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Are You a Sales Challenger


By: Bruce Lund

Author's Original Work




How to be a CHALLENGER to Increase Sales

We’ve all heard that people do business with those they know, like, and trust. This message has been around longer than we’ve been alive.

But did you know that people actually do business with those they RESPECT as much as any other trait? This is according to a Harvard Business study.

Where does respect come from? To me, it’s showing that you’ve been BATTLE-TESTED

Definition: having experienced and been toughened by battle

To me, being battle-tested means you have unique experiences and struggles that you’ve personally overcome. You have scars (emotional & physical) that give you an edge.

I believe newer or younger salespeople can STRUGGLE with sales early on because when they get objections or pushback i.e. challenged they don’t have the CONFIDENCE to overcome objections or PUSH right back…

Most people believe that in sales the relationship-builder is king. However, one of the largest studies on salespeople ever recorded disproves this (The Challenger Sale). 40% of high sales performers primarily used the challenger style. Only 7% of top performers took a relationship-building approach (the least effective of the five styles according to this book).

To CHALLENGE people, you must know that you are the EXPERT. Have supreme confidence that you are good at what you do.

The Challenger Sale: A sale in which the rep teaches the prospect something about their business, tailors their pitch to resonate with customer concerns and takes control of the sales process. Loves to debate or push customer Strong understanding of the customer’s business. Knows the customer's value drivers It is comfortable discussing money. It offers a unique perspective to the customer.

The analogy I personally enjoy the most is what’s the first thing you do when you get onto a rollercoaster? You test the harness to make sure it’s locked… I believe sales are very similar to many big-time prospects. They will CHALLENGE you to see if you are an expert.

When you’ve been battle-tested you aren’t afraid to: Teach others new or valuable information because you have experienced it. Tailor the sales pitch to resonate with the decision-makers hot-button issues (money changes hands when problems are solved) Take control of the discussion around pricing and challenge the customer’s thinking around the problem.

You can say almost anything to anyone, depending on how you say it…

The next time you’re challenged, dodo not be afraid to stand your ground and challenge right back. But in order to do this.. you need to be battle-tested and challenged before. There’s only one way to do this, through unique experiences.

Sales is a contact sport. Get in the action. Go for no. Some will. Some won’t. But so what…


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About Bruce:

Dr. Bruce Lund has trained thousands of professionals all over the country. Bruce earned a Ph.D. in Human Performance and prides himself on having the heart of a teacher as a former professor in the Texas A&M system. For the past five years, he’s focused his attention solely on helping individuals working in commoditized industries differentiate through entrepreneur and sales coaching. 90-Day Sales Manager is one of the fastest-growing training programs for solopreneurs. Get FREE access to our Sales Plan and Selling System HERE.

Library Page:

90-Day Sales Manager™ is a sales onboarding and entrepreneur training program for producers of all levels in real estate. Due to daily accountability, weekly benchmarks, and monthly evaluations, their program has been described as the P90X of sales training. Graduates of the program consistently have their “best months ever” during and immediately after completion.

Founder and director, Dr. Bruce Lund, has partnered with Breakthrough Broker to give BB agents the same great information found in this program but in mini sessions and with work-along steps. By working through the weekly videos and steps in the 90-Day Sales Manager library, you will gain the confidence needed to establish realistic goals, exceed your monthly benchmarks, and keep your pipeline full for months to come! Get access to our $15 KICKSTART program HERE and receive our planner for FREE.

More about 90-Day Sales Manager

The 90-Day Sales Manager program has 300+ organized training videos tied to daily sales content and exercises. It is quickly being recognized as the most robust, systematic training for agents all over the country. The program combines daily virtual training videos with weekly LIVE group sessions either online or in-person. Come join our fast-growing community of entrepreneurs. If you’re ready to take the 90-Day Sales Challenge get immediate access HERE.