The Challenger Sale - The New Sales Technique (French)

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Today's economy is more focused on the model OfInsight Selling. The Challenger Sales is a sales technique Recent that refocuses the role From commercial to center of the process. Its role is not defined in present the offer. He has to understand, theparse, theadjust to the prospect. This tool requires a organizing And a erecting very attentive to the sales cycle. But the results are there.

We actually talk a lot about it on the Bootcamp from Akimbo!

What is the Challenger Sale method?

Although other books describing this issue exist, The Challenger Sales is a revolutionary tool. It is a method developed in the pound of the same name by Matthew Dixon and Brent Adamson. This book very quickly became a reference in the United States, long before the idea arrived in France.

The Challenger Sale - Definition of the term in French

The book's findings are simple: selling follows new rules.

They compared the performances many salespeople, observed the market trends and drew a conclusion from it.

Today, the most effective salespeople don't just create professional link with customers. They the Challenging in Revolutionizing theirs way of thinking or proceeding, take control of the discussion and face objections.

The Challenger Sales, or the Challenger Sale, claims that the classical method is no longer suitable. Sales people see the art of selling as new games.

Reading this book highlights this evolution of society.

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The 5 types of salespeople according to The Challenger Sale

The Challenger

He is an individual who knows how to offer a new perspective of the offer to the prospect. It has three major actions. It understands and brings added value to the proposal, Adjusts its sales pitch and Take control of the conversation.

The Hard Worker

This type of commercial will put all its resources and skills implemented to conclude a contract. However, he is less attentive to the client's psychological levers. It brings more importance to shares concrete.

The Lone Wolf

This profile is that of a very successful salesperson but who prefers work independently. He is not comfortable working in groups. They are confident in their own skills. Rightly so, they are often profiles very hardworking and efficient. But they are also people who have hardships To build interpersonal relationships.

The Relationship Builder

The Relationship Builder knows promote contact and Establishing a relationship of trust with his prospect.

The Problem Solver

The Problem Solver pays attention to smooth running of the commercial process for his prospect but also for his team. He often shows a great observation capacity and of versatility in his actions. He takes care ofListen to reviews of each other in order to satisfy everyone.

Description of a new commercial era

The Challenger Sales book parses several hundred profiles according to this typology. And the result is clear. The Challenger Is today the commercial profile most efficient.

This result is due to economic and social changes in society. It is a Challenger who will know adapt to the best of the current problems in order to propose an optimal solution.

Today, salespeople have much less control over their prospecting. THEaccess to information And theOpening up the economy allows customers to take the lead and have more choice

It is therefore appropriate to building a commercial strategy based on these characteristics.

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The 3 principles of Challenger Sales

What is Challenger's profile more effective than the others? It turns out that 3 traits of his character mostly make the difference.

1. Teaching - Educate

More specifically, the Challenger is suitable for adopting a formative approach. He does not try to impose his perspective or his way of doing things. He educates really his interlocutors at subdue of New insight.

His teachings allow them to gain knowledge And in performance over the long term.

2. Tailoring - Customizing

The Challenger has a particular predisposition to understand the needs of the prospect and incorporate them into your presentation. He Adapted easily its value proposition in its arguments. This quality oflistens And of flexibility allows him to constantly match the offer to the customer. The latter will really have the feeling of being considered and listened to.

3. Taking Control - Taking Control

The Challenger also has real control over himself and his work. This commercial Control its organization in such a way as never to Wasting time Or opportunities. He keeps a composure in all situations. He thus keeps the Control of the process for sale. It can more easily make it run at Its advantage.

Challenger profiles Combine with difficulty these three characteristics at the same level. They develop them differently. However, they remain the most willing to take the lead in sales cycles compared to other profiles.

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What are the 6 stages of the Challenger Sale?

The Challenger Sales seeks to give back to the sales person control of the sale. For that, this method lists 6 key steps. This process gives A framework for exchange and helps the salesperson to overcoming uncertainty or The difficulties encountered.

Step 1: WARMER - Challenging your prospect

“WARMER” in English means hot. The idea is to do increase interest and desire of the prospect of joining the offer. It's kind of The warm-up sales representatives in this great sales race.

This is the very first sales phase. The whole first impression is often essential for the rest of the process. The aim of the commercial is to present your proposal with assurance and clarity.

The introduction pitch seeks to prove that the salesperson personalize its approach. This is not mass prospecting. The commercial Knows the needs and problems of customer potential.

Example of use:

The WARMER is used to give credibility And of the vicinity to the sales person's speech. It must demonstrate that the solution presented relates to problems that the prospect is living or will face in the near future.

“I work with businesses similar to yours across the country. The three main problems due to confinement that we notice in their organization are x, y and z. Do you have similar problems, or do you want to add more?”

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Step 2: REFRAME - Reformulate your needs and goals

REFRAME summarizes the ability of a salesperson to reformulate the motivations of the customer.

This stage requires a large capacity of reflector. From a given situation, the salesperson must be able to Report of all the consequences and problems that may be induced.

