Challenger Image: Win the Moments that Matter
Challenger Image: Win the Moments that Matter
Challenger Image: Win the Moments that Matter
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Today, the sales experience matters more than ever. The best sellers use commercial insight and a Challenger approach in every conversation, every day.

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Transformation begins with training. And good sales training is relevant, targeted, and continuous. Learn more about the Challenger development journey today.

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Retaining your high-performing sellers requires choosing the right sales approach, installing the best training model, and personalizing ongoing development.

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The Complex Sale Made Simple.

Challenger is the global leader in training, technology, and consulting to win today’s complex sale. Our sales transformation and training programs are supported by ongoing research and backed by our best-selling books, The Challenger SaleThe Challenger Customer, and The Effortless Experience.

Get Challenger Insights to Manage Complexity

The Challenger Blog has the latest in sales, marketing, and customer service insights and research to help you manage the moments that matter.

Learn What Others Have To Say About Challenger

Whether it's developing salespeople, building commercial messaging, or transforming a go-to-market strategy, organizations large and small use Challenger to great success.

Connect with Confidence at Webinars and Events

Our webinars and events connect you to Challenger team members who give you ideas and action steps to manage a complex environment.

Sales Transformation Made Easy


Challenger Activation is a tech-enabled platform and service solution designed to support transformation around the Challenger approach.


Diagnostics and assessments allow you to set baseline measurements, focus on the right metrics, and document success over time.


The Challenger team of consultants and advisors is always available to guide you and your team. We prescribe pathways and give answers to pressing questions as they arise.


Our on-demand suite of tools, frameworks and templates embed Challenger behaviors in your organization’s daily workflow.


A robust eLearning library allows you to deliver a flexible, yet engaging, learning experience across your entire organization.


A library of coaching-specific virtual learning courses, tools, and exercises support managers in their critical role as Challenger coaches.


Become part of the Challenger™ Connect community. Learn together with peers from other organizations in live and virtual events, and an invite-only online discussion forum.

Challenger is built on a foundation of world class research and best-selling books.

Our training and consulting solutions, targeted at sales and marketing, and customer service professionals have provided performance improvements and significant financial results to hundreds of clients around the world.

Each program is supported by ongoing research and backed by our best-selling books The Challenger Sale, The Challenger Customer, and The Effortless Experience.

Make It Effortless

Our Customer Service programs are supported by ongoing research and backed by our best-selling book, The Effortless Experience. Since 2015, we’ve transformed customer service teams with the proven skills to reduce customer effort.

World-Class Coaching for Supervisors

Build world class coaches across your function using an integrated framework to ensure the sustained development of reps.

Low Effort Skills for Reps

Deliver transformation to your organization by equipping your Reps with the nine skills needed to deliver a low-effort experience no matter how challenging a scenario.

Quality Assurance Transformation

Modernize your quality assurance function to incentivize and reward the right customer-centric behaviors.

Expert Advisors. Proven Success.

Challenger and Effortless Experience Advisors bring practical experience and senior business leadership to every training.

Meet our Advisors
Tyrone Edwards

Former SVP of Sales, Merck

Marcelo Morichi

Principal, Watershed Associates, Inc

Ines Ochin

Former Global Sales School Learning Consultant, IBM EMEA

Casey Banta

Principal & Founder, Beyond Orange LLC


What’s Your Opening Move?

A client of ours recently told us he has a chessboard in his office because...

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2021 Pulse Survey 8: Act Decisively in the Face of Uncertainty

   In early 2020, at the outset of the COVID pandemic, and in the face of unprecedented uncertainty, Challenger noticed two different initial reactions from companies around...

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2021 Pulse 8 Survey Results

Challenger is conducting a series of pulse surveys to understand the legacy 2020 had on...

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2021 Pulse Survey 7: High sentiment…and high turnover? What Q4 looks like now.

B2B sentiment remains strong as we move through the fourth quarter, staying well above the...

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2021 Pulse 7 Survey Results

Challenger is conducting a series of pulse surveys to understand the legacy 2020 had on...

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Three Steps to Make Good Sales Advice Stick

“To profit from good advice requires more wisdom than to give it.” – American Playwright...

