Challenger Image: Win the Moments that Matter
Challenger Image: Win the Moments that Matter
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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Challenger Loop is a win/loss analysis tool that incorporates candid customer feedback throughout the purchase experience to understand, from the customer’s perspective, why deals are won or lost.

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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.

WTCS Season 3

Winning the moments that matter begins now. Registration for Season 3 of our popular Winning the Challenger Sales webinar series is now open. View the schedule and sign up 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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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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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 connect you to Challengers 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 selling 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.

The Challenger Sales Methodology 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


Winning the Challenger Sale, Episode 7: Resolving Buying Group Conflict

Welcome to the Winning the Challenger Sale (WTCS) webinar series, currently in its third season....

  • blog
  • Aug 19, 2022
2022 Pulse 6 Survey Results

Challenger conducts pulse surveys to uncover and explore current trends in the sales industry.

  •  Infographic
Pulse 6 Survey: Exploring Sentiment and a New Sales Frontier – Evangelism

As Challenger discovered over a decade ago during the Great Recession, times of change and...

  • blog
  • Aug 08, 2022
Winning the Challenger Sale, Episode 5: Persuasive Storytelling

Welcome to the Winning the Challenger Sale (WTCS) webinar series, currently in its third season....

  • blog
  • Jun 14, 2022
ChallengeHer Series: An Interview with Preeya Voss

For too long, the sales industry has excluded, diminished, or downright ignored the voices and...

  • blog
  • May 23, 2022
A New Sales Challenge: Gridlocked Purchasing

Nowadays, thanks to companies like Carvana and Autotrader, it has become less necessary to interact...

  • blog
  • May 05, 2022
2022 Pulse 4 Survey Results

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

  •  Infographic
Thriving In A Buyer’s Market: Key Emerging Trends In Customer Purchases

Today’s winning sales teams anticipate changes in buying behavior by placing the buyer’s perspective front...

  • blog
  • Apr 27, 2022
Do Barefooted People Really Need Shoes?

Let’s face it. Most people aren’t that fond of taking retrospective surveys. They take up...

  • blog
  • Apr 11, 2022
2022 Pulse 3 Survey Results

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

  •  Infographic
Communication Styles: Opening a Path to Self-Awareness and Understanding

You probably already know whether you are an introvert or extrovert, your preferred love language,...

  • blog
  • Oct 21, 2022
Staff Development Considerations For Uncertain Times

As we enter this sideways, confusing economy, we’re hearing some of the “tale as old...

  • blog
  • Sep 12, 2022
QA: Don’t Automate a Broken Process

In our third webinar of the Effortless Experience™ series, Matt Dixon and Amy Smith unpacked...

  • blog
  • Aug 30, 2022
Active Listening: More Than Just a Soft Skill

With distractions all around us, it is no surprise that many people struggle to remain...

  • blog
  • Jun 15, 2022
Turning Mediocre Supervisors into World Class Coaches

Imagine asking reps or supervisors in your contact center: “Who was the best coach you...

  • blog
  • May 27, 2022
Why Year-End Reviews Aren’t Enough

We’re hot off everyone’s favorite season of the year: year-end reviews! You’ve met with your...

  • blog
  • Apr 26, 2022
Assessing the Impact of an Effortless Experience

We’re delighted and honored to share our silver Stevie Award for being one of the...

  • blog
  • Apr 05, 2022
We’re Getting Noticed!

Challenger is incredibly honored to announce that we’ve recently won two big Industry awards for...

  • blog
  • Mar 16, 2022
CEO Statement on the Challenger Rebrand

Challenger recently refreshed our logo and other brand elements. Our CEO, Andee Harris' statement on...

  • blog
  • Feb 25, 2022
To Stand or Not To Stand

I finally did it. After talking about it for over a year, I finally invested...

  • blog
  • Feb 25, 2022

“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