Challenger Methodology - Land Forces - Networked Edge Mission System

1. The Warmer

Build user credibility by demonstrating deep understanding of their world. Avoid talking about yourself.

We start by pitching our company history and awards. We mention typical industry problems but don't get specific. We describe their current problems better than they can themselves.

2. The Reframe

Surprise the customer with a new perspective on their business. Show them what they are missing.

We confirm what they already know about their problems. We introduce a new idea, but it's not very surprising or risky. We deliver a bold insight that challenges their status quo thinking.

3. Rational Drowning

Back up your reframe with data, graphs, and ROI calculations to build the business case.

We don't use much data; we rely on qualitative arguments. We have some generic market data. We present intense, specific data showing the true cost of inaction.

4. Emotional Impact

Make it personal. Ensure the stakeholder feels the pain of the problem in their own role.

It's purely a logical business conversation. We talk about company risks, but not personal risks. We tell a story that makes them say, "That's exactly what's happening to me."

5. Value Proposition

Define the "New Way" of operating that solves the problem. Do NOT mention your product yet.

We immediately start pitching our product features. We focus on the benefits of our solution type, but hint at our product. We get them to agree on the required solution capabilities before mentioning us.

6. Your Solution

Reveal your solution as the only one that can deliver the "New Way" capabilities.

Our solution is one of many that can do this. We have some differentiators, but they are "nice to haves". We prove we are the ONLY supplier who can deliver the agreed capabilities.

The Challenger Sale

Land Forces - Networked Edge Mission System