{"id":4019,"date":"2021-07-23T18:06:14","date_gmt":"2021-07-23T15:06:14","guid":{"rendered":"https:\/\/snov.io\/glossary\/?p=4019"},"modified":"2023-11-14T17:33:38","modified_gmt":"2023-11-14T14:33:38","slug":"challenger-sales-model","status":"publish","type":"post","link":"https:\/\/snov.io\/glossary\/challenger-sales-model\/","title":{"rendered":"Challenger sales model"},"content":{"rendered":"\n

If a company meets customer expectations, it thrives in sales and revenues. This is a fact. <\/p>\n\n\n\n

58% of people<\/a> are ready to pay a higher price for goods or services if they get an outstanding customer experience. On top of it, their loyalty<\/a> increases. As a result, brands that care about their clients earn around 6 times more revenue<\/a> than their niche competitors.<\/p>\n\n\n\n

But are there any specific components that a good buyer experience includes? The answer is \u2014 “Yes.”<\/em><\/p>\n\n\n

\n
\"What
What people value most in their customer experience (Source: PwC)<\/em><\/figcaption><\/figure><\/div>\n\n\n

Above all, customers appreciate efficiency, convenience, and friendly, knowledgeable service. This is why so many companies live by the trading slogan \u201cThe customer is always right\u201d<\/em> to establish their communication with prospects. Seems like the better information you provide and the longer time you spend to build trust \u2014 the more deals you will close. <\/p>\n\n\n\n

But in practice, that doesn’t always work.<\/p>\n\n\n\n

What is the Challenger sales model?<\/h2>\n\n\n\n

In 2011, two CEB Inc. employees published a book, \u201cThe Challenger Sale: Taking Control of the Customer Conversation.\u201d<\/em><\/a> They decided to investigate how exactly sales representatives work when they lead clients toward closing a deal. <\/p>\n\n\n\n

In a nutshell, the authors have divided salespeople into 5 groups. They\u2019ve compared the number of star and average performers in every group and concluded: Challengers<\/em> were on top. <\/p>\n\n\n

\n
\"What
Source: <\/em>Gartner<\/em><\/a><\/figcaption><\/figure><\/div>\n\n\n

What was each profile characterized by?<\/p>\n\n\n\n

    \n
  1. Hard workers<\/strong> \u2014 The ones who sell a lot because of the extensive effort they put into the lead generation<\/a> process. They may get in touch with way more prospects from the very beginning than their colleagues.<\/li>\n\n\n\n
  2. Lone wolves <\/strong>\u2014 Perspicacious and savvy salespeople. They rely on their forecasts, beliefs, and judgments, and can prospect leads that will make a profit based on personal experience.<\/li>\n\n\n\n
  3. Relationship builders<\/strong> \u2014 The ones whose performance is better-than-average because they act as clients’ spokespeople and advocates. They are eager to invest time in building strong relationships with a buyer and willing to give “extras”: advice, support, encouragement, etc.<\/li>\n\n\n\n
  4. Problem solvers<\/strong> \u2014 Committed, analytically-minded, objective, and practical salespeople who succeed in sales thanks to the careful planning of any actions and staying focused on details.<\/li>\n\n\n\n
  5. Challengers<\/strong> \u2014 Sales reps who don\u2019t try to seem pleasing, agreeable, or \u201cjust a phone call away.\u201d They sell more by influencing the client’s point of view, up to a confrontation with them.<\/li>\n<\/ol>\n\n\n
    \n
    \"What
    Source: InsightSquared<\/em><\/figcaption><\/figure><\/div>\n\n\n

    The Challenger sales methodology<\/strong> implies having a reasonable dispute. Instead of simply convincing the prospect, a salesperson’s goal is to create constructive tension, so that the customer changes their point of view and considers new opportunities.<\/p>\n\n\n\n

    A Challenger\u2019s goal<\/strong> is to offer value as an alternative \u2014 something that a buyer hasn’t thought about and something that will unmistakably solve the problem or opportunity in the customer\u2019s business.<\/p>\n\n\n\n

    Consider an example. A customer is struggling with high energy bills. A Challenger salesperson analyzes their energy usage, identifies outdated appliances as the cause, and proposes energy-efficient alternatives to reduce costs significantly.<\/p>\n\n\n

    \n
    \"Email<\/a><\/figure><\/div>\n\n\n

    Pros and cons of the Challenger sales model<\/h2>\n\n\n\n

    The lead can become loyal only because of the positive experience with your brand, not due to ads, slogans, and promises they hear. Making sure your customers feel appreciated is essential to growing the audience, because prospects<\/a> may turn away from your company if they have at least one bad experience.<\/p>\n\n\n\n

    To fulfill the request is good, but to understand what would be a win-win offer to the buyer is even better. Sometimes, requirements may be purposeless or even contradict one another. This happens due to many reasons:<\/p>\n\n\n\n