How Does the Challenger Sales Model Work?
The purpose of the Challenger Sales Model is to transform the sales approach from merely responding to customer requests to actively guiding customers toward realizing their unmet needs.
What sets it apart from other sales methods?
As a Challenger, you proactively reshape the buying conversation by challenging the customer’s status quo thinking. This approach shifts the dialogue from what customers believe they need to what they could achieve with new solutions.
Your new solutions.
Now, this not only adds value to the interaction, but also positions you as a trusted advisor. Ultimately, this approach leads to higher conversion rates and more enduring customer relationships.
Let’s dive deeper into how this sales method works.
The Three T’s of the Challenger Sales Method Explained
We already mentioned that the challenger sales model relies on three main components: Teaching, Tailoring and Taking control — these are called the three T’s of this sales approach.
Here’s a breakdown of each component:
- Teaching: Deliver insights that challenge the customer’s existing assumptions. You want to shift the conversation from a traditional sales pitch to a consultative dialogue, prompting the customer to rethink their strategies based on the new insights you provide.
- Tailoring: Customize your communication to align with the unique business needs of the customer and address the interests of key decision-makers involved in the purchasing process.
- Taking Control: Lead the sales conversation and drive it toward the points you want to make to close the deal.
Here’s an example of the three T’s in action:
Customer: "One of my biggest frustrations is having to constantly chase my sales reps to log their sales call data. It’s such a waste of time."
Sales Rep: "I hear you — it’s a common challenge for sales leaders. But think about it this way: maybe the reason they’re not entering data is that the process itself is too complicated or time-consuming. We’ve found that when sales teams have an easy and efficient way to log their data, this problem disappears.
That’s why we created Scratchpad. It’s a tool that integrates directly into Salesforce to automate data capture so your team can focus on selling while you get the data you need in real time."
In this interaction:
- The sales rep is teaching by pointing out that the problem often lies with the process, not the salespeople.
- They are tailoring the solution to address the customer’s specific frustration with data entry.
- Finally, they are taking control by confidently steering the conversation toward Scratchpad as the solution.
When sales teams properly apply the Challenger Selling technique, they often find their sales reps are far more effective and efficient.
We’ll explain why.
5 Essential Benefits of the Challenger Sales Model
The Challenger Sales method empowers your sales team to be agile and close deals quickly. Specifically, you can expect the following benefits when you apply it:
- Customers Feel More Engaged: When customers have their assumptions challenged, it wakes up their brains and they become more engaged with the conversation.
The Challenger sales model encourages clients to critically evaluate their problems, priming them for deeper discussion. They’ll likely have lots of follow-up questions about the new ideas you’re presenting.
- Customers Feel Aligned with Your Solution: By steering your customers to the alternative viewpoint that your sales rep wants them to take, you align their needs with your solution.
For example, sales reps could align their pitches with the customer's strategic objectives, such as increasing market share or reducing operational costs. Ultimately, this would make the sales process more relevant and impactful.
- You Build Trust and Authority: By exposing the customer’s true problems in real-time and offering a new perspective, you show that you understand their business needs and did your research. This builds your authority and their trust, enhancing customer loyalty.
- Your Sales Reps Are More Efficient & Effective: The Challenger Sales methodology reduces time spent on building rapport so your sales reps can get straight to selling your product or service. This not only gets them to close quicker, but they spend less time on prospects that were never going to convert.
- You Stand Out from Competitors: Adopting the Challenger Sale approach can distinguish your sales team as thought leaders who bring fresh perspectives, rather than just service providers. This positioning helps you stand out in a crowded market where customers look for partners who can contribute strategically to their business.
Ready to unlock the full potential of the Challenger Sales methodology?
8 Steps to Implement the Challenger Method (With Examples)
In this section, we'll walk you through the steps for implementing the Challenger methodology and illustrate how these steps work in practice.
Step #1 – The Warmer (Establishing Credibility)
Begin by building credibility and tailoring the conversation to the customer’s industry, company, and role. Show that you’ve done your homework by researching their market, understanding their unique challenges, and identifying trends that might impact their business.
Speak directly to the issues that matter most to them — whether it’s improving operational efficiency, driving growth, or overcoming specific pain points within their organization.
For example, we offer a Salesforce add-on that automates routine tasks, improves CRM data accuracy, and enhances sales team productivity. Here's how one of our sales rep could approach this step:
Example
Sales Rep: "We understand how critical it is for someone in your position to have accurate and up-to-date Salesforce data. Without this, it’s impossible to perform accurate sales forecasting.
