During another strange economic downturn, a couple of clever people conducted some research on sales teams and the characteristics of top performers. This research led to The Challenger Profile and The Challenger Sale.
Since then, I’ve worked with several sales teams that have adopted the Challenger Sale method with great success.
If you are curious, check out this summary on Pipedrive. If you are super interested, check out the book (and its companions).
I’m here to talk about the challenges of applying the Challenger approach well. But I’m here to discuss the challenges that continue to be faced in using the Challenger Approach well.
Easy-to-Remember Methods Turn Into Formulas
It’s been around for so long that it has become a formula to some. Let’s face it: the Challenger Sale was created to sound formulaic.
- Three themes are central to the program: Teach, tailor, and take control.
- Five steps: The Warmer (The Reframe), Rational Drowning (The Reframe), Emotional impact, A New Way and Your Solution
This is a beautifully packaged, neat package. Themes and steps are easy to remember. It is a great tool for sales training and reinforcement.
We’re talking real today: Sales teams have a formulaic method of pitching; it takes a lot to create custom pitches!
- If you do not know the keyboard shortcuts, PowerPoint and Google Slides can be frustrating programs to use.
- The deck library is available for sales teams to use but can also be highly customized with powerful stories and insights.
We both know that the truth is: “What’s the last presentation you saw that was really successful?” Let’s update and copy each step.”
Formulaic. The Challenger Sale is not formulaic.
We need to consider it jazz.
Sure, there are some basic principles. The point is to be creative, improvise, and respond to your audience.
This is how you can teach, customize, and control your audience without being formulaic.
It’s an Art.
Jazz Lessons from a National Treasure
Lindsay Gibb began watching Nicolas Cage movies on a whim. She ended up doing extensive research and writing the book http://lindsaylibrarian.com/?p=299″>National Treasure: Nicolas Cage.
On a whim, I began a Nicolas Cage – Good or Bad series of articles. Now, we are talking about ways to approach the Challenger Sale differently.
Let’s be serious, however, and talk about the reason Lindsay Gibb said Cage’s acting is “akin to jazz.” What does that have to do with the idea of overcoming the formulaic?
It would be best if you first grabbed the attention of your audience ( The warmer). You’ve probably seen Nicolas Cage movies or watched this series. There are times when you ask yourself, “What happened?” The moment is certainly memorable.
The best openers are usually those that come from salespeople. An opening is a great way to start things off. The middle is often where things go wrong. Let’s start with the standard.
Nicolas Cage’s acting style is based on a growth mindset.
“He wants discomfort so that he can gain knowledge from it.” The main factor that influences his film choices is his desire to learn. Gibb writes in National Treasure that he is looking for films to challenge him and make him do something new.
Salespeople who are Challengers have a thirst for knowledge and a desire to learn new things constantly. They know it’s the fuel that drives their ability to challenge customers.
Teaching is one of our themes. Shared challenges to the status quo in Reframe allow salespeople to challenge clients to take A New Way. This doesn’t happen by itself. It needs an assistant.
“Cage encourages viewers to constantly question their assumptions and expectations regarding actors, acting, and art in general. Above all, he is always trying. That’s why he is so great. “He’s sincere even when it would have been much cooler not to care.” (Gibb again.)
By making the client feel bad by over-analyzing their rational thinking, then pulling on their heartstrings? Challenger Sales can sound like they are only for jerks.
If you use a formulaic method, your clients may think that.
It’s not about being a jerk. It’s all about being an iconoclast who is concerned enough to encourage customers to “question their assumptions.”
Consider Rational Drowning or Emotional impact to increase the stakes and A new way to release pressure.
Cage achieves this by experimenting with larger-than-life physicality, reactions, and character interpretations. These moments feel as if they come from nowhere and are intense. But Gibb argues that those seemingly random, over-the-top moments came from a place of “hyper-preparedness.”
Cage would not have been as well-known if his performances had only been over the top. Gibbs highlights Cage’s desire to “never get stuck in a rut.” Instead, Cage “heads into the new territory.”
Challenger salespeople who are successful also combine hyper-preparedness with a desire to explore new territories.
Salespeople who have the will to act and the discipline to prepare properly are going to achieve great results. The magic happens when they “push beyond what’s comfortable and what’s expected.” This is the journey of the seemingly contradictory Rational Drowning with Emotional impact.
This step requires you to be responsive and with your audience. This requires both preparation and spontaneity.
“Cage is a genius because he does what he wants to do, despite the expectations.” It’s hard to reconcile his choices because he makes movies for different audiences. (Gibb again.)
It is much easier to start a conversation when you tailor your story to the audience. This will lead to A New Way of thinking.
“Cage does not believe in over the top.” He believes that taking risks, trying new things, and thinking outside the box are more important. (Gibb.)
Clients share a common pain point. The formulaic approach is designed to treat the symptom by offering easy-to-sell remedies.
The challenger sale is designed to make the client think differently.
- Reframes can help you dig deeper to find the uncomfortable truth.
- Rational drowning allows you to highlight the root cause using magic markers.
- Emotional impact moments provide a unique way to think about the current status quo.
- Layout for the The New Way.
Formalized approaches are comfortable. It would be best if you were uncomfortable. Encourage your clients to take risks by encouraging them to push boundaries and do something new.