The Sales Archive real techniques, real sources
Entry 013 of 93Sourced

Challenger Commercial Teaching

Teach the buyer something surprising about their own business that leads back to your unique strength.

How it sounds

  1. You Open with an insight the buyer hasn't connected before, backed by data
  2. Buyer Reacts with surprise, not agreement: they hadn't framed the problem that way
  3. You Reframe the insight around the place your product uniquely helps
  4. Result The buyer starts measuring other vendors against your framing

The rest of this entry is in the full archive

  • The six-step teaching choreography: warmer, reframe, rational drowning, emotional impact, a new way, your solution
  • How to build a commercial insight your competitors can't reuse
  • Why relationship-building alone loses to teaching in complex B2B deals
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More in Discovery

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  1. Do you have budget set aside for this, and who else needs to sign off?
  2. Answers place them somewhere between hot lead and just browsing
  3. What's driving the timeline, is there a date this needs to be solved by?
DiscoveryCommon practice

BANT

Common practice
  1. What about this is most important to you?
  2. Explains their priorities without feeling pushed
  3. How would we know if this were working, six months in?
DiscoverySourced

Calibrated How/What Questions

Chris Voss, Never Split the Difference (2016)
  1. If nothing changes over the next year, what does that cost you?
  2. They add it up out loud, and the number surprises them.
  3. The cost feels real now, more than any figure you could quote.
DiscoveryCommon practice

Cost of Inaction

Common practice (draws on Rackham and Kahneman/Tversky)