// Sales
Challenger Sale
CEB's 2011 research: complex-sale winners Teach, Tailor and Take Control, they reframe the buyer's worldview.
In depth
Matt Dixon and Brent Adamson's data showed that in complex B2B, the top performer is the Challenger (40% of top reps), not the Relationship Builder. Challengers bring a provocative insight, tailor it to the economic buyer, and are comfortable creating constructive tension. The playbook is now baked into most enterprise enablement.
Related terms
SPIN Selling
Situation, Problem, Implication, Need-payoff, Neil Rackham's question-based framework for consultative discovery.
Gap Selling
Keenan's framework: sell the gap between the buyer's current state and future state, quantified in business impact.
Sales Enablement
The function that equips reps with the training, content, tooling and process to sell effectively.