It was fascinating to hear the panellist’s learnings around their Challenger journey. And they go on to suggest that these Challenger behaviours are trainable. They go on to unpick the winning behaviours that set Challengers apart from the rest, and conclude that they include their ability to approach customers with unique insights and relevant insights, to tailor the message to the customer’s specific situation, and take control of the conversation in a confident, assertive way.
Needless to say, their real-world experiences were very illuminating…īy the way, if you haven’t yet read “The Challenger Sale”, I urge you to get yourself a copy ( here’s the link to Amazon UK) - it’s one of my all-time favourite sales books, and it’s caused a number of sales organisations to fundamentally (and successfully) re-think their approach to complex sales.įor those unfamiliar with the concept, the authors of “The Challenger Sale” identify 5 distinct sales profiles, and go on to prove that one (“The Challenger”) dramatically outperforms all other profiles in complex B2B sales environments, including the “Relationship Builder” profile that has traditionally been associated with sales success. One of the authors, Nick Toman, gave a quick-fire introduction to the fascinating research into B2B buying behaviour that led to the breakthrough thinking encapsulated in the book.īut just as interesting was the subsequent panel discussion featuring representatives from some of the UK’s largest and most respected corporations, describing the lessons they had learned from putting the principles behind the author’s previous book “The Challenger Sale” into practice. I attended the UK launch event for “The Challenger Customer” yesterday ( you can read my review of the book here).