The question that is often asked: Can you build Challengers in to your organization? The answer is undoubtedly yes. All sellers are capable of learning Challenger selling skills and implementing selling techniques in every moment that matters during a purchase experience.

Challenger sellers excel at influencing buyer decision making and achieving high performance.

What differentiates Challenger sellers from the rest, especially in complex selling environments, is their ability to Teach customers about hidden costs and risks in their business, Tailor their messages to particular customer roles or communication styles, Take Control of the customer’s decision making journey, coaching them through each step. These skills together create an effective balance of Constructive Tension that motivates the customer to action.


of purchase journeys begin without seller input.


High performers are 4.7x more likely to be Challengers in complex selling environments.


The Sales Experience is the primary driver (53%) of customer loyalty.

Skills That Set Challengers Apart

Teach for Differentiation

Deliver commercial insight in a rational and emotionally compelling way.

Tailor for Resonance

Customize the sales message to individual priorities and goals of the customer.

Take Control

Guide the customer through the buying process, reinforcing value and verifying movement.

Create Constructive Tension

Shift behavior to compel the customer to take action.


We analyzed a data-set of 26,000 professional sellers to understand which characteristics are indicators of high performance.


High performers are 4.7x more likely to be Challengers in complex selling environments.

Sales & Marketing and Customer Service

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

Ready to get started with Challenger?

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