We’ve also noticed that the common problem sales teams of your size face is having to constantly chase sales reps to update their data. This not only creates communication bottlenecks but also costs a ton of time that could be spent more productively."
Customer: "Exactly, I get so tired of having to bug my sales reps for updates all the time."
Step #2 – The Reframe (Strategic Shift)
Once you’ve identified the customer’s pain points and frustrations, your task is to reframe the assumptions they have around their problem.
Introduce a new perspective that shifts their thinking on what their true problem is and position the problem in a way that leads to your solution.
Example
Sales Rep: “Right. Having to chase your reps is incredibly frustrating. But the real challenge often lies in understanding why you have to chase them in the first place. For example, inefficient data entry processes can make it harder for your team to keep Salesforce updated consistently, which creates bottlenecks and slows everything down."
Customer: "That’s true. We’ve noticed some lapses in our data management that have led to missed opportunities."
Step #3 – Logical Argumentation
In this step, you show the customer how their current approach is impacting their bottom line. You do this by sharing data or real-world examples, which should help them see any missed opportunities they might not have realized.
Example
Sales Rep: "Did you know that sales teams can spend up to 32% of their day manually entering data? That’s nearly a third of their time tied up in admin work instead of engaging with customers or closing deals."
Customer: "That’s a huge drain on productivity. We could be using that time for other valuable activities."
Sales Rep: "Exactly. Now, imagine if they could redirect that time toward selling your product."
Step #4 – Emotional Connection
Now, you create a deeper connection by showing empathy for the customer’s struggles. You focus on illustrating how their challenges are impacting not just their work, but their overall priorities.
By acknowledging their pain points, you help the customer feel understood and ready to explore a solution.
Example
Sales Rep: "I know chasing your sales reps creates unnecessary stress and takes up the time you could be using to focus on strategic priorities."
Customer: "Exactly. It feels like I spend so much time managing these little things that I can’t fully focus on the big picture."
Step #5 – Proposing Alternatives
In this step, you introduce a new solution that shifts the customer away from their current approach. You briefly show them how the solution can address their pain points and improve their workflow.
Example
Sales Rep: "You know, I worked with a Customer Account Executive at a leading tech company who faced a similar situation. Their team struggled to keep CRM data updated efficiently, leading to bottlenecks and lost selling time.
When they started using our tool, Scratchpad, they saw an immediate improvement in their CRM pipeline hygiene. It now takes them just 3-5 minutes to update CRM tasks."
Step #6 – Tailored Solution
In Step #5, you introduced a solution to address the customer's pain points. Now, in this step, you focus on tailoring that solution to fit the customer’s specific needs and workflow.
Essentially, you want to highlight how your product or service directly aligns with their goals and makes their processes smoother.
Example
Sales Rep: "We can even customize Scratchpad to automate both data capture and task management, which would tackle the exact data entry issues you’re dealing with. You could leverage the AI Sales Agent for real-time data updates and use our Zero Boards to prioritize daily tasks efficiently."
Customer: "Can you tell me more about this AI sales agent and these Zero boards?”
Sales Rep: "The AI Sales Agent captures every critical detail from customer interactions automatically, which eliminates the need for manual data entry. At the same time, the Zero Boards feature organizes these details into clear, actionable tasks — ensuring your team stays on top of priorities."
Step #7 – Continuous Feedback
After presenting your solution, actively seek feedback to ensure the solution fits the customer’s needs. This allows you to make real-time adjustments and reinforce a consultative approach throughout the sales interaction.
Example
Sales Rep: "I'd love to hear your thoughts on how Scratchpad could fit into your workflow. Do you see any areas where it might specifically help, or are there other challenges you think it should address?"
Customer: "I think it could really simplify our data management, but I'm concerned about how easy it will be for my team to adapt to a new tool."
Sales Rep: "That’s a valid concern. You’d be glad to know that Scratchpad is intuitive and user-friendly. It seamlessly integrates with Salesforce workflows to minimize disruptions. And to simplify things for you, we offer comprehensive training and support to ensure a smooth transition."
Step #8 – Post-Sale Follow-Up
After the sale, engage with the customer to ensure satisfaction, address any emerging needs, and strengthen the relationship. This proactive approach will pave the way for future business and referrals.
