AI Coach: find and fix deal issues before they result in closed-lost using AI

Discovery Questioning

The Challenger Sale

10 min
Average Score

Matt Dixon

Founding Partner at DCMi

Watch Session

In the world of sales, success often hinges on the ability of sales reps to stand out from the competition and provide value that goes beyond the product or service itself. In this session, we will delve into the concept of being a challenger sales rep and how this approach can make a significant difference in winning deals and securing customer loyalty. Watch this session to learn more about this topic.

The Shift in Customer Mindset

During the sales process, customers go through a fundamental shift in mindset. Initially, they focus on finding the best solution for their needs. However, as they progress further, typically around the 60% mark of the decision-making process, their priorities change. They start emphasizing not who is the best, but rather who can offer the most favorable pricing, terms, and conditions. As a salesperson, this shift can be challenging to navigate.

Escaping the Conundrum

So, what can sales reps do to escape this pricing-centric conundrum? The answer lies in becoming challenger sales reps. But what exactly does that entail? Let's explore further.

The Power of Unique Insights

In a survey comparing suppliers who won deals with those who came in second, a surprising trend emerged. While factors like brand, product quality, and pricing were important, the sales experience itself played a pivotal role in customer loyalty. In fact, over 53% of customer loyalty can be attributed to the sales experience.

Insight-Based Sales Conversations

To be a challenger sales rep, one must excel in delivering insight-based sales conversations. This involves walking into customer meetings with unique and valuable perspectives on their business problems or opportunities. It's about teaching the customer something new, helping them navigate alternatives, and providing insights they hadn't considered before. Essentially, it's turning the sales conversation into a platform for delivering valuable knowledge.

Sales as a Force for Good

However, it's crucial to highlight that sales interactions can either be a force for good or a force for evil. Customers expressed frustration with two types of sales approaches: the "show up and throw up" technique and the open-ended questioning approach.

- The "Show Up and Throw Up"

This approach involves bombarding customers with information that can easily be found on a company's website or marketing materials. It adds little value and can even be overwhelming.

- The Open-Ended Questioning Approach

While asking questions is essential, customers were annoyed by sales reps who led with generic open-ended questions like "What's keeping you up at night?" Instead, they desired salespeople who could start the conversation with insights and then engage in meaningful dialogue.

The Value of Teaching Customers

Customers want sales reps who can teach them something they don't already know. In a world where information is readily accessible, customers are seeking the missing piece of the puzzle—the knowledge that only you can provide. This is the essence of being a challenger sales rep.

In summary, becoming a challenger sales rep is about delivering unique insights, teaching customers, and creating sales experiences that customers find valuable. To succeed in this approach, salespeople need the right training and content that fosters insight-based conversations.

How Triple Session works

Training, Testing, & Feedback

Triple Session's proven formula accelerates your sales performance through consistent, organized practice, backed by measurable results.

Watch a session

Bite-Sized Knowledge

Our expert-led video sessions simplify complex sales concepts into easy-to-digest 5-15 minute videos for better retention.

Test your understanding

Test Your Understanding

After each session, there will be a quiz to test your understanding and help you improve on any areas that need more attention.

Evaluate and Grow

Evaluate and Grow

Get progress snapshots after each quiz to track your improvements and achieve your sales mastery goals.