How can you differentiate your product using a challenger approach?

1 What is a challenger approach?

A challenger approach is a sales methodology that aims to challenge the status quo and disrupt the customer's thinking. Instead of focusing on building rapport and asking open-ended questions, you focus on delivering insights and provoking change. You show your prospects how their current situation is costing them money, time, or opportunities, and how your product can solve their problems in a unique way. You also tailor your message to the specific needs and goals of each decision-maker, and take control of the sales process by guiding them to the next steps.

2 How to teach your prospects

Teaching your prospects means providing them with valuable information that they didn't know before, or that challenges their assumptions. You don't want to just repeat what they already know, or what they can find online. You want to show them a new perspective, or a gap in their knowledge, that makes them curious and interested in your product. For example, you can use data, stories, or case studies to demonstrate how your product can help them achieve better results, avoid risks, or seize opportunities.

3 How to tailor your message

Tailoring your message means adapting your teaching points to the specific situation and role of each prospect. You don't want to use the same pitch for everyone, or assume that they all have the same pain points, goals, or preferences. You want to show them how your product can address their individual needs and expectations, and how it can fit into their existing processes, systems, or culture. For example, you can use different language, examples, or metrics depending on whether you're talking to a CFO, a CTO, or a CEO.

4 How to take control of the sale

Taking control of the sale means leading the prospect through the buying journey, and not letting them dictate the pace or direction. You don't want to be passive, reactive, or dependent on their actions. You want to be proactive, assertive, and confident in your recommendations. For example, you can use questions, agendas, or timelines to set the expectations, clarify the next steps, and overcome objections. You can also use trial closes, incentives, or urgency to move the prospect closer to a decision.

5 How to differentiate your product

Differentiating your product means showing your prospect how your product is not only better than the alternatives, but also different in a meaningful way. You don't want to just compare features or prices, or claim that you're the best or the cheapest. You want to show them how your product can deliver value that they can't get from anywhere else, and how it can help them achieve their desired outcomes. For example, you can use stories, testimonials, or demonstrations to highlight your unique selling proposition, your competitive advantage, or your customer success.

6 How to practice the challenger approach

Practicing the challenger approach means developing the skills and habits that will help you execute it effectively. You don't want to just wing it, or rely on your intuition. You want to prepare, research, and rehearse your sales conversations, and learn from your feedback and results. For example, you can use tools, templates, or scripts to plan your teaching points, your tailoring strategies, and your control techniques. You can also use role-plays, coaching, or peer reviews to improve your delivery, your communication, and your persuasion.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?