Key Takeaways from - "The Challenger Sale" by Mathew Dixon and Brent Adamson

1. Challenger Sale
Mathew Dixon and Brent Adamson
Shashwat Gautam
shashwat@collobe.com
8892460564

2. B2B sales reps profiles
• According to the different skills and behaviors that B2B sales rep use
while interacting to their customers, there are 5 different profiles:
i. The Relationship Builder
ii. The Problem Solver
iii. The Hard Worker
iv. The Lone Wolf
v. The Challenger

3. The Relationship Builder
• Traditional Consultative Rep
• Creates relationship with the
prospects
• Not able to convey the value
of product, rather tries to
compete on price.
7%
26%
THE RELATIONSHIP BUILDER
HIGH AND CORE PERFORMERS OF "THE RELATIONSHIP
BUILDER"
High Performer Core Performer

4. The Problem Solver
• Detail Oriented
• Reliable and Responsible
• Makes sure if problems
are solved
12%
14%
THE PROBLEM SOLVER
HIGH AND CORE PERFORMERS OF "THE
PROBLEM SOLVER"
High Performers Core Performers

5. The Hard Worker
• Doesn’t give up easily
• Self motivated
• Interested in receiving
feedback from customer
17%
22%
THE HARD WORKER
HIGH AND CORE PERFORMERS OF "THE HARD
WORKER"
High Performers Core Performers

6. The Lone Wolf
• Follows own instincts
• Self Assured
• Delivers results but
difficult to manager
• Poor team performer
25%
15%
THE LONE WOLF
HIGH AND CORE PERFORMERS OF "THE LONE
WOLF"
High Performer Core Performer

7. The Challenger
• Debates with customer
• Controls the conversation
• Understands customer’s
business
39%
23%
THE CHALLENGER
HIGH AND CORE PERFORMERS OF "THE
CHALLENGER"
High Performers Core Performers

8. Characteristics of The Challenger
1. Teach customers something new and valuable about how to
compete in their market.
2. Tailor their sales pitch to resonate with the decision-maker’s hot-
button issues.
3. Take control of the discussions around pricing and challenge
customer’s thinking around the problem.

9. Commercial Teaching
• “Commercial Teaching” is a sales approach where a rep teaches
their prospect how to think about their commercial needs.
• Impact areas for Positive customer experience
• A rep offers unique/valuable perspectives on the market
• A rep helps the customer navigate alternatives
• A rep provides ongoing advice and consultation
• A rep helps the customer avoid potential landmines
• A rep educates the customer on new issues / outcomes
• The supplier is easy to buy from
• The supplier has widespread support across organization

10. Main Points
• For any pitch to be successful, the audience i.e. the VPs and the C suite
executives should be able to relate the problem with their story.
• The rep should be able to maintain the momentum and be focused on
the value they deliver rather than competing on the price.
• Of all the skills a sales manager could have, the most important skill is
being innovative: figuring out creative ways to help their reps move
deals forward.

11. 6 components for a world class pitching
• The warmer: Starting with your sales pitch, build credibility by
demonstrating that you are aware of the challenges they face.
• The Reframe: Connect the problems to a bigger challenge or
opportunity they hadn’t considered before.
• Rational Drawings: is the number driven data behind why they
should think differently about their business.

12. • Emotional Impact: Connecting the customer emotionally between
the story being told and the pain they face everyday in the organization.
• A New Way: Time to convince them about the solution.
• Your Solution: Describe the fit of your solution in the new way of the
business and discuss roadmap.