"The Challenger Sale: How to Take Control of the Customer Conversation" was published by Matthew Dixon and Brent Adamson in 2011 which dissects the different types of sales reps with "The Challenger" as the main focal point. The Challenger Sales methodology focuses on teaching, tailoring and taking control of the sales process. Using this approach, the authors argue that a sales rep can take control of any customer conversation.
The Five Categories of Sales Reps:
Hard Workers: Self-motivated, persistent and enthusiastic. Consistently seeks feedback and is interested in personal development.
Relationship Builders: Eager to please. Focused primarily on building and fostering relationships. Does whatever it takes to be accessible to the customer.
Lone Wolf: Confident, self-assured attitude. Follow their instincts, not the rules. Delivers results, but can be difficult to manage.
Reactive Problem Solver: Focused on solving customer issues. Detail oriented. Skilled in post-sale customer service ensuring customer satisfaction and generating new sales.
The Challenger: Leverages their customer knowledge to push for a new perspective. Brings new insights that benefits the customer and the organization.
The Challenger is focused on pushing the customer out of their comfort zone while the Relationship Builder is focused on being accepted into it. Challengers are not afraid to dispute their customer's way of thinking and respectfully coerce them into a new perspective. But, how do you identify Challenger characteristics in the interview process?
Below are a few Challenger competencies along with example interview questions:
Offer a Unique Perspective
- Tell me about a time when you influenced a customer to think differently?
Drives Two-Way Communication
- How do you determine what is, and is not important to a decision maker?
- What is your process on getting buy-in from stakeholders?
Identifying Economic Buyers
- How do you stay informed on this industry?
- How do you gain knowledge on the customer's current business environment?
Comfortable Discussing Money
- How do you respond to and work through pushback on pricing?
- Describe a time when you successfully navigated through a price increase?
Push the Customer
- Tell me about a time where you were able to reignite a stalled deal?
- How did you build consensus among stakeholders?
It is important to remember that not every high performer is a Challenger and you can develop Challenger through training and coaching. Asking the right questions in an interview can help uncover Challenger characteristics to be confident you are hiring your next sales champion.
