The Challenger Sale: What is it and How is it Used in Tech Sales?

The challenger sale is another sales technique that is sweeping the industry. In today's tech-driven world, the way we sell has changed. Gone are the days of the hard sell. Instead, salespeople are now focusing on building relationships with their potential customers.

This is a consultative selling technique focused on developing a rapport with clients. Then challenging them on their current assumptions about their product or service needs. This type of sale requires you to be knowledgeable about the industry. It helps you think strategically about the customer's business goals.

It has become popular in recent years. Especially in the tech industry. This is likely due to the fact that tech products are often complex. Tech requires a high level of understanding from the sales rep. Additionally, many tech products are constantly evolving. BDRs need to be able to keep up with the latest changes and developments. This is to provide their customers with accurate and up-to-date information.

What is disruption” and how does it relate?

In today's business world, the term "disruption" gets thrown around a lot. But what does it actually mean? And how does it relate to tech sales? To understand that, we need to take a look at the challenger sale.

Matthew Dixon and Brent Adamson coined it in their 2011 book, "The Challenger Sale: Taking Control of the Customer Conversation.” In short, the technique is all about disrupting the status quo. It's about challenging your potential customers' assumptions. Get them to think outside the box.

To do that, you need to understand your product and your industry inside and out. You need to be able to anticipate customer objections and have solid responses to them. Most importantly, you need to be able to prove how your product can help clients achieve their goals. Even if those goals are ones they didn't know they had!

Disrupting the status quo with the challenger sale

The key to executing this technique is to always come prepared. You need to have a firm understanding of both your product and your industry. When a customer raises a question or objection, you can dispel any misconceptions they may have.

For example, let's say you're selling a new CRM software system.

A potential objection could be that your customer already has a CRM system in place. And they're happy with it. To overcome that, you need to show them why your system is better. Is it more user-friendly? Does it have more features than their current system? Come prepared with an answer that makes switching to your system in their best interest.

3 tips to close the deal

1. Educate yourself on your product inside and out. Take the time to learn all about your product's features, benefits, and pain points addressed. 

2. Stay up-to-date on industry trends. Anticipate your customer's needs and offer them knowledgeable solutions that meet their specific challenges.

3. Think strategically about your customer's business goals. Tailor your pitch to their needs to increase the chances of making a successful sale.

If you're selling tech, then you should understand how the challenger sale works! Keep these tips in mind as you develop relationships with customers. Don't be afraid to challenge them on their current assumptions. You'll be closing deals in no time!

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