There is a sales model that 40% of consistency high performing salespeople use. It’s called the Challenger Sale.
It’s been around in B2B sales for over a decade.
There is even a book about it called the challenger sale by Matthew Dixon and Brent Adamson.
Now we know there are lots of sales models, but this one is a little different to the others. It actually flips the script on how we think about and approach selling.
What is challenger sales model?
The Challenger Sales approach came about after studying 1000’s of sales reps. The best performers weren’t the relationship builders or the hard workers. They were the people who challenged their customers’ thinking, and improved their value selling.
These top performers – the “Challengers” – do three things really well – lets call them the 3 T’s
- they teach customers something new
- they tailor their message to the specific customer
- they take control of the sale. Especially when things get uncomfortable.
How it works
Instead of opening with “tell me about your problems,” you come in with insight.
You’re essentially saying, “Based on what we’re seeing across your industry, here’s a problem you probably don’t realize you have – or at least don’t realize how much it’s costing you.”
You’re teaching them about their business in a way that reframes how they think about their challenges. Then – and this is key – you show them how your solution is uniquely suited to solve that newly-reframed problem.
The “take control” part means you’re not afraid to push back on bad ideas, you’re direct about pricing, and you’re comfortable with tension. You’re acting like a trusted advisor, not an order-taker.
Why it woks
So why does this work so well? Well there’s a few reasons.
First, decision makers are drowning in information. They don’t need another sales person asking discovery questions – they need someone who can disrupt their current thinking and bring a new perspective, they can’t get anywhere else.
Second, Customers don’t always know what they need. By teaching and challenging, you’re actually helping them make a better decision.
And third – this makes you stand out. When everyone else is being agreeable and relationship-focused, you’re the one bringing real value to the conversation before they’ve even bought anything.
How to use it
If you want to implement this, start with your commercial and industry knowledge. What insight can you share that would make a customer stop, think and see their world differently? It should challenge their assumptions and lead naturally to allow you to discuss your unique strengths.
Practice tailoring that message. The same core insight needs to land differently with different job roles and seniority.
And work on being comfortable with constructive tension. That doesn’t mean being aggressive – it means being willing to say “I don’t think that approach will work” or “here’s why that objection doesn’t actually apply in your situation.”
The biggest mistake people make is thinking Challenger means being confrontational. It’s not about that. It’s about bringing insight, knowledge and conviction to your sales conversations.
This may not be the right approach for every sale or every personality. But if you’re in complex B2B sales where you need to create leads rather than just take orders, and actually improve your selling skills. This framework is absolutely worth your time to understand and test.
Want to learn more?
Check out our official YouTube channel and watch our short video on the Challenger Sales Model here:
Our structured sales training programmes, coaching, and workshops are designed to help sales teams develop these essential qualities. Explore our sales course content and choose from face to face or virtual training to start improving your sales performance today!
For more information, you can call us on 0044 01704 889325, email us at info@salestrainingint.com or fill in our online contact form.
