Challenger Sales Model is a B2B sales approach based on the idea that the most successful reps don’t just build relationships - they challenge their prospects. Instead of passively responding to buyer needs, Challenger reps teach new insights, tailor the conversation to the prospect’s business, and take control of the sales process.

The model breaks reps into five types: Relationship Builders, Hard Workers, Lone Wolves, Reactive Problem Solvers, and Challengers - with Challengers consistently outperforming the rest, especially in complex sales.

Developed by CEB (now part of Gartner), the Challenger approach is all about helping prospects rethink their status quo, understand unseen problems, and realize the cost of inaction. It works best when you’re selling something disruptive or high-value that requires a shift in mindset.

Bottom line: Challenger reps don’t just sell a product - they lead the buyer to a better way of doing business.