent Adamson are the managing directors of CEB’s Sales Executive Council in Washington, D.C. The book is based on a comprehensive investigation of a large number of sales representatives from various sectors conducted through CEB Inc. The authors state that the traditional approach to relationship building isn’t suited for the complex and large B2B services.

Challenger Sale Challenger Salehelps discover a innovative sales technique known as”the “Challenger” sales method. It’s more effective than the traditional method to build a relationship with your customers. According to”Challenger” sales approach “Challenger” sales approach, the salespersons control the sales. They force customers to think about their needs from a new perspective. In addition they push back more than submitting to the demands of their customers. The authors also reveal the traits and actions that determine the performance of challengers.

Are You Looking To Increase Your Sales?

Campaigns for sales outreach made simple. Utilize drag and drop builders to create campaigns in a matter of only a few minutes.

Try SalesBlink for free

Table Of Contents

Have a look at the Challenger Sale book summary,

One Sentence Summary Of The Challenger Sale Book

Within the text, authors say that instead of discussing your service or product and making the customer realize that they face a serious issue that they must solve immediately. It is your responsibility to customize your message according to their specific sector. Instruct them that there’s an answer to their issue and why the product you offer will be the perfect fit.

Top Insights Of The Challenger Sale

1.) First, the model of selling solutions is all about providing packages of products based on consultation.

2.) Solution selling made the process more difficult and riskier for the customers. This is due to the fact that they make consensus-based sales, and use third-party consultants to transfer some more risk the vendor.

3.) The gap in performance between the average and top performers is only 59 per cent for transactions. It is 200 percent for solutions selling.

4.) Five distinct sales reps. They are: five types of sales reps: the Hard Worker, the Relationship Builder and the Lone Wolf, the Reactive Problem Solver, and the Challenger. In the majority of cases, particularly in complex sales situations, Challengers are dominant and make up 50% of the top performers.

5) Challengers can employ constructive tension to achieve three tasks – train customers to be more competitive and tailor the experience to meet the needs of every stakeholder, and manage the selling process.

6.) Effective teaching is about finding the distinctive value proposition of a provider. The CEB survey found that just 14 percent of businesses provide benefits that consumers consider distinct.

7.) The central question of the Commercial Teaching pitch is “What is right now costing our customers more money than they realize that only we can help fix?”

8) According to the CEB’s study the most important concern for the decision maker is to get an agreement across the entire organization.

9) The ability to control sales will help keep momentum going throughout your sale process. The challengers manage the sale by instructing the client how to buy a complicated product.

10,) 70% of surveys state that the managers do not have the necessary skills to be able to adapt to the model of sales.

11) The elements that count in determining the level of managerial excellence are sales skills, coaching and innovation in sales.

12) To transform an existing company’s sales force into challengers it is vital for managers to be convinced to implement Challenger Selling across the organization.

The ABC Myth

“The “Always Be Closing” is an iconic line from the film Glengarry Glen Ross but that does not mean it’s the most effective method of selling. The majority of most successful salespeople today aren’t doing it. They’re instead focused on training people and helping them to solve the problems they confront. Convincing potential buyers to purchase an item or service is no longer a priority in this modern digital age.

The Challenger Approach

One conclusion from the study of sales indicates that the customer experience is not the product, brand product, service or brand which drives 53 percent of loyalty of customers. Instead, the customer experience is determined by how reps interact with customers.

According to the study the study, it is possible to classify B2B sales reps in five different types of profiles. Each one describes the abilities and behavior sales reps employ to communicate with customers.

They include:1. The Hard-working type of sales representative is driven by self and does not quit easily. They are interested in the feedback they receive and their personal growth.

2. It’s the Lone Wolf – Such a salesperson follows their instincts and is confident. They are successful, however, it is difficult to manage.

3. The Relationship Builder representative is a traditional consultative rep that builds connections with prospects.

4. The Challenger A sales representative has a completely different perspective on the world and enjoys argue. Furthermore, he knows the needs of the client.