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  • Sep 22, 2021
2021 Pulse Survey 6: Optimism is up…for now

After a bit of anxiety with last month’s dip, it’s good to see sentiment rebound...

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  • Sep 21, 2021
2021 Pulse 6 Survey Results

Challenger is conducting a series of pulse surveys to understand the legacy 2020 had on...

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2021 Pulse 5 Survey Results

Challenger is conducting a series of pulse surveys to understand the legacy 2020 had on...

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2021 Pulse Survey 5: The rise and fall of optimism

After a few optimistic months it appears that commercial sentiment has moderated and optimism is down a bit. In this latest...

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  • Aug 11, 2021
Can You Help Me Train for Emotional Intelligence?

From time to time, companies ask us if we can train their customer service reps...

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  • Jan 20, 2022
The Worst Question a Service Rep Can Ask

Portions of the following blog are excerpts from our book, The Effortless Experience That title...

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  • Jan 05, 2022
Crawl, Walk, Run Customer Service

A close cousin of the statement that “doctors make the worst patients” might be that...

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  • Dec 07, 2021
A Factory of Sadness

Years ago, back in our CEB days, we used to share a slide that labeled...

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  • Nov 10, 2021
How to avoid the Great Resignation with Good Engagement

In Gartner’s recent 2021 Customer Service Rep Role and Experience Survey, data shows that only...

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  • Sep 24, 2021
Soft Skills: Nothing More than Customer Service Table Stakes

There likely is not a contact center in the world that isn’t focused on improving...

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  • Jul 28, 2021
The Effortless Experience™ as Life Skills: Beyond the Contact Center

This guest post has been authored by Kirby Horvitz, Challenger Effortless Experience alumni consultant. Opinions...

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Effective Virtual Training: The Ground Rules (Part Two)

The title of this should probably read along the lines of “Effective Virtual Training: From...

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Technology Won’t Save You

Every day I have a front row seat to see the impact our research has...

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  • Apr 22, 2021
The Fourth Era of Customer Service is Here

A few weeks ago, I attended a webinar jointly held by CCW and Vonage titled...

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  • Apr 05, 2021

“The Challenger approach has important foundations that exemplify how we at Standard Bank prioritise our clients and provide them with a value driven experience at every point.”

Standard Bank Representative

“It was impressive how a well-prepared Challenger approach worked with this important customer which hadn’t considered us for several years. The team identified the right moment to attack, collaborated with the customer to resolve their issues, and finally closed the deal!”

Bernd Stenger, President, Heraeus Epurio

“Our sales force has embraced the Challenger Approach, which has enabled them to engage the customer in a Conversation Choreography comprised of Insight and thought leadership.  These impactful conversations have resulted in big wins around the globe.”

Michael Adley, Director, Global Sales Enablement, Ericsson

“We went through virtual training with Challenger in March.  As a company that knows firsthand the common pitfalls of virtual demonstrations, we were thrilled with how our Challenger facilitator kept everybody engaged throughout the session.  Our team felt like we had just experienced the future of training in this virtual environment.

Tracey Gatland, Managing Director, GRAPHISOFT North America

“Watching our best & brightest embrace the techniques of Challenger to disrupt the Status Quo was rewarding as well as enlightening.”

Jennifer Caldarella, Managing Director, Willis Towers Watson

“This investment in coaching, and the overall development of our people, has changed the culture of our call center. You can see it in the data and out on the floor every day in how we help customers.”

Jim LeMere Director, Northwestern Mutual

“Challenger Selling has significantly contributed to our revenue streams from both new opportunities and additional business generated from existing customers. SAP’s global, unified rollout of Challenger to our sales organization and management was the key driver to delivering extensive customer impact.”

Rainer Stern, Global VP Sales Leadership Programs, SAP

“As a premium provider in our space, our service experience is a true opportunity to differentiate. We saw a 20% reduction in escalations, which means we are solving customer problems the first time around. In fact, our customer VOC reflects that our reps are proactively solving problems before they are a challenge for our customers.”

Randy Kobat, SVP Retail Solutions vAuto

“The Challenger Sale speaks to the core of how we’re engaging with our clients. We want our sales force to deliver insight and value, not sales pitches. That’s why our entire organization is being trained on the skills and behaviors that make Challengers successful. “

Kevin Warren, President US Client Operations Xerox

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