Example
Sales Rep: "Once we implement Scratchpad, I'll schedule regular check-ins to ensure everything is running smoothly and to see if there are any additional features or adjustments you might need."
Customer: "I appreciate that follow-up. It’s good to know we won’t just be left to figure things out on our own."
Sales Rep: "Absolutely, our goal is to ensure you’re completely satisfied with how Scratchpad enhances your Salesforce experience, and we’re here to support you every step of the way."
And there you have it. That’s the Challenger Sales approach in action!
While this sales method is highly effective, it’s also important to consider and address the challenges it presents.
3 Challenges of the Challenger Sales Model (+ Tips to Tackle Them)
Though the Challenger methodology is powerful, it comes with a set of challenges, including intensive sales training requirements and complex implementation.
1. Not Suited for All Customers
While the Challenger approach is assertive, it may not be well-received by all customers. For instance, some customers may prefer a less directive style that focuses more on exploring their expressed needs rather than challenging their assumptions.
To overcome this, train salespeople to identify customer preferences early in the conversation and adjust their approach accordingly. For instance, equip your team with the skills to switch seamlessly between Challenger and more customer-led selling styles based on real-time customer feedback.
2. Complex Implementation
Integrating this model into an existing sales strategy can be complex and time-consuming. It likely isn’t a model your reps are used to and will require a fundamental overhaul of how they approach sales.
To tackle this, implement targeted sales training programs. Enhance the training with role-playing exercises that simulate challenging sales scenarios to help reps master these critical skills.
Another good tip?
Start with these pilot programs within select sales teams to refine the approach before rolling it out company-wide.
3. Resistance from Sales Teams
This builds on the earlier issue with implementation.
Some sales representatives may be resistant to adopting a new method that challenges traditional techniques.
To tackle this, clearly communicate the benefits of the Challenger model and provide visible support and incentives for those who embrace the changes.
Earlier, we discussed Scratchpad and gave you an overview of its benefits
But what exactly makes this tool stand out, and why should you, as a sales leader, consider it?
Scratchpad: A Tool That Helps You Implement the Challenger Method Seamlessly
Scratchpad is a powerful Salesforce add-on that improves CRM and pipeline hygiene by streamlining pipeline management for frontline sales reps. It delivers enhanced visibility into pipeline data for Ops and sales leaders.
Scratchpad seamlessly integrates directly into existing workflows — offering instant visibility and control over the sales process and CRM data enrichment.
With this tool, any sales leader or rep can quickly identify gaps in the open pipeline and track changes in real-time, ensuring data stays clean, accurate, and up-to-date.
The tool includes features like the CRM Hygiene Monitoring System, an AI Sales Agent, and Zero Boards, which strengthen adherence to sales processes and methodologies. Collectively, these features ensure streamlined operations and robust data integrity across your sales teams.
Now, let's delve deeper and explore all the powerful features of Scratchpad:
- CRM Hygiene Monitoring System: CRM hygiene has never been easy. With Scratchpad, sales managers and sales leaders can easily see where their sales process is falling behind or which reps aren’t performing as expected.
- AI Sales Agent: Scratchpad’s AI Sales Agent monitors your virtual sales calls and autonomously updates Salesforce with crucial details (like MEDDIC, next steps, and more). It also generates easily shareable sales call summaries and transforms these conversations into valuable insights.
- Zero Boards: Scratchpad provides sales managers and sales reps with daily to-do lists so they never forget to follow up on leads or opportunities in the pipeline.
- Data Accuracy and Insight: The tool helps any sales leader or rep maintain accurate data in Salesforce. This enables better analysis, segmentation, and sales prospecting based on reliable information — which is critical to targeting the right accounts.
- Unified Sales Workspace: Scratchpad brings together sales notes, tasks, Kanban boards, and more in one place — making it a centralized hub where a manager or sales representative can easily manage all sales activities.
- Process Adherence: Scratchpad enhances process adherence by streamlining Salesforce interactions, which ensures every sales representative maintains essential processes efficiently. It offers intuitive views and workflow tiles — making it easier for sales professionals to manage and correct customer data in real-time. This is critical for maintaining the accuracy needed in Target Account Selling and CRM workflow automation.
- AI Sales Sheets: Get a spreadsheet-like experience that syncs with your CRM. With Scratchpad, you can see changes in pipeline as they happen. With our quick, intuitive commands, you can also quickly search and edit any field in Salesforce from anywhere on the web.
