The Challenger Sale

About the Authors

Matthew Dixon and Brent Adamson are managing directors with Corporate Executive Board's Sales Executive Council in Washington, D.C. They have conducted extensive research on sales effectiveness and developed the Challenger Sale model, which has significantly impacted the sales strategies of numerous companies worldwide. Their insights and methodologies are based on rigorous data and practical applications, making them leaders in the field of sales strategy and performance.

Main Idea

"The Challenger Sale" emphasizes that traditional relationship-building is no longer the most effective sales approach, especially for complex, large-scale B2B solutions. Instead, the most successful salespeople, called Challengers, are those who can teach, tailor, and take control of the sales process. Challengers offer unique perspectives, engage in robust two-way communication, and push customers to think differently about their needs, ultimately driving higher sales performance and customer loyalty.

Table of Contents

1. What is the Challenger Sale?
2. The Five Types of Sales Reps
3. Teaching for Differentiation
4. Tailoring for Resonance
5. Taking Control of the Sale
6. The Role of Sales Management

What is the Challenger Sale?

The Challenger Sale model is based on the premise that the best salespeople do not merely build relationships with customers. Instead, they challenge them by offering new insights and perspectives that help customers see their business problems in a new light. This approach is particularly effective in selling complex solutions where customers may not fully understand their own needs or the potential benefits of a product or service.

"The best salespeople don't just build relationships with customers. They challenge them." – Matthew Dixon and Brent Adamson

During the economic downturn of 2009, the Sales Executive Council launched a comprehensive study to understand why certain sales reps were successful despite the challenging market conditions. The study identified three core insights: there are five types of sales reps, one of which is significantly more successful; the Challenger outperforms others; and Challengers excel in complex sales environments, not just tough economies.

The Five Types of Sales Reps

Based on an extensive study, the authors identify five distinct profiles of sales reps: the Hard Worker, the Relationship Builder, the Lone Wolf, the Reactive Problem Solver, and the Challenger. Among these, the Challenger consistently outperforms the others. Challengers are characterized by their ability to teach, tailor, and take control of the sales process.