The Challenger Sale: Commercial Teaching
The seller reframes how you understand your own business, teaching an insight that leads to their unique strength; powerful when the insight is true, manipulative when it was reverse-engineered from the product.
An everyday example
'Your real problem is not cost, it is speed to market' — and the vendor happens to sell speed.
What it can cost you
Adopting a reframe designed to make one product the answer; conceding the agenda of the meeting.
Warning signs
- My problem was redefined in the meeting.
- The new problem's solution is their product.
One thing to do
Test the insight against your own data and against someone with nothing to sell; keep your own framing of the problem on the table.
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