Challenger Sales Model: What It Is and Why It Matters

Key takeaways

The Challenger sales method involves challenging a potential customer’s beliefs by introducing new information and insights.

• Companies that adopted the Challenger sales model have reported over $1.1 billion in revenue as a result [1].

• The five profiles of sales representatives include challengers, hard workers, lone wolves, problem solvers, and relationship builders.

• You can use the six steps of the Challenger sales process to help guide customers toward a purchase.

Learn more about the Challenger sales model, who developed it, and the characteristics that make it unique. If you’re ready to start growing your sales career, enroll in the Sales Training for High Performing Teams Specialization. In this course series, you can build skills in booking, closing, lead generation, and sales management. Upon completion, you’ll earn a shareable certificate that you can display on your resume or LinkedIn profile.

What is the Challenger sales model? 

Used frequently in B2B sales, the Challenger sales methodology involves challenging a potential customer’s beliefs by introducing new information and insights. Rather than listing all the benefits a product or service can offer, the Challenger salesperson defines a unique customer problem and presents the product or service as a solution. With thorough research, the Challenger salesperson demonstrates knowledge of the customer and the product or service, allowing them to take charge of the conversation and direct the customer toward a purchase. 

Who developed the Challenger sales methodology?

Sales experts Matthew Dixon and Brent Adamson developed the Challenger sales model. They wrote about it in their best-selling book, The Challenger Sale: Taking Control of the Customer Conversation, released in 2011. Following the success of this book, Dixon and Adamson co-wrote a sequel, The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. 

Individually, Dixon and Adamson also write for publications like Harvard Business Review and consult, train, and lecture worldwide. Both men have PhDs and vast experience in fields like sales, marketing, product development, and project management. 

Is the Challenger sales model still relevant?

Although the Challenger sales model originated over 15 years ago, people who use it still have great results. According to Challenger Inc., companies that have adopted the Challenger sales model since 2022 have reported over $1.1 billion in resulting revenue [1]. Examples of companies that have partnered with Challenger to increase sales include Metrie, SAP, and Xerox.

How Challenger sales representatives differ from other sales reps

Dixon and Adamson once served as managing directors of the Corporate Executive Board (CEB), now Gartner, a leading research and consulting company. CEB conducted a series of manager-led assessments during this time and found that most sales reps fell into one of five profiles [1]. 

Examining each profile shows how Challengers differ from their peers regarding sales behaviors and practices. The five profiles of sales representatives include:

Challengers 

As the name implies, people in this profile enjoy challenges. Their deep knowledge of the product or service and thorough customer research allow them to respond when customers voice objections about need, price, or value. 

Hard workers

Hard workers don’t hesitate to put all the effort necessary into making a sale. People within this profile stay motivated because they embrace the process of improving and developing in their profession.

Lone wolves

A sales rep described as a lone wolf has a fiercely independent nature. People within this profile tend to follow their own instincts regardless of company protocol. Lone wolves have plenty of drive, but controlling them may challenge sales managers and CEOs. 

Problem solvers

Problem solvers have two key characteristics: attention to detail and reliability. They look for the best solutions to a customer’s problem, but may focus too much time on pleasing the last customer rather than looking for a way to make a new sale.

Relationship builders

People within this profile try to make sales by building emotional connections with their customers and minimizing tension or discomfort. Customers often see relationship builders as kind, positive, and giving of their time.

Read more: Sales Techniques and Other Useful Information for Salespeople 

3 capabilities of Challenger sales reps

Challenger sales representatives have three capabilities that other sales representatives may need to develop. All begin with the letter T:

1. Teaching: The sales rep provides insight into the customer’s unique problem or problems.

2. Tailoring: The sales rep tailors the solution to the problem.

3. Taking control: The sales rep challenges any objections by redirecting the customer back to the benefits of the service or product.

6 steps in the Challenger sales process

To fully understand the Challenger sales method, it helps to know about the six critical steps involved in the process. Although the steps may change slightly from customer to customer, this template offers a helpful guide:

1. Identify the customer’s needs. Originally dubbed the “warm-up,” this step involves researching the customer in advance and identifying their particular pain points at the time of sale.

2. Reframe the conversation. This step involves reframing the customer’s current beliefs and encouraging them to consider new perspectives and solutions.

3. Introduce rationality. Also known as “rational drowning,” this step involves introducing hard facts and statistics that back up potential new solutions.

4. Create emotional impact. This step involves providing information that relates to feelings and experiences. For instance, the sales rep might share stories about how the product or service helped other customers or emphasize the costs involved if the sale doesn’t occur. 

5. Suggest a new path. Also called “value proposition,” this step involves introducing a new solution that solves the customer’s unique problem and explaining its benefits.

6. Sell the product or service. The final step in the Challenger sales method involves wrapping up the conversation and convincing the customer to purchase the product or service.

Does the Challenger sales model work? Benefits and drawbacks

All sales methods have pros and cons. The essential advantage of the Challenger method remains its effectiveness. According to the CEB study mentioned above, companies identified which of their sales reps were considered “star” performers, and 40 percent belonged to the Challenger profile [1]. As sales became even more complex, that number increased to 54 percent [2]. In addition, while sales reps using other methods may feel uncomfortable discussing prices, the thorough research involved in the Challenger method allows sales reps to talk about prices comfortably. 

Some drawbacks of the Challenger sales method include its success rate with certain sales over others. Although it has a high success rate with complex sales, it may prove less successful with simpler sales. In addition, some sales reps might need help adapting to the Challenger method if they have a less assertive personality or if trained on a different sales method. 

Explore free sales resources

Subscribe to our Career Chat newsletter on LinkedIn for industry insights, skill-building tips, and networking opportunities. Then explore our other free resources for growing your sales career:

• Watch on YouTube: Marketing vs. Sales: Choosing the Right Business Career

• Bookmark this page: How to Use the Google Sheets API

• Get more tips: Tips to strengthen your people skills

Accelerate your career growth with a Coursera Plus subscription. When you enroll in either the monthly or annual option, you’ll get access to over 10,000 courses.

Build job-ready skills with Coursera Plus

Start 7-day free trial

• 
• 
• 
• 

Start 7-day free trial