The Challenger Sale: Taking Control of the Customer Conversation

Frustrated that this longtime customer was trying to pull them into a price war, the supplier told them that they weren’t interested in that kind of partnership with a client, i.e., one based on price. So they told the customer that they would respectfully decline to submit a bid in response to the forthcoming RFP.

Challenge customers’ assumptions. Catalyze action. Scale across customers.

Lead to your unique strengths.

“We’ve worked with a number of companies similar to yours, and we’ve found that these three challenges come up again and again as by far the most troubling.

They place much greater value on reps’ teaching skills than on their discovery skills.

Is that what you’re seeing too, or would you add something else to the list?”

outperform the competition on price-to-value ratio.

What data, information, or insight can you put in front of your customer that reframes the way they think about their business—how they operate or even how they compete?