Challenger Sales Model 101: Tips for Implementation

The Challenger Sales model differs from the typical, traditional sales process by leaning away from relationship building and focusing on challenging the status quo. Educating the prospect is essential with this framework, making it ideal for complex sales cycles.

In our overview guide, we’ll explain what you need to know about the Challenger Sales model, including who created it, its core principles, what you can expect, and most importantly, how you can implement it at scale. 

What Is the Challenger Sales Model?

The Challenger Sales model is a selling framework based on the Challenger Sales book. This methodology puts a special emphasis on showing prospects a new perspective and questioning the status quo. 

There are five distinct sales rep types (including the Challenger) to be aware of: 

• The Problem Solver, who wants to make sure all the client’s pain points are solved, and is reliable and detail-oriented
• The Relationship Builder, who seems to get along with everyone, builds a strong rapport with prospects and clients, and is always offering up their time
• The Lone Wolf, who works independently, is self-confident, and follows their own instincts 
• The Hard Worker, who has an indomitable spirit, never gives in, loves receiving feedback, and goes the extra mile to get the job done
• The Challenger, who offers a different, fresh perspective, isn’t afraid to debate, and is comfortable pushing prospects and clients out of their comfort zone

The breakdown of sales personalities among reps can vary, but about 40% of high performers align with the Challenger persona, according to Gartner research. Getting familiar with these sales rep profiles can help you get a better idea of what the Challenger Sales model stands for. 

Who wrote the Challenger Sales book?

The Challenger Sales book, called “The Challenger Sale,” was written by Matthew Dixon and Brent Adamson. Since its publication in 2011, the Challenger Sales book has introduced new sales concepts and has evolved into a respected methodology. 

However, unlike other sales methodologies that prioritize relationship building with prospects, the authors of the Challenger Sales book disagree. In fact, with regard to high performing sales reps closing sales, relationship building and rapport are the least effective strategies. The authors argue that instead of leveraging rapport and relationship building, reps should step up to the plate and take control of the situation. 

A sales rep using the Challenger Sales model would be better off educating prospects about their problem and how they can solve it instead of honing in on building trust and credibility through a relationship. The worst performing profile, according to Gartner research, is the Relationship Builder, and only 7% of high sales performers used this method.

Challenger Sales model vs. traditional selling

The Challenger Sales model differs from traditional selling. In a nutshell, educating prospects is at the core of this framework. With traditional selling, reps might focus more of their energy on offering up solutions. With Challenger Sales, reps are more likely to bring the prospect’s attention to their pain points — pain points they likely haven’t even realized. 

Key principles of the Challenger Sales methodology

That being said, it isn’t surprising that one of the key principles of the Challenger Sales model is educating buyers by teaching them something they don’t know. For example, reps that use this methodology aim to show prospects a fresh perspective and introduce them to new concepts they weren’t previously aware of.

Another key component is using data-backed insights to shed light on those aforementioned new ideas.  

Similar to other methodologies such as the Miller Heiman sales process, the Challenger Sales model also places emphasis on proactively addressing objections as opposed to waiting for them to crop up down the line.  

Reps who use the Challenger Sales model tend to customize presentations and sales pitches to specific prospect pain points. Whereas reps using more traditional sales methods might have a general pitch template, Challenger Sales emphasizes the need to address specific needs instead of a more general approach. 

How Does the Challenger Sales Model Work?

The Challenger Sales model works because reps leverage their intimate knowledge of their clients and businesses to offer personalized solutions and insights. Sales experiences should feel meaningful to clients, and because the Challenger Sales model is so customer-centric, the ability of a rep to form genuine relationships affects purchase decisions. 

Challenger Sales create something called constructive tension — in other words, light tension created through casual, lighthearted debates. With this framework, reps can’t be afraid of pushing the customer outside their comfort zone or speaking up. Reps need to be able to purposely disrupt the prospect’s current mode of thinking and be ready to provide a solution.  

Businesses who use this methodology reported an increase in sales, especially when it comes to complex sales. Of salespeople earning $250,000 or more, 60% use the Challenger Sales model.

What to Expect from the Challenger Sales Model Process

If the Challenger Sales model is a framework you want to see your reps using, you’re not alone. Nearly 40% of high performing reps are Challengers. Here’s how you can implement this methodology for your team and what that might look like.

1. Understand the buyer. 

Even though relationship building isn’t at the forefront of Challenger Sales, reps using this method still need to get an idea of who the buyer is. Since education is a huge component of this framework, reps need to put in some time and effort researching the buyer’s specific pain points. 

Reps can also probe a little through conversations with the prospect to discover or unearth potential motivations or needs. Similarly to SPIN selling, at the beginning stage, a rep’s product or service shouldn’t even be mentioned, according to the Challenger Sales book. Instead, the focus is on the buyer’s pain points. 

2. Introduce a fresh perspective.

Once you nail down the main pain points, you can start to introduce your perspective. In other words, reframe the conversation to teach the prospect how their preconceived notions for solutions might not align with their pain points. 

