You probably use many different types of sales approaches. For example, you might use an inbound approach with prospects who are early in their buying process. You may use a consultative approach if you’re in the middle of a complex deal.
One approach you might not use so much is the challenger approach. It emphasizes identifying a challenge or problem your prospects might not know they have. This requires being assertive and direct, which can feel uncomfortable if you’re used to building rapport and taking a softer, more consultative approach.
However, if you’re willing to step outside your comfort zone, brand consultant Dan Lever says the challenger sales model can lead to some big benefits. We share his thoughts in this issue of PromoPro Daily.
It captures attention quickly. This is because the challenger method involves an element of surprise. You have their full attention when you point out a problem they didn’t realize they had. When you solve that problem, Lever says you bring delight.
It shortens sales cycles. If you like to get to the point quickly, you’ll appreciate the challenger model. It doesn’t beat around the bush, Lever says. When you use direct communication, you get right to the heart of the matter, which can significantly reduce your sales cycle.
It provides a unique perspective. Another reason to try the challenger approach is that you get to offer a different perspective to your prospects. You might find this just as refreshing as your prospects because it can spark some truly meaningful and thought-provoking discussions.
It’s adaptable. Lever says the challenger approach is clear, direct and slightly demanding and can be adapted to any industry. If you’re having a promo conversation, you can use this methodology.
It can lead to cross-selling opportunities. The challenger model requires a certain level of relationship-building. For a prospect to move forward, there must be trust. Once that trust is established, Lever says you have an opportunity to explore cross-selling.
It boosts your revenue. When you can show people problems they didn’t realize they had, they’re more likely to buy from you. Lever says they’re also more likely to refer others to you. You’ll become known as a true promo expert.
Every prospect and situation is different, so there’s no one-size-fits-all sales approach. However, when you want to stand out and go beyond traditional techniques, the challenger sales approach can lead to fantastic results.
Compiled by Audrey Sellers
Source: Dan Lever is a brand consultant and copywriter who contributes blog posts for Qwilr, a sales proposal software.
