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If a rep is to win a deal, they must be able to effectively communicate with a wide range of customer stakeholders. A B2B buying decision is rarely if ever made by one person it is a “committee matter” made by consensus.
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Instead of having a set pattern, they tailor their communications to the person they are talking to. So what sets a challenger apart is not so much the quality of their products, but the value of their insight. The challenger doesn’t win simply by understanding their customers’ world as well as their customers, but by actually knowing it better, and imparting wisdom to prospects about it. Challenger sales reps possess a keen understanding of the customer’s business and utilize that understanding to expand the customer’s thinking and impart to them something new about how their company can more effectively do business. or service in question, but about larger business problems, new ideas, and astute insights. TeachingĬhallengers teach their prospects-not about the product Product Product refers to anything (an idea, item, service, process or information) that meets a need or a desire and is offered to a market, usually but not always at a price. The Challenger follows a particular control process consisting of three basic factors. Unique Qualitiesīecause it is evident that the Challenger is by far the most successful sales persona, the authors take the time to isolate the qualities found in this type of salesperson and impart them to the other four personality types. The others are relationship builders, hard workers, lone wolves, and reactive problem solvers.Īccording to Matthew Dixon and Brent Adamson, authors of the bestselling book The Challenger Sale: Taking Control of the Customer Conversation, the challenger represented 40 percent of the top-performing reps in the authors’ study detailed in the book. The Challenger is one of five personas into which, according to the Challenger Sale sales methodology, nearly every B2B B2B B2B is an acronym for Business-to-Business, a model for selling, relationship-building, or engagement. Winning with The Challenger Sale: Pipeliner CRM Behind You All the Way