12/18/2024-Holiday read: The Challenger Sale

Sellers wishing to perform consistently in the TOP 10 are constantly studying…something. Even if a sales book is skimmed to extract a couple of nuggets, there’s value in your time spent.

Either you’ve read or heard about The Challenger Sale; it was first published in 2011 and, for debatable reasons, is referred to as a B2B selling bible.

The book’s subtitle is "Taking Control of the Customer Conversation," which partly explains why the book is polarizing. Critics respond with, "No Sh* Sherlock," and fans say, "Until something else comes along, it’s the best B2B sales manual we’ve got."

Regardless of how much the book stands up* in today’s world, it contains some useful nuggets that could help you.

Buy The Challenger Sale today and read it this holiday break.

But…read it with a discerning eye.

The book is over a decade old, and some of its theories may be dusty. For example, much of the book’s premise is based on your customer’s willingness – and ability – to join you in the sale process. That’s an ideal notion, but it isn’t easy in today’s fast and closed transactional environment.

Regardless, you can always learn something from these types of books, especially as you mentally prepare over the break for an improved you in ’25.

Generally, reading The Challenger Sale offers value for sellers wanting to gain an edge in their game. But like all sales books, this book captures a time and place. The second a book is published, some of its recommended methods and strategies fall out of favor due to market dynamics.

However, sellers wishing to perform consistently in the TOP 10 are constantly studying…something. Even if a book is skimmed to extract a couple of nuggets, there’s value in the time spent.

So the point is, keep studying…never stop learning about how to be a better professional.

One of the highlights of The Challenger Sale is its description of different seller profiles. By studying each, you might gain insight how you want to expand your skills and behaviors. Here are those profiles for you to review:
1. The Relationship Builder: Good with building rapport, believes in the classic style of consultative selling
2. The Reactive Problem Solver: Responsible, reliable, and detail-oriented salesperson who will go the distance to solve problems
3. The Hard Worker: The Hollywood-styled salesperson with a never-say-die attitude who is also invested in personal development
4. The Lone Wolf: Highly instinctive, no-holds-barred kind of salesperson who is hard to manage but delivers desired results
5. the Challenger: Someone who does their homework, understands their prospects’ problems, and doesn’t hesitate to push the customers if need be

This short video featuring Challenger co-author Matthew Dixon will enlighten you on his theory of the "poison" that invades the sales process.

Dixon eloquently urges sellers to ruthlessly qualify opportunities to avoid spending too much time with an indecisive buyer.

"High performers don’t chase garbage trucks," says Dixon.

Great line, Matt. Truthful too!