5. The Problem Solver The Problem Solver sales representative is meticulous and reliable. He will ensure that every issue is resolved.

“The Challenger Sale’ talks about the “Challenger Method” and how it refers to the selling performance of the high-performing salespeople.

The study showed that 40 percent of the top sales performers employ the Challenger style, but not the other four selling styles.

There’s a double chance of top performers using the Challenger strategy as opposed to another approach.

The majority of top performers utilize the challenger profile for more complex sales.

Only 7% of the top performers chose the relationship-building approach.

The Challenger method’s success rate grows due to the complexity of the sales, however it is effective well with top performers. For those who are average performers it was just as effective as other methods.

Traits Of A Challenger Rep

a. Providing a unique perspective to a customer

B. Being able to communicate effectively in two ways capabilities

C. Understanding the key drivers of value for customers

d. Identifying what the key economic factors driving a prospective company are.

e. Distinguishing money in a relaxed way

f. having the capability to pressure the client in a positive manner

‘ The Challenger Sale is defined as a challenger rep through his capacity to accomplish three things:a. Help customers understand what they aren’t familiar with. Also, offer valuable insight about how they can compete in their industry.

B. Adjust the pitch to the needs of the person who makes the final decision.

C. Make sure you are in control of the pricing debate and challenge the thought process of the client on the topic.

Teach For Differentiation

The authors emphasize the reality that solution selling isn’t appropriate today. This is due to the fact that customers are less likely of spending their time aiding sales reps to understand their requirements. According to their study, seven areas create the best customers’ experience. They include,

1. A representative with a unique and valuable perspective on the market

2. A representative helping the customer to find alternatives

3. Rep. who offers regular advice and guidance

4. A representative will assist the customer to avoid issues

5. Reps are trained to educate the customer on the latest issues and the outcomes

6. The supplier is simple to buy from

7. The supplier is supported by a large number of people from the business

The authors describe an instructional method called ” Commercial Teaching“. The sales rep helps the prospect consider their needs. This is a new skill that reps need to master. Here are six essential elements an effective teaching pitch should include,1.The Warmer: Firstly, show your prospect that you can understand the issues they face.

2. The Reframe: Relate the issues they are facing to a more important challenge or opportunity that they didn’t consider prior to.

3. Rational Drowning: Show prospects why they should alter their thinking.

4. Emotional Impact: Create an emotional connection with the narrative you’re telling. The story must convey how much pain employees endure daily within their company.

5. A new approach: Then make them aware of your service or product and provide them with a fresh way of things.

6. Your answer is to show that your solution is superior out of all the others and how it’s perfect in the latest thinking about business.

Tailor For Resonance

1. The art of forming consensus

Research suggests that the most significant problem that decision makers have to face is that there is no consensus within the company. One method to close the sale is to pay close attention to the different stakeholders in the business. To eventually create peace, you must inform the end users about the specifics of their business.

2. The New Sale Flow

In the typical sale model, representatives collect information from the stakeholders and pitch their products or services to the higher authority. Therefore, the primary attention is placed on the relationship between reps and decision makers. In contrast when using the model of the challenger there is a strong connection between the rep’s sales representative and stakeholder’s is very strong. Therefore, in order to make a sale you will need an interaction between them.

3. Tailoring to Stakeholders

According to this model reps must talk to more people than they used to do prior to this. The most effective way to customize messages is to start at the level of industry. Then, you can move to the role of an individual and organization. This is the reason the reason why challenger reps are able to customize their the individual stakeholder’s role based on results from customers.

Here’s the Solae story in the book ‘The Challenger Sale’

Solae, a firm that manufactures soy-based food products, decided to go to expand. But, the representatives were in a tough spot since the number of stakeholder was increasing. However, Solae created Customer Outcomes Cards with the details that each stakeholder wanted to know. They had a variety of information. The tool lets reps be aware of the key people who are involved in a solution as well as their most important outcomes.

