Challenger Selling Model
Goal: Create a customized sales strategy to teach, tailor, and take control
Corporate Executive Board’s Executive Director Matthew Dixon and Managing Director Brent Adamson have developed an insightful technique to help organizations develop customized sales strategies. In their book, The Challenger Sale: Taking Control of the Customer Conversation, they describe one of the most effective types of sales professionals: The Challenger. This profile is defined by three skills:
- Teach – offer a unique perspective to provide customers with valuable information for how to compete in their market more effectively
- Tailor – modify the teaching method and message so it will resonate with your audience’s business priorities
- Take control – Move customers out of their comfort zone. Be assertive when discussing money and apply pressure in the decision-making cycle.
Challengers express all these characteristics while leveraging constructive tension to their advantage throughout the sale. Transforming the sales strategy of your company to the Challenger Selling Model requires time and dedication, calling for cooperation among your marketing and sales teams. Take advantage of this game’s visual organization — illustrated in The Challenger Sale — and extensive collaboration to identify how to balance the aspects of this technique.
Draw a Venn diagram on a large poster or white board. In it, include the following.
3 overlapping circles:
- Top = “Teach for Differentiation” – insight that reframes how a customer may see their business and needs
- Bottom Left = “Tailor for Resonance” – sales messages geared toward the values of the customer
- Bottom Right = “Take Control of the Sale” – how to pursue goals assertively to overcome customer aversion
One concentric circle:
- Draw a large circle around the smaller three, and label it “Constructive Tension.” This is for ideas on how a rep can use tension to their advantage.
Pass out post-its to your players; ask them to write their ideas on the sticky notes for each of the sections and to post them on the chart. After all the notes are complete, collaborate to identify how to use these ideas to customize the perfect message for the customer. The model works best when all three components are balanced, so look for ways to incorporate the ideas to create a strategy that fits in the center of the diagram.
Why it Works
The Challenger Selling Model demands that reps provide a unique perspective, be attentive to customer needs and values, and assert control while using tension to their advantage. This game provides the visual organization necessary to balance the integral factors of the model and promotes collaboration to help your team construct the most effective sales strategy for a specific stakeholder.
For more about the Challenger Selling Model, click here.
Here is this page’s HTML code for you to post on your site.