Challenger Sales™

Change the conversation. Change the game.

More Consensus, Longer Decision Cycles
Selling is more complex than ever before.


of customers report a buying journey taking longer than expected


Actual buying journey length compared to expected length


Number of stakeholders involved in a complex B2B decision


Lower likelihood of closing a high quality sale with more stakeholders

Transform To Provide An Uncommon Customer Experience
Challenger Behaviors Move Customer Buying Groups To Action
Challenger behaviors are 4x more likely to drive high performance.
The Challenger Customer Experience Framework
Your Marketing, Sales and Service functions have one primary thing in common: your customer. At Challenger, we've spent years researching and transforming customer experience in many of the largest and most progressive companies in the world. This has taught us a few things we'd like to share. Let's explore.
Develop a marketing strategy for today's buyer
Today's customers spend only 17% of the total buying journey talking directly to suppliers. Engage them with content that helps them learn on their own.
Train B2B marketing as a unique profession
As many as 70% of marketing professionals report having no formal marketing background. Train and develop them to take a customer-centric approach to their work.
Deliver a message that changes minds
Marketers currently capture, at best, 12% of a customer's mindshare across the buying journey. Use commercial insight to cut through the clutter and drive change.
Teach customers at every touchpoint
Customers tune out the majority of content marketing and demand generation activities. Weave commercial insight into all touchpoints of your marketing ecosystem.
Find and sustain what works
Only 33% of organizations are confident in the connection between their marketing activities and business metrics. Adopt a ruthless dedication to review and measurement.
Screen for the right raw material talent
Only 17% of candidates have today's optimal EQ/IQ for selling. Screen for hires with a proclivity to teach and challenge the status quo.
Develop new foundational selling skills
Sellers who don't perform powerful sales experiences won't engage today's customers. Embed in all sellers the foundational skills most likely to generate high performance.
Coach the change in seller behavior
When managers fail to coach, team performance suffers and transformations don't stick. Develop coaching skills and hold managers accountable for using them.
Bring your sales experience to the right people
Customers easiest to talk to may not be the best to sell to. Find the optimal stakeholder profile to best progress your opportunities.
Sustain new behaviors over time
New sales behaviors won't embed without dedicated practice, support and success sharing. Ensure that all levels in the sales organization play an ongoing/supportive role.
Sustain change over time
New customer service behaviors won't embed without practice, support and success sharing. Ensure that all levels in the service organization play an ongoing/supportive role.
Evaluate the behaviors that matter most
The era of checklist-based QA is over. Adopt behavior- and trends-based evaluations to measure performance.
Focus coaching conversations on behaviors
Poor coaching hurts performance nearly twice as much as good coaching helps. Coach in the moment and focus on behaviors that drive desired outcomes.
Develop core skills for low-effort service
Soft skills that focus on creating relationships do not reduce customer effort. Train on new-in-kind skills aligned to delivering a low-effort service experience.
Meet expectations of the modern customer
Service organizations overestimate the reward for exceeding customer expectations. Adopt a strategy focused instead on providing low-effort service.
Challenger in the Sales Function
True behavior change - that produces powerful sales experiences and top line results - comes from a sustained and cross-functional effort across the sales organization.
What content engages customers?
51% of customers tune out your content marketing efforts. Create content that gets their attention.
What keeps your customers loyal?
96% of customers who experience high-effort service will be disloyal. Focus on reducing the effort.
Powerful Insight, Less Effort
Marketing, Sales and Service must work together to bring commercial insight and reduce effort in the customer's buying and service journey.
Our Sales Solutions

Our portfolio of Challenger sales solutions includes (i) in-person classroom and workshop development modules; (ii) eLearning, workflow tools, and on-demand content; and (iii) diagnostics and assessment tools. Offerings are typically bundled and can be flexibly deployed, either as fully digital or a combination of in person and digital.
Results at 120 days after adopting Challenger behaviors.


Maximum seller impact


Previously stuck deals advanced


Median ROI in top-line revenue

The Insight Moment

Color brings more life to learning

Xerox redefined success when they challenged customers to see the benefits of color in student performance, not the cost of printers and ink.

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

the challenger sale

A decade of wisdom

More than just a book, The Challenger Sale has evolved into a new and different approach to deliver an uncommon experience to customers. Buyers are demanding a better sales experience.

Let’s have a conversation
Do your sellers deliver an experience that inspires customers to act? Learn More
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