The Secrets of Sales “Challengers” Provoke, Inspire & Impress Your Way to More Connections

POP QUIZ:Which kind of sales rep are you?

What about your colleagues?

BEST FRIEND

Always friendly, helpful, and easy to

get along with

HARD WORKER

Willing to go the extra mile, doesn’t

give up easily

LONE WOLF

Follows his or her own instincts, self-assured

FIXER

Intellectual, detail-oriented,

clever, and reliable

CHALLENGER

Understands prospect’s business,

willing to debate

THE CHALLENGER SALE

THE CHALLENGER SALE: TAKING CONTROL OF THE CUSTOMER CONVERSATION is a 2011 book based on a Corporate Executive Board

survey of over 6,000 sales reps across multiple industries.

“While all of these types of reps can deliver... only one—the Challenger—delivers

consistently high performance.”

Use these 4 LESSONS from the book to make MORE CONNECTIONS...

What You Sell Isn’t Important

LESSON No. 1

I am YOUR PROSPECT. I don’t care about YOUR PRODUCT. Sell

me on your INSIGHTS & IDEAS.

“Over half of customer loyalty is a result not of what you sell but how

you sell."

FOCUS ON “HOW” NOT “WHAT”

INSIDE YOUR PROSPECT’S MIND: 5 QUESTIONS

Does your prospect KNOW YOU or your company?

Is she ACTIVELY LOOKING for a

solution to a specific problem?

Does she even KNOW SHE HAS A PROBLEM that

needs solving?

PROBABLY NOT

Is she just sitting at her desk WAITING FOR YOUR CALL?

WHAT WILL SHE GET from a

conversation with someone trying to

sell her something?

MAYBE… BUT MAYBE NOT NO! ANNOYED!

Not only does your prospect not care about your PRODUCT, she may not even know she has a PROBLEM. To understand how your prospect

perceives VALUE, consider these 5 QUESTIONS:

KEY TIPS

Provide value through your process, not your product

Help your prospect find / understand their pain

Your primary offer of value = your own insights

Don’t Let Your Prospect Relax...

LESSON No. 2

When I’m HAPPY and COMFORTABLE, I won’t see as

much VALUE in what you offer.

“Taking control is all about creating constructive tension… Be

memorable, not agreeable."

THE COMFORT TRAP

FIND THE PAIN: 5 QUESTIONS

“If changing your approach isn’t a top priority right now,

what are YOUR TOP PRIORITIES?”

“What are some things about your

process YOU WISH WERE BETTER?”

“Can you share some of the details of what you’re doing so I can

understand WHAT’S WORKING SO

WELL?”

“Are you ever concerned about

{COMMON PROBLEM}?”

“On a SCALE OF 1-10, how would you rate how things are

going right now?”

WHEN EVERYTHING SEEMS FINE ON THE SURFACE...

...QUESTIONS CAN HELP YOU UNCOVER UNRESOLVED PAIN AND UNMET PRIORITIES

KEY POINTS

Convenience & value are often mutually exclusive

It’s hard to find pain inside the comfort zone

Discomfort → desire for relief → perceived value

...Inspire Your Prospect To Reflect

LESSON No. 3

Even if everything is going well, deep down, I know I can always

IMPROVE. Help me find my “AHA!” MOMENT.

“Challengers know they're on the right track when they hear their

customer say, ‘Huh. I never thought of it that way before.'"

THE “AHA!” MOMENT

WHAT KIND OF TEACHER ARE YOU?

CHALLENGER!...PUSHES and PROVOKES

prospects in order to INSPIRE them!

EASY GRADER...tells prospects they’re doing

a GOOD JOB—even when they’re not.

DISCIPLINARIAN...LOOKS DOWN on

prospects who can’t solve their own problems.

The BEST TEACHERS aren’t pushovers or ogres—they CHALLENGE & INSPIRE their students to reflect, and to see things in a new light.

KEY TIPS

Stay ahead of your prospects

Use examples—social proof is a powerful motivator

Moment of reflection = opening for a meeting

Empathize, Educate, and Empower

LESSON No. 4

To earn my TRUST & LOYALTY, I need to be invested. Help ME

discover MY IDEAL SOLUTION.

“Your solution isn't the subject of your teaching but the natural outgrowth of your teaching."

THE PATH vs. THE SOLUTION

PROSPECT EMPOWERMENT: DOs & DON’Ts

DON’T... DO...

Talk AT your prospects

Tell them they NEED to meet with you

Make PROMISES you may not be able to keep (“My product will solve all your problems!”)

Talk WITH your prospects to discover challenges & priorities TOGETHER

Help them understand WHY they’ll benefit from a RELATIONSHIP with you

Promise to be HONEST (even if it means saying “I may NOT be able to help you”)

Educating is not dictating / instructing

Most memorable teachers are mentors / advisors

KEY POINTS

Challenging is not confronting

INSIDERS