Relate the client’s problem to the agency’s services. Help the client recognize their problems by painting a picture “of how other companies just like the customer’s went down a similarly painful path.” Get the client to acknowledge that they have a problem.īefore offering a solution to the problem, the client must agree that the problem looks like a challenge that exists in their organization. Getting a client to see that they have significant issues may be difficult at first. How can agencies implement the Challenger Sale? Tell a story that relates to the client. The Challenger Sale Approach, which is based off of Matthew Dixon and Brent Adamsons book “ The Challenger Sale: Taking Control of the Customer Conversation,” is a method to help salespeople (or agencies) build healthy relationships with clients by challenging them. Agencies need to become challengers in order to offer their client’s the best solutions. If there is not a healthy back and forth, the client could stagnate and the agency may never showcase their true capabilities to benefit the client. There is potential for serious growth when agencies have the backbone to support their ideas and challenge the client’s original plan. Over the course of 45 sets of interviews conducted, we have found a reoccurring theme - agencies who are “order takers” tend to have weaker client relationships.Ĭlients frequently express an appreciation for an agency with conviction.
And, because they make people better, we are drawn to them.Īs a part of the Set up vetting process, we interview agencies and their clients to determine the health of their current or past relationships. Children are told to “spread their wings” and take on every opportunity to challenge and find themselves.Ī challenge is an obstacle that, once overcome, builds stronger character and leads to growth. People often use the phrase “I don’t want to be a big fish in a small pond” to justify moving and pursuing their dreams.