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hey guys paolo here again and this week's book of choice is the challenger sale written by matthew dixon and brent anderson so this book is basically about understanding the different types of sales people and what is the most effective type or strategy that would increase your output or your sales numbers right hence the name challenger sale so as usual i have my five key takeaways and let's start by first defining the five key sales profile so the first one is the hard worker so these are the guys who put in the time the effort uh you know they clock in late hours and they believe that if they through sheer effort through sheer grinding and you know exerting effort they will succeed the second one is the relationship builder these are the guys who take their customers out they always maintain that good relationship with their customers and with the hopes of you know with a strong relationship with the customer they'll be able to convert those good relations into sales the third one is the lone wolf so these are the guys who maybe produce stellar performances however they work best alone right they wanna handle the entire sales to sale say end-to-end strategy themselves and you know they feel that they can achieve results faster if they do it themselves the fourth one is the reactive problem solver so these are the sales guys who uh you know wait for or thrive in an environment when their customer is having issues and they try to resolve those issues right so it's not really thinking outside the box but reacting whenever there's a problem and you know thriving in those situations on helping their customers solve their problems and the last one is the challenger so these are the sales people who offer new insight it may be unpopular an unpopular opinion to the customer for example but they believe that through constructive tension through this offering new insights they take their customers to greater height to achieve success so based on these five sales profiles interestingly the challenger is the most effective in terms of producing results long-term results whilst uh you know the relationship builder is actually the most unproductive uh when comparing all these five archetypes so we'll drink they'll drill down a bit more with the challenger seller right so the challenger sales basically has three key faces it's to teach to tailor and to take control so the first one the attribute of a challenger seller is they offer new insight right so in their customers whenever they discuss with customers it's not simply about going to the boardroom having a powerpoint presentation and shove our product down the throat of our customers right it's about offering key insights on the industry that may or may not be known yet by the customer so offer key insight the second attribute of a challenger seller is they have strong two-way communication skills meaning they are very good in articulating their product their new insight while at the same time they're very good in listening to the customer's pain point listening to their um non-verbal behavior so the third one is no customer value driver so basically uh cos a challenger seller knows and understands the customer what is off value of the customer right what's his or her kpis metrics what is off value that customer the fourth one is identify key economic drivers of the customer business again a challenge seller is the expert in that field you know that you know what are the um what are the economic drivers that would help a customer either increase revenue or save on costs right the fifth one is they're very comfortable in discussing money so again the point of a challenge of sale isn't just to build a relationship or offer new insight right the end result that you want to achieve is converting them into sales producing output and achieving top performance so challenges sellers are comfortable discussing money at the same time they can pressure the customer if they need the sale to happen you know they are very good in compelling the customer pressuring the customer to make it land now so again those are the six key attributes of a challenger seller uh you know teaching the customer tailoring the message and taking control of the deal the sa the third uh key insight that i learned here is the six steps for a world-class pitch so what are the different steps that a challenger seller usually does in order to land the sale so the first one is the warmer wherein the challenger seller hypothesizes um you know on similar problems of different companies who have encountered the same problem that your customer may have experience so rather than you know simply walk in and ask uh what's your problem and so on uh the chandra seller comes prepared wherein he or she mentions that he or she has worked with several similar companies in the past who've experienced xyz problems and this is where you start it uh to ask whether or not the customer that you're talking to has also experienced that problem or if they want to add on top of those problems that you mentioned the second one is reframing you reframe the situation uh you know maybe expand the thinking of the buyer on taking on a different perspective on how to view things or think of a different way on how to view his or her business the third one is rational grounding so you need to show them why it matters right so it's important because it would heavily impact their business which links on to the fourth one which is emotional impact right if they do not act now you must have them be able to visualize internalize the impact to their company they need to be able to see it play out in their head how it would impact their company the fifth one is present a solution not necessarily your solution yet but present a solution to the problem that you mentioned and lastly is present your solution so based on the solution that you mentioned the problem the solution this is the last step where you convince them out of the many solutions out there in the market why your solution is the best and why you are the sales person uh best fit to help them solve their problem the fourth uh key takeaway is constructive tension again it's not about the product that you sell but the new insight that you're able to share so again um you know the challenger seller isn't someone who simply accepts the information that he or she received from the customer they may say that they're not ready to buy and so on but again it's about expanding the vision of your buyer and really offering them new insight offering them a new way or new perspective on how to view the business and viewing you as the industry expert to help them solve their problem so it's about the insight that you share and not specifically about the product the last one key takeaway is commercial teaching so again um you are the industry expert a challenger seller's the industry expert but how can you share the insight with the intent of converting it to a sales right a sale rather so basically whenever you offer new insight and offer a solution you always need to uh tailor your message as if it's leading towards your strength right it would lead you to a disadvantage if ever you lead the inside towards something you're not strong at so again whenever you're teaching something it needs to tailor to taylor your message to something that leads towards your strength next is of course you need to change the way they think right they need to have that light bulb moment the buyer needs to have that light bulb moment uh to realize that they need to change the way they think the fourth one is they need to cost cost convince customers to take action now and lastly it's scalable meaning the concepts that you teach can be replaced that can be repeated to different uh similar customers in that same industry so with that those are my five key takeaways i hope you liked it the challenger sale if you liked it uh you know feel free to follow me on youtube search paulo ballinas like and subscribe and i've summarized several other nonfiction books marketing self development uh and a lot of books that you would like so see you again next sunday i do it every sunday and looking forward to the next book thank you and