It is a way to recontextualize the subject of the conversion. It is also an opportunity to Capturing attention of the prospect on elements that he certainly had not even imagined. This work gives exchange value and promotes a relationship of trust. The customer understands the Putting into perspective of the commercial. This perspective highlights the The challenges of the problem And the ways to solve them.

Example of use:

The objective of this stage is to reformulate the problem, theninvite the prospect unto reflect On the various issues arising from it.

“Because of Covid-19, your salespeople and customers can no longer meet physically. Are you worried about that? How can we maintain this human connection? Will they be able to maintain their performance remotely? How are you going to track their activity?”

Steps 3: RATIONAL DROWNING - Rationalize the benefits of its solution

Through the RATIONAL DROWNING, the salesman presents the factual and economic arguments of its offer.

He will try to demonstrate in a way convincing The profits that the solution can bring to the prospect's problem. The aim is to prove to the customer that the proposal can help them meet his needs and to achieve your goals.

Here, the salesperson can try to play on the various psychological levers and information obtained during the presentation phase to its advantage. This proves to the prospect that he was heard And what he is backed in this process.

Example of use:

During this stage, the salesperson uses a reassuring speech composed ofnumerical examples And ofconcrete arguments.

“In view of what has been mentioned, you need your salespeople to keep in touch with your prospects. Know that to continue to maximize the reach of your business and the quality of your support, we offer a commercial training service. With this method, your sales rates will be doubled and your negotiation cycles will be reduced and improved.”

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Steps 4: EMOTIONAL IMPACT - Touching the emotions of your interlocutor

The EMOTIONAL IMPACT measures The emotional impact of the sale.

Sometimes this action has psychological repercussions important. Depending on the emotional state of the person, his decisionmaking maybe completely Changed.

If the prospect issues fears, a fear of having remorse Or regrets, we need to dig into these reasons.

When Emotion goes beyond the rational, it is up to the salesperson to make the effort to communicate with the customer. For Take back control of the process and Maximize your chances of succeed in closing a sale, the seller must stimulate positive emotions.

Example of use:

The exchange invites reflect On the status of situation, the problems encountered and how can these elements impact morale or activity of the prospect. This step encourages the customer to indulging commercial water. He will be able compare its current feeling With the possible Issues thanks to the proposed solution.

“What are the elements that make you anxious about the transition to remote work? But don't you think you'll lose more if you stop your business until you resume in-person?”

Step 5: A NEW WAY - Offer an innovative, new solution

A NEW WAY is the element that goes Interpell the prospect. The salesman presents the offer as a new way of doing things to solve the problem presented. It's aboutto expose and to convince The customer of the added value of the proposal.

Taking control of a sale is stand out. Both in terms of arguments and in terms of the offer itself. You have to show the customer exclusivity and opportunity What does this solution represent.

Without going into the particulars At first, the salesperson can use their best phrases ofclings.

Example of use:

This step proposes an action plan clear and percussive. The mere mention of these benefits must challenge the customer And the convince that this is the solution he needs.

“You need to adapt the sales method of your salespeople. Our program includes training both on the technological and digital levels and on the relational level. They will then be able to manage a remote interview as well as all the administration and organization that this represents.”

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Steps 6: IMPLEMENTATION - Explain how the solution will be implemented

The solution is presented, now the customer wants to know how have access. He wishes to be reassured upon financial or administrative constraints that this may represent.

The implementation stage is an opportunity for the salesperson to clearly explain The implementation of the proposal.

• The key steps;
• Stakeholders;
• The method used;
• The duration of application.

This summary is Personalized in the case of the prospect. It must also be very factual and concrete so that the latter understands the steps and the final objective.

At the end of this intervention, the customer should have no uncertainty. All of these needs and fears need to be taken into account. In the reassuring in this way, the salesperson proves that he has the possibility of solve your problem.

It will be more trusting to make a decision and continue the sales process.

Example of use:

This step determines the customer positioning.

“Concretely, our team will take care of adapting your existing documents and commercial procedures to the remote process. Afterwards, a two-day theoretical and practical training course will be offered so that your salespeople understand and train in the video approach. Obviously, the support is extended with checks every 6 months to ensure that your goals are achieved.”

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Review of this sales method

The Challenger Sales is a method that Give power to the salesperson. He does not need his prospect, it is the customer who has need of him. But he doesn't know it yet because he lack of projection and help.

Luckily you are there. Once the needs identified, your Strength of proposal is your best asset. The salesperson can offer a concrete and effective offer. This sales tool presents both profits but also her ease of operational implementation.

The Challenger Sales optimizes chances of results thanks to an emphasis on the work of personalizing And of Loyalty.

At the end of The Challenger Sales method, the customer can Join or not to the proposal. In all cases, the salesperson must collect his Feedback. This return constitutes a Important contribution of information On theeffectiveness of his arguments. Thanks to this evaluation, he will thus be able to adjust At best Future approach.

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