3 Challenger Sales Techniques | The Truth About The Challenger Sales
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- Опубліковано 21 тра 2024
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The Challenger Sale book was first published less than a decade ago. The sales techniques book quickly became the hot topic of discussion across the industry due to its position as ‘Anti Solution Selling’ - a sales methodology adopted by businesses worldwide.
To summarise the Challenger sale book, authors Mathew Dixon and Brent Adamson argue that relationship-building is no longer the best sales method. A conclusion drawn from their findings is one of the most extensive studies ever conducted in sales. In this video, Tom Abbott explains 3 challenger sales techniques. Alongside debunking some myths about the approach.
Chapters in this video
00:00 - Introduction
00:27 - The Challenger concept | 5 different salespeople
01:58 - The Challenger salesperson
03:08 - 3 Challenger sales techniques
03:12 - 1. Identify a unique opportunity
03:31 - 2. Present a solution to the advantage of the insight
03:43 - 3. Apply firm but gentle pressure
How to identify 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.
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This is one of the better videos I've found explaining the Challenger approach. If I'm reading correctly, it sounds as if the the book's main finding is that salespeople who are domain experts to the extent that they have unique insights into their customers' needs have an advantage. That's logical, but also a big ask if you're not recruiting from within the industry. I can imagine it works well with a product that challenges the dominant thinking, and that lateral approach requires a new approach from the customer.
Once you have a sales team with breakthrough insight into the hidden, the key isn't debate per se, but a *willingness* to engage in gentle debate to encourage the customer to see the solution through the frame that lead the selling company to invent it. I can imagine this being particularly effective where an industry has accepted pains with a common, unaddressed root cause ("inherent" problems that competitors put bandaids on are all symptoms of some underlying cause that our solution removes).
Conversely (if I'm correct) it is not, as so many other videos seem to claim, a way of trying to convince customers that their problems aren't real and the issues they need to address are problems you just happen to have prepared earlier - problems to which we hope they'll realise we have the magic solution for.
Having been on the receiving end of sales pitches, there is little more infuriating than a salesperson who denies your day-to-day reality. However... it *can* be refreshing to engage with a company that sees and calls out elephants in the room that everybody knows but feels powerless to change.
I think you'd just want to be sure you have such an insight, and such a product on hand before trying this one.
Hi Steven, I'm glad you found this one of the better videos explaining the Challenger approach. Recruiting from within the customers' industry or finding other ways of becoming a domain expert is a definite advantage. The keys to success using this approach require salespeople to share teach their customer about problems and solutions, tailor their approach to address customer needs and take control of the sales conversation. What type of work do you do Steven?
@@SOCOSalesTraining I’m a Chief Product Officer for an education tech provider in Australia.
@@pinstripesandpedals we delivered training for Education Horizon Group earlier this year! Did you join the sessions?
@@SOCOSalesTraining that's brilliant! I wasn't there as I've only just joined - it's literally my first week.
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Glad you found the content helpful!
Challenger is an incomplete theory and while it has valid points it is mostly kitchen table wisdom and pseudo science. It appeals to certain people because it "challenges"other theories on sales. It has most relevance when selling to fortune 500
Challenger definitely isn't right for everyone, especially not for entry level sales reps. But when applied correctly, in the right scenario, it can be very effective.
Thanks for sharing your thoughts!
Since I don't have fortune 500 companies (I'll have to Google)
Do you mean it's more applicable to high cost sale solutions?
For example. What I sell is a 12 month solution based service.. Around 70 dollars a month maximum
@@alexanderwindh4830 Challenger is definitely most applicable when selling high cost solutions and (most importantly) when you're offering a solution that is TRULY UNIQUE requiring you to CHALLENGE your customer's perception of how a problem like theirs should be solved. Example: "Every vendor offers 'x' but we offer 'y' because....". Given what you sell and how much you charge, a 'consultative selling' approach like this doesn't make sense. It's hardly worth you having sales reps. You're better off focusing on a low touch, high volume approach, with a great demo video and compelling call-to-action!!
@@alexanderwindh4830 we do it all the time in my business , In my opinion this couldn’t be more accurate , we offer home services with low price and additional services at a lot higher price, we have many options but this really applies to all sales and sellers.