The Challenger Sale: Taking Control of the Customer Conversation

“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.

the move to “solutions” is grounded in an effort to justify premium prices for bundled products and services.

that since they weren’t going to be participating in the bidding process, but valued the long-term working relationship they had, they would be happy to help them think through the construction of their RFP to ensure that they were requesting the right things out of their next supplier.

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.

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

know what your unique strengths are.

provide free consulting.

“Why should our customers buy from us over anyone else?” That’s it. It’s disarmingly simple. But that one

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