Book Short: The Challenger Sale
I’ve written a couple times in the past about how we sell at Return Path. I’ve written about our principle sales methodology for the past decade, SPIN Selling, by Neil Rackham (and Major Account Strategy, also by Rackham, which is basically SPIN Selling for Account Managers), which focuses on a specific technique for solution selling by using questioning to get the prospective client to identify his or her own needs, as well as Jeffrey Gitomer’s two short books, the Little Red Book of Selling and Little Red Book of Sales Answers, which are long on sales questioning techniques. And I also wrote this post about another book called Why People Don’t Buy Things, by Kim Wallace and Harry Washburn. The great thing about this book is that it dives into the need for variation in sales communication strategies based on BUYER personae, such as The Commander, The Thinker, and The Visualizer.
While both these principles are good – asking questions and tailoring communication styles based on the buyer – anyone who has ever tried to run a whole sales call by asking questions knows that it’s REALLY HARD and can sometimes just outright flop. There’s a new movement that I’ve been reading articles about for a few months now called The Challenger Sale, and I finally finished the book about it this past week.
If you run a company or a sales team that has any kind of complex sale or a hybrid software/service model, then you should read The Challenger Sale: Taking Control of the Customer Conversation, by Matthew Dixon and Brent Adamson. Whether you adopt the methodology or not, there are a few really great insights in the book that will help you recruit and manage a sales team. Some of the insights include:
- Understanding the five types of sales reps and why/when they’re successful/not successful. The labels are telling in and of themselves: the Lone Wolf, the Hard Worker, the Relationship Building, the Reactive Problem Solver, and the Challenger
- Why sales reps can be trained as Challengers, and how important it is to rally an entire organization around this sales model, not just train sales reps on it (that’s probably a good reminder for any sales methodology)
- The ingredients of the Challenger sale – Commercial Teaching for Differentiation, Tailoring for Resonance, Taking Control of the Conversation. I found the section on Commercial Teaching the most enlightening, particularly in our business, where we’re not selling an established category with established budget line items
The Challenger Sale feels like the beginning of a wave that will take over a lot of selling organizations in the next decade, either directly as written or as it inspires ancillary works and related techniques. For that reason alone, it’s worth a read.