In their book ‘The Challenger Sale’, Brent Adamson and Matthew Dixon explain the value of having a ‘Challenger’ in your sales team. Having studied hundreds of companies over several years, Adamson and Dixon conclude that sales teams that rely solely on ‘Relationship Builders’ or ‘Reactive Problem Solvers’ lack that innovative killer instinct to wow the high-value clients and stand out amongst the competition.

The Challenger Seller offers solutions to problems, they push their perspective firmly but without rudeness and they consistently outperform all other types of seller. They succeed because they adapt their pitch and their approach dynamically according to circumstances. Challengers don’t read from scripts, they’re not restricted by the “way it’s done” – they have confidence, charisma and a tendency towards nudging people into provocative ways of thinking.

Risk vs Reward

At its heart, business is about risk. Whether you’re a young, ambitious entrepreneur or an established FTSE 100 company, to remain relevant and compete you need to take risks. Sometimes those risks don’t pay off, but other times they reap huge rewards. The key is to work out which risks are worth taking.

Nowadays, the specifications of phone’s camera can be as big a selling point as the phone itself. Yet back when mobiles had only just adopted colour screens, the idea of a phone with a built-in camera was widely ridiculed. ‘Who needs that?’ was the remark of one person in my office. It turned out, a lot of people needed it.

The key to sales is not to sell a product but to sell a solution. Marketers try to convince people they need a product in their life, but if there is no problem to solve, even a multi-million-pound campaign won’t shift your product. Importantly, there are always problems to be addressed – you just need to focus on the right one and challenge the status quo.

Avoid the Status Quo

If you’ve got a formula that seems to work, it’s tempting to rest on your laurels. However, while you’re sitting back and playing it safe, your competitors are looking for an edge. What can they offer that you don’t? Business, just as life itself, needs to evolve to thrive. Your organisation either adapts or it dies.

Change, as necessary as it is, can be frightening. All the statistical data and theoretical models of customer behaviours and trends cannot guarantee a win. Taking that bold step into the unknown is the toughest part and so many fall before they’ve stepped forward. That’s why you don’t just need Challenger Sellers, you need Challenger Leaders.

You need leaders who are constructively disruptive, proactive and aren’t afraid to take those first few scary steps. Furthermore, you need the inspirational effect of someone undaunted by fear of change and unencumbered by blind adherence to the status quo.

No Need to be Reckless

That isn’t to say you should be looking to appoint people who are recklessly impulsive. Such individuals rarely have the maturity or commitment to ride the waves of hazardous waters. Instead, listen to the people in your team. Talk to them, understand them and gain their input. Create an open environment in your business where ideas can be exchanged freely and you will soon learn who are the Challengers in your midst.

Your Challenger is the individual who sees the opportunity and plots the journey forward. They’re not married to “the done thing” nor are they another “Yes man/woman”. The Challenger is the one that speaks up in meetings to offer constructive criticism, they bring unique ideas to you, and they get you to share their excitement about the vision they have.

Instead of trying to think outside the box, perhaps we should aim to get rid of the box?

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