Challenger Sales™

Change the conversation. Change the game.

Results at 120 days after adopting Challenger.


Maximum seller impact


Previously stuck deals advanced


Median ROI in top-line revenue

The Challenger Sale

Four competencies that make for an inspired customer experience.

Create Constructive Tension

Shift your behavior to compel the customer to take action.

Teach for Differentiation

Deliver commercial insight in a rational and emotionally compelling way.

Tailor for Resonance

Customize your sales message to individual priorities and goals of the stakeholder group.

Take Control

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

Let me show you how...

Color brings more life to learning.

Xerox redefined success when they helped customers see happy students in their products, not just features and pricing.

Meeting the challenge

Lack of management training, a numbers-over-skills focus, and unfamiliarity with complex enterprise deals was causing Xerox to offer customers an uninspired sales experience. But the organization embraced Challenger to address these issues by teaching managers to be better coaches, to identify and cultivate Challenger behaviors, and to innovate in order to move deals through the pipeline.

Making the Pivot

Xerox moved away from old selling tactics and started challenging their customers with commercial insights. Previously, Xerox sold on one key product feature: generating 90% less waste than laser printing. With Challenger’s help, they uncovered an invisible truth that transformed the way they sold to customers: color enhances learning. In fact, research showed that 77% of students agree color boosts focus, interest, and memory. Deploying this wisdom through the Challenger methodology resulted in a 17% increase in sales.

Growth Redefined

In the first three months following the rollout of Challenger training to the entire field selling organization in 2013, 90% of participants cited overall performance improvement while attributing $65 million in contract value to the application of these new skills on live accounts.

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

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