[SaaS 筆記 31] Challenger Sale

Challenger Sale: A sale in which the rep teaches the
prospect something about their business, tailors their pitch
to resonate with customer concerns, and takes control of
the sales process.

Commercial Teaching: A sales approach where the rep
teaches a prospect how to think about commercial needs.

Resonance: An informal measure of how strongly a sales
pitch or story maps to what a customer cares about. Reps
should be crafting their pitches to resonate with each
individual customer and address their biggest concerns.

The PAUSE Framework: A framework used in sales
manager coaching, it consists of 5 elements:

  1. Preparation for the coaching conversation – managers
    need to prepare for the coaching conversation
  2. Affirm the relationship – create a safe situation for
    coaching to occur
  3. Understand expected behavior – managers should
    understand what to look for in a meeting
  4. Specify behavior change – managers should have
    objective standards for judging behavior
  5. Embed new behavior – managers should give reps the
    tools to implement coaching suggestions. Tools like
    action plans and the like are useful here

53% of customer loyalty is driven by the sales experience – not
brand, price, service, or even the product.

Only 7% of top performers took a relationship building approach – the worst performing profile.

A challenger rep has six significant traits that distinguish
them from the other sales profile types. A challenger rep …

  1. Offers a unique perspective to the customer
  2. Has strong 2-way communication skills
  3. Knows the individual customer’s value drivers
  4. Can identify economic drivers of customer’s business
  5. Is comfortable discussing money
  6. Can pressure the customer

positive customer experience occur when –
• 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


The teaching approach they outline is called “Commercial
Teaching,” where a rep teaches their prospect how to think
about their needs. This approach must –

Lead to your unique strengths. Why should people buy from
you over anyone else?
Challenge customer assumptions. How can you reframe the
problem for your customers?
Catalyze action. Customers need to understand why they
should take an action, and the urgency to do it now.
Scale across customers. Your sales team must have a core
group of market or industry insights that scale across different
kinds of customers.

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