- AI Inline Coaching: AI-powered guidance ensures your reps follow your sales update protocols. Scratchpad provides prompts for missing information and suggests improvements, helping you maintain data quality and process adherence.
- Sales Notes: This is your centralized hub for sales notes that syncs with Salesforce. You even get AI-generated call summaries to simplify data capture while maintaining the human touch that’s necessary for customer interactions.
3 FAQs About the Challenger Sales Model
As with any impactful sales strategy, the Challenger Sales approach comes with complexities that may leave you with many questions. This section addresses a few common FAQs to provide clarity.
1. What Are the 5 Types of Sales Profiles Identified By the Challenger Sale Methodology?
Research from the Challenger Selling method identified five distinct profiles among B2B sales representatives. Each profile influences how a salesperson engages with prospects and achieves successful deal closures.
- The Challenger: Engages clients by challenging their perspectives with deep insights, pushing them to consider new, strategically aligned solutions.
- The Hard Worker: Relentlessly persistent and always goes the extra mile, often exceeding expectations to meet quotas and secure client satisfaction.
- The Relationship Builder: Focuses on creating and nurturing strong, supportive relationships with clients, prioritizing harmony and customer needs above all.
- The Lone Wolf: Operates independently with exceptional instincts, often disregarding rules and protocols to close sales deals on their own terms.
- The Reactive Problem Solver: Excels at addressing issues and alleviating client concerns as they arise, ensuring a smooth and effective sales process.
Among these five sales profiles, the Challenger stands out as the most effective profile for a complex sales environment. This is due to its proactive approach to challenging and educating customers. Also, being a Challenger usually leads to deeper engagements and higher conversion rates.
2. How Do You Assess if the Challenger Model Is Right for Your Sales Organization?
Determining if the Challenger model suits your sales organization requires a careful evaluation of your team’s structure, goals, and customer base. Let’s break down all the key elements you should evaluate:
- Alignment With Business Goals: Ensure that the Challenger sales technique aligns with your overarching business strategies and goals. This is crucial for driving customer success and achieving sales success.
- Complexity of Sales Environment: Evaluate if your sales environment involves complex solutions or high-level B2B interactions where the Challenger approach could be particularly effective.
- Adaptability of Sales Processes: Check if your current sales cycle and processes can adapt to the structured and strategic approach the Challenger model entails.
- Customer Interaction Style: Analyze your customers' responsiveness to different sales tactics. The Challenger sales technique is most effective with customers who appreciate insightful discussions and are open to new ideas.
3. What Is the Difference Between the Challenger Model and Other Sales Methodologies?
Earlier, we discovered that the Challenger Sale methodology is a sales approach characterized by teaching, tailoring, and taking control of sales conversations. This methodology focuses on challenging the customer's existing perceptions and guiding them toward new solutions.
Here’s how it differs from other modern and traditional sales methods:
- Solution Selling: Solution Selling is a sales strategy that emphasizes identifying customer pain points and providing solutions that directly address those needs. This sales methodology involves diagnosing the customer’s specific problems and then offering your products or services.
- Consultative Selling: Consultative Selling is a sales approach where the salesperson acts as an advisor, focusing on understanding the customer's needs and offering solutions tailored to those needs. This sales methodology emphasizes building long-term relationships with customers by prioritizing their needs above simply making a quick sale.
- MEDDPICC: MEDDPICC is a comprehensive strategy that serves as a checklist to guide sales professionals through complex sales deals. It stands for Metrics, Economic buyer, Decision criteria, Decision process, Paper process, Identifying pain, Champion, and Competition. This sales technique ensures that sales reps consider every critical aspect of the sales cycle and are thoroughly prepared for each stage of the deal.
Step Up Your Sales Game With the Challenger Sales Model
As we’ve explored, the Challenger Sales model represents a significant shift from traditional sales methods — emphasizing a proactive, insightful, and tailored approach.
While it demands thorough training and adaptability, the rewards include increased sales efficiency, higher conversion rates, and deeper customer relationships.
Need a tool to streamline your sales activities on Salesforce and leverage the Challenger Sales model?
Try Scratchpad.
Here’s why:
Scratchpad is a robust, AI-powered tool that generates easily shareable call summaries, centralizes sales tasks, ensures data accuracy, organizes daily activities, and more. In essence, it provides an all-in-one platform for managing your sales activities and implementing sales tactics like the Challenger method.
Try Scratchpad for free today and see how it can lead your team into the future of sales!
