2. The Challenger Sale

3. Business Club
Studies conducted by the Corporate Executive Board have shown that there are really only 5 main types of sales rep profiles:

4. The Hard Worker Business Club Always willing to go the extra mile
(21% of sales reps)
Always willing to go the extra mile
Doesn’t give up easily
Self motivated
Interested in feedback and development

5. The Challenger Business Club Always has a different view of the world
(27% of sales reps)
Always has a different view of the world
Understands the customers business
Loves to debate
Pushes the customer

6. The Relationship Builder
Business Club
The Relationship Builder
(21% of sales reps)
Builds strong advocates in customer organization
Generous in giving time to help others
Gets along with everyone

7. The Lone Wolf Business Club Follows own instincts Self-assured
(18% of sales reps)
Follows own instincts
Self-assured
Difficult to control

8. The Reactive Problem Solver
Business Club
The Reactive Problem Solver
(14% of sales reps)
Reliably responds to internal and external stakeholders
Ensures that all problems are solved
Detail-orientated

9. Which profile fits you best?
Business Club
Which profile fits you best?
The Relationship Builder
The Reactive Problem Solver
The Challenger
The Lone Wolf
The Hard Worker

10. Business Club
One Big Winner

11. Why The Challenger Out Performs Everyone Else
Business Club
Why The Challenger Out Performs Everyone Else
Offers the customer a unique perspective
Has strong two-way communication skills
Knows the individual customer’s value drivers
Can identify economic drivers of the customer’s business
Is comfortable discussing money
Can pressure the customer

12. The Challenger vs. The Relationship Builder
Business Club
The Challenger vs. The Relationship Builder
The Relationship Builder profile focuses on resolving tension in customer interactions to make situations more amicable and positive in encouraging collaboration.
Forms good relationships
Builds customer advocates
Builds cross-functional
relationships
Can work with anyone
Is genuine
Is accessible to the customer
Gives time to help others
Respects the customers time
Gets Along with Others
Likeable
Generous with time

13. The Challenger vs. The Relationship Builder
Business Club
The Challenger vs. The Relationship Builder
The Challenger profile focuses on building customer tension in customer interactions to push the customer out of his or her comfort zone.
Offers unique perspective
Uses two-way communication skills
Knows customer value drivers
Can ID economic drivers
Is comfortable discussing money
Can pressure the customer
Teaches
Tailors
Takes Control

14. Business Club Constructive Tension TEACH TAKE TAILOR CONTROL
Challenger Reps deliver insight that reframes the way customers think about their business and their needs
Challenger Reps seek to leverage constructive tension to their advantage across all dimensions of the sale
Constructive Tension
TEACH
For differentiation
TAKE
CONTROL
of the sale
TAILOR
For resonance
Challenger reps
openly pursue
goals in a direct but nonaggressive way to overcome increased risk aversion
Challenger Reps communicate sales messages in the context of the customer

15. Business Club Challengers don’t ask customers what they
need, they tell them what they need.
It is easy to sit down, listen to the customer, find out what they need, then present them exactly what they think they wanted.
A Challenger will question the truth behind what the customer wants to buy by teaching them something new they did not know about what they wanted and show them how to obtain that with their product or service.

16. This is called “Commercial Teaching”
Business Club
Challengers don’t ask customers what they
need, they tell them what they need.
It is easy to sit down, listen to the customer, find out what they need, then present them exactly what they think they wanted.
A Challenger will question the truth behind what the customer wants to buy by teaching them something new they did not know about what they wanted and show them how to obtain that with their product or service.
This is called “Commercial Teaching”

17. Top 5 attributes of the Challenger … Business Club
Offers customer unique and valuable perspective on the market
Helps customer navigate alternatives
Provides customer with ongoing advice and consultation
Helps customer avoid potential land mines
Educates customer on the new issues and outcomes

18. Business Club Positive Neutral Negative 6. Your Solution 2. Reframe
Map of services or solutions mapped back to the key teaching points; highlighted path to implementation
2. Reframe
First reframe of unrecognized problem, need, or assumption
5. Value Proposition – A New Way
A new framework for addressing the problem – implicitly tied to the value proposition
3. Rational Drowning
Gradual Intensification of the problem, both in degree and closeness to the customer
1. The Warmer
Building credibility by reading their mind, demonstrating empathy
Neutral
4. Emotional Impact
Psychological features of the problem, or presence in the individual’s workflow, harmonizing the problem
Negative

19. Taking control of the sale is synonymous with negotiation
Business Club
Taking control of the sale is synonymous with negotiation
Reps only take control regarding matters of money
Reps will become too aggressive if we tell them to “take control”
What should be the title of this list be???
For this slide ask the students to make a title for the three points. Once done click and show the real title.

20. Three Common Misconceptions About Taking Control of the Sale
Business Club
Three Common Misconceptions About Taking Control of the Sale
Taking control of the sale is synonymous with negotiation
Reps only take control regarding matters of money
Reps will become too aggressive if we tell them to “take control”
What should be the title of this list be???
For this slide ask the students to make a title for the three points. Once done click and show the real title.

21. Taking control of the sale is synonymous with negotiation
Business Club
Taking control of the sale is synonymous with negotiation
Research shows that a challenger rep takes control across the entire sales process, not just at the end. The best time to take control is right from the beginning.
For this slide ask the students to make a title for the three points. Once done click and show the real title.

22. Remember, this is called Commercial Teaching
Business Club
Taking control of the sale is synonymous with negotiation
Research shows that a challenger rep takes control across the entire sales process, not just at the end. The best time to take control is right from the beginning.
Remember, this is called Commercial Teaching
For this slide ask the students to make a title for the three points. Once done click and show the real title.

23. 2. Reps only take control regarding matters of money
Business Club
2. Reps only take control regarding matters of money
Push the customer in terms about how they think about their world and their challenges as well as how to solve those problems
For this slide ask the students to make a title for the three points. Once done click and show the real title.

24. This is also part of Commercial Teaching
Business Club
2. Reps only take control regarding matters of money
Push the customer in terms about how they think about their world and their challenges as well as how to solve those problems
This is also part of Commercial Teaching
For this slide ask the students to make a title for the three points. Once done click and show the real title.

25. 3. Reps will become too aggressive if we tell them to “take control”
Business Club
3. Reps will become too aggressive if we tell them to “take control”
Aggressiveness uses antagonistic language.
Assertiveness uses strong language, but not so strong as to come off offensive.
For this slide ask the students to make a title for the three points. Once done click and show the real title.

26. Discussion Questions:
Business Club
Discussion Questions:
What is something that all sales people can learn from the Challenger Sales Rep. profile?
If you are in sales, how can commercial teaching be applied in your industry?
How important is sales training for a sales person?
What are some counter-intuitive things that are done in sales that you have learn via your training?
What is the best sales tip that you have learned from your company?
What is the best sales tip that you have learned outside of your company?
Describe the most difficult sale you have made (if you are not in sales, then describe the most difficult thing you have done to change someone’s mind to your idea)?
What are some other great tips for those who are in sales, and if you are not in sales, how can you apply what someone may learn in sales training to their personal lives or careers?
For this slide ask the students to make a title for the three points. Once done click and show the real title.