In this step, reps should challenge the prospect to create constructive tension and steer the buyer toward a new solution: yours. Although you need to challenge them, make sure to stay on topic and keep the conversation moving. If the prospect has any misconceptions, challenge those. Lean on data and metric-backed insights to share your perspective. 

Exude confidence, too. It may seem obvious, but confidence goes a long way with the Challenger Sales model. Reps that are anxious or lack confidence struggle to properly execute the education and challenging aspect, which is key for the success of this methodology. 

3. Personalize the presentation.

No matter the solution, be sure to personalize the presentation to your buyer’s distinct needs and pain points. There’s no “one size fits all” sales presentation here. Your sales pitch should be tailored directly to their specific situation. Vague or generic presentations can actually harm your cause — generalizations like these don’t resonate with prospects and can cause you to lose a sale.

Using data-backed evidence can help when it comes to objection handling, too. Data and other insights can also help reinforce the value proposition.

4. Close the deal.

The final step is closing the deal and converting the prospect to a customer. With the Challenger Sales model, closing can be quicker since the reps take control of the conversation and lead from start to finish. 

How to Use Yoodli for Challenger Sales Model Training

When you’re ready to implement Challenger Sales model training, it’s not uncommon for sales leaders to feel a bit overwhelmed, especially when considering at-scale implementation. That’s where Yoodli comes in.

Yoodli — an AI-based sales coach — offers brands a risk-free environment for reps to practice getting comfortable with the Challenger Sales model. Industry leaders at companies like Google, Korn Ferry, and Dale Carnegie have all used Yoodli to get reps up to speed, decreasing ramp and increasing seller attainment.

One of the reasons Yoodli works so well for at-scale training and implementation is that it offers realistic sales scenarios allowing reps to practice, completely risk free, with different AI clients. For example, reps can participate in simulated inbound and outbound discovery, and cold calling using the Challenger Sales methodology.

Reps can practice with a plethora of different client personalities and will receive detailed coaching feedback backed by data, to improve sales performance. 

Google Cloud, for example, recently tapped into Yoodli to get thousands of reps up to speed — more than 15,000. This initial program was such a success that Google Cloud uses Yoodli for other enablement programs, too. Check out the results of the Google Cloud case study to see specific metrics and examples of how your brand can do the same.  

You can learn more about using Yoodli to implement the Challenger Sales model at https://yoodli.ai/. 

Challenger Sales Model Pros + Cons

Like any sales model, there are pros and cons to this methodology. Here are the advantages and disadvantages of using the Challenger Sales model for your reps.

Pros of the Challenger Sales model 

One of the most significant pros to using Challenger Sales is that it’s a customer-centric approach. Sales methodologies that put a special emphasis on relating to and building rapport with the prospect naturally hone in on client pain points. This can help reps tailor their conversations and presentations directly to the client, which leads us to another advantage.

Having the prospect at the forefront makes the Challenger Sales model effective for complicated sales. While other frameworks might not work for complex sales deals, that’s an area where Challenger shines. For example, if your reps have a complex solution, like a nuanced product or service, this model might be a good methodology to experiment with. Because it’s different from more traditional sales methods, using the Challenger approach can help reps stand out from the competition. 

Of course, the resulting increase in sales could also be considered an advantage. Leveraging new insights and challenging the status quo can boost sales performance across the board. 

Cons of using the Challenger Sales model

However, the Challenger Sales model isn’t perfect, and no sales methodology is. There are a few disadvantages to this model to be aware of.

For example, those new to Challenger Sales risk coming off “aggressive” if their approach isn’t executed properly. This framework isn’t an aggressive one by nature, but for those new to the methodology, the concept of constructive tension can seem pushy or aggressive from a prospect perspective. 

That’s why practicing is so critical when considering implementing this method. Reps who want to use this framework need to have very solid interpersonal skills. If a rep’s persuasion and communication skills are lacking, it can negatively affect potential sales. 

In a similar vein, that’s exactly why the Challenger Sales model might not work for everyone. Some people are more sensitive to perceived aggression, challenges, or simple confrontation. There are some buyers who prefer more traditional sales techniques that they’re familiar with.

Since the framework is so buyer-centric, implementing the Challenger Sales model can be time consuming. It can be even more time intensive for complicated or more nuanced sales cycles (but that’s to be expected).

The Main Takeaway

The Challenger Sales model is a great framework to get familiar with, even if you don’t plan on implementing it right away. Sometimes providing prospects with a fresh perspective and challenging the status quo is exactly what’s needed. 

Just don’t forget the necessity of dedicated practice when considering at-scale implementation with a tool like Yoodli.

Sources

• Gartner: “The Power of the Challenger Sales Model.” 
• Pipedrive: “The Challenger Sale model: How to lead the conversation.”
• HubSpot: “A 5-Minute Summary Of ‘The Challenger Sale’ Book Your Boss Told You To Read.”
• Challenger, Inc.: “The Challenger Sale.” 
• Sales Enablement Collective: “What is the Challenger sales methodology?”