Top Performer Challenger Salespeople BEHAVE differently from Average (or Core) Challenger Salespeople. What is it that Challengers DO which either holds them back or makes them more successful?
One of the differences is in HOW they Challenge the Customer!
I have just reviewed a quantity of recorded sales calls.
I was running Behavioural Analysis on BOTH the Customer and the Salesperson.
Running the recordings both Forwards and Backwards
i.e. WHAT did the Sales person say to CAUSE the Customers response and
HOW did the Customer Response ENABLE the Challenger Process.
Let me share with you an Insight gathered from the recordings.
Some of the BEST Customer responses, which enable a Challenger Process,
Teach, Tailor, and Take Control were questions
prefixed by the Salesperson with the word “HOW” in their question.
“How” is a very challenging question!
- HOW do you do that currently...HOW would you like it to do it in the future?
- HOW does that work...HOW should it work?
- HOW could it add more value?
Some of the WORST Customer responses were to Sales Questions prefixed with WHY.
- WHY do you do it that way?
- WHY have you not considered making Changes?
- And “any Customer Statement” then the Sales person responded WHY?
WHY, seems to put Customers into a defensive “Justification” mode,
explaining WHY they do things.
HOW, seems to put Customers into an open “Explanation” mode,
HOW things are (or How things work)
The Power of “HOW” was published in 1987 by Miller & Heiman in:
“Conceptual Selling” (P. 119), in a slightly different context.
Sales Challengers should be aware of HOW
it can increase their effectiveness.
Sales Challengers should be aware of WHY
they might struggle!