To sell, Solae uses a template to record the purchase of a customer. It uses the Customer Outcomes Card. Reps then request participants to sign the template. When they have concluded the discussion with the decision maker, they provide the document as evidence of the consensus within the entire organisation. In Solae’s way of thinking they view everyone in the organization as clients.

Take Control of the Sale

If you decide to take over the transaction, there are two events that take place,

1. The ability to keep the sales process move

2. Discuss finances in a relaxed manner.

Discounts can be withdrawn only when you’re certain that you have added value by educating your client on things they did not already know. Challengers control the sales by informing customers about how to purchase an expensive solution.

They help the customer take on the challenge in a new way. If a customer attempts to get an offer The challenger will show the customer with information and insight. In this case, the challenger pushes the customer to buy something, but without being uncompromising.

1. The Misplaced Fear of Aggression

“The Challenger Sale’ says that there’s a real worry that inducing reps to assert themselves could cause them to become aggressive. Reps are of the opinion that their power is with the customer which is the reason they remain not active. Another reason is that reps often diminish the worth of the organization they’re a part of. The majority of the time, reps do not appear to value the technical expertise and experience of the company.

Being in control means knowing you’re providing value to your customer. Give them new ways to think about things from a different perspective. Another reason to be passive is the focus on customer service which has been used for too long.

Here’s how DuPont gets control.

DuPont is a business that allows reps to gain the lead during a negotiation. This is achieved by using an agreement template that can be used for planning negotiations. The template lists the power of the supplier like brand, pricing product, and more. The template also lists the areas where there are strengths and weaknesses and weaknesses as well. This gives the sales rep an understanding of the worth of the products he sells and helps him feel confident to continue the negotiations. This will prepare the salesperson to address the customers’ questions and to understand the needs of the supplier. He will be able to better determine the concessions he could make.

2. Carrying Out a Successful Negotiation

There is a four-step framework that DuPont employs for negotiations,

1.) Acknowledge and defer– Clients may ask reps to offer discounts. Reps agree to investigate it, but requests more time to learn about the client’s requirements more fully. In this way, he will be able to add value. This is why the rep takes the time of the customer and creates a sense of creative tension.

2.) Deepen and Broaden The rep will ask the client to tell him about their requirements. The rep then determines the solution that can meet those needs. This will help the client realize the value that the product offers.

3.) Explore and compare Different choices to find options that aren’t detrimental to margins, but provide value to customers.

4) Concede according to the strategy – Deciding when, what, and when to give a concession is vital when you negotiate with your client. The sequence of negotiations must be planned.

The New Sales Manager

Sales managers must be able to help implement the Challenger model of sales. But 63% of CEB members CEB say that their managers are not equipped with the necessary skills for advancing their sales models. 3 factors that are high-level matter sales skills, coaching and sales innovation.

1. Coaching

The dimensions of coaching include the following dimensions:

a. It’s continuing

b. It is custom-designed to every rep

C. The emphasis isn’t on the knowledge, but rather on the behavior

2. Pause prior to coaching

In order to become an expert in coaching others in sales interactions, you can use an approach called “PAUSE”,P- Get ready for the conversion of coaching If reps prepare in advance it creates a certain continuity between session of coaching.

A- Confirm the connection The relationship must be a strong emphasis placed on personal development , while not focusing on performance management discussions.

U- Learn to recognize the expected behavior Learn from managers to be aware of what to watch out for to conduct conversations in making better coaching.

S- Indicate the change in behavior – Provide managers with the guidelines and standards for giving feedback.

Embed the Latest Behaviours – Incorporate the coaching.

3. Drive Sales Innovation

Three main activities that create new sales,

1. Investigation

2. Creation

3. Sharing

Investigating means engaging with the agent to find the reason that is keeping the deal from moving forward.

Making solutions requires mapping suppliers’ capabilities to solve customer problems and also creating opportunities to cross-sell.

When it comes to sharing, good managers often share their ideas to encourage reps to replicate their efforts.

Coaching can help in improving the established behaviors, but it also helps in dealing with unexpected situations.

