Challenger Sale

It's How You Sell, Not What You Sell

The New World of

The traditional approach to selling and marketing no longer works in today’s buying environment. Deals are becoming increasingly complex, and customers have access to more information earlier in the sale than ever before. As a result, customers are buying in new ways, delaying initial contact with suppliers and requiring greater consensus to move forward.


For the first time, our customers know more about us than we know about them.”

Vice President, Sales
Health Care Industry

Compete and Win in a
Customer-Empowered World

Evolve How
You Sell

We studied thousands of customers and sales professionals around the world, spanning every major industry, geography, and go-to-market model. We discovered that customers have fundamentally changed the way they buy, which has forced companies to evolve how they sell.

Winning organizations lead with insight and challenge customer assumptions to mobilize customers around a purchase.

Introducing Challenger™ Selling

View a summary of the insights, concepts, and groundbreaking research featured in The Challenger Sale.  Understand why Challenger sellers succeed in the new buying environment and how you can begin to find them in your organization.

We've learned that insights are powerful; that language within our business has changed as a result of [the Challenger™ model].”

Kendra Hammond
Chief People Officer
Vita Group