As a sales manager you’d like reps to test customers with innovative methods. Some reps are naturally attraction to the model of the challenger However, other reps are able to learn.

Reps can be provided with ample information on different industries and companies , and tailor their pitching according to those. You can then create cheat sheets that outline the goals for different roles in particular sectors. Managers must also show sales reps how to be successful as opponents. They can accomplish this by sharing lessons have learned from other salespeople in the same scenario.

Implementing The Challenger Model

1. What should sales executives be aware of

a. Each high-performer is not an opponent. It is important to recognize those who are challenging you to observe their selling behavior.

b. Be wary of allowing isolated animals to dominate the company.

C. Training reps to use using the Challenger model, however in the meantime, it’s vital to hire challengers.

D. Get the most value out from the Challenger model by enhancing your individual abilities and organizational skills together.

e. It’s not enough to conduct sales training. Concentrate on generating receptivity prior the sales training, and then come up with a structured and systematic training method.

2. How do marketing leaders should be aware of?

a. To be customer-centric in the true sense, you must be a nexus of insight. Additionally, you must develop unique insights that can help customers to think differently.

b. It is crucial to establish the supplier’s distinctive value offering. You cannot create an effective Challenger model without this.

C. Make yourself stand out from the competitive field. It is possible to do this by presenting a unique approach that focuses on the customers’ pain points.

3. What should senior management be aware of?

a. It’s enough to achieve 80 percent acceptance to the Challenger model rather than total adoption to change the behavior of your organization.

b. It is important to accept that between 20 and 30 percent of sales representatives are not likely to be able to switch into this model. Challenger Model.

C. Make use of the power of language to your advantage.

D. You can alter the way you execute the Challenger model to ensure that you are in line with the standard of behavior.

The Takeaways

1.) In the modern world it is important to have a personalized and customized item or service has become the most important selling point. In the past, sales relied on the skills of the sales rep however, there has seen a change. The focus is now on the customer.

2.) 2. In this digital time, all sales depend on the “Challenger” kind of salesperson. The type known as a challenger is person who comprehends the needs of the customers. In addition, they provide customers with new solutions.

3.) A salesperson from a challenger leads his conversation to the client. They convince them of the efficacy of his product from different angles.

4.) A challenger is in charge of the sale starting.

5.) To create an “challenger” sales team, sales managers must get everyone to the same level. This includes sharing information and solutions.

Six) Managers are essential individuals who facilitate the implementation of strategies that the management determines.

Why do I Recommend The Challenger Sale Book?

This Challenger Sale book brings forth an effective selling strategy that is relatively simple in its theory, however, it can be quite complex when applied. This book will assist you to understand the principles, techniques and the best practices for using this Challenger selling strategy. As a sales rep you’ll be able succeed and achieve your sales targets.

Who Should Read The Challenger Sale Book?

In the end everyone in sales should take a look at the Challenger Sale’ Book. The authors have conducted a thorough study. It is evident that the challenger selling method is an absolute game changer. Therefore, you can take your business up a notch with this strategy.

How Can Businesses Benefit From The Challenger Sales Model?

Sales processes are evolving and products and services get complicated with every passing day. Since customers have access to information through online sources, they are able to get as much information about the product as they want.

Before you contact the salespersons in question They conduct their own preliminary research and are certain of what they are looking for and what you can offer them. This is where it is when the Challenger sales model is working for you. It is the Challenger models for sales is most effective for selling products that are complex. About 40 percent of salespeople employ the model to achieve the best results.

It’s the most efficient method because it allows reps to close deals that are the most complicated quickly.


In the search for understanding the strategies of top performers which gives them an advantage over salespeople who are average The authors have discovered something that has changed the way sales are conducted completely. Instead of inundating customers with features of their products and benefits, Challengers provide customers with the information that is in store for them. As you’ve already observed this strategy can certainly yield excellent results when it is implemented correctly.

Prev post

Hello world!

Next post

Inbound Marketing – mini guide

Leave a comment