Challenger Customer Inspired Training

Challenger Customer Training

Winning Over Buying Groups & Building Consensus

Selling today isn’t just about convincing one person—it’s about navigating complex buying groups, aligning multiple decision-makers, and driving consensus in uncertain environments.

That’s why The Challenger Customer methodology is a game-changer. Based on research from Brent Adamson, Matthew Dixon, and their team, this training helps your sellers influence the right stakeholders, handle internal pushback, and create momentum in complex deals.

If your team has ever lost a deal because of indecision, misalignment, or internal politics, this training is for you.

As always at Natural Training, we ensure that the concepts we give you suit your natural, authentic selling style.

Why Challenger Customer?

Customers don’t buy alone. On average, 6 to 10 decision-makers are involved in B2B purchases—and most of them are risk-averse. If you’re not shaping their conversations, you’re losing deals before you even enter the room.

Challenger Customer Training helps you:

1. Find and mobilise your biggest internal champions.

2. Turn passive buyers into proactive supporters.

3. Overcome ‘No Decision’ by guiding the group to consensus.

This isn’t just about selling differently—it’s about teaching your buyers how to buy.

Who Is This Training For?

This programme is for:

• Enterprise sales teams selling into large, complex organisations.
• Account managers who need to expand accounts and manage multiple stakeholders.
• Sales leaders who want to drive predictable growth in high-value deals.

If you’re frustrated by deals that drag on, stall, or disappear into internal debates, our Challenger Customer inspired training will fix that.

What You’ll Learn

Natural Training’s Challenger Customer-inspired Training programme follows four key pillars to help your team navigate buying groups and build internal consensus:

1. Identifying the Mobiliser

Not all stakeholders are created equal. Learn how to:

• Find the internal champion who can drive change within their company.
• Avoid time-wasters like Talkers who engage but never push deals forward.
• Equip Mobilisers with the right insights and tools to influence their peers.

Example: A Talker will say, “This is interesting.” A Mobiliser will say, “I need to share this with our leadership team.” You need the latter.

2. Teaching the Buying Group How to Buy

• Most buying groups struggle with internal misalignment. Learn how to:
• Guide stakeholders to a shared vision of success.
• Address different priorities across finance, operations, and IT.
• Handle group indecision and keep deals moving forward.

Example: If finance wants cost savings and operations wants efficiency, your job is to connect the dots and show how your solution delivers both.

3. Controlling the Narrative

• If you’re not shaping the conversation, someone else is. Learn how to:
• Lead with commercial insights that make your buyer rethink their assumptions.
• Use contrasting to highlight the cost of inaction.
• Frame your solution as the logical, risk-free choice.

Example: “Many companies in your space struggle with X. The ones who succeed approach it this way—let me show you how.”

4. Overcoming ‘No Decision’

The biggest competitor in B2B sales isn’t a rival company—it’s the status quo. Learn how to:

• Create urgency by quantifying the cost of doing nothing.
• Handle internal objections before they stall your deal.
• Provide clear next steps to drive action.

Example: “If you don’t act now, you’ll face higher costs and lower output in Q3. What’s stopping us from moving forward today?”

How This Training Works

At Natural Training, we make Challenger Customer skills stick through engaging, hands-on learning:

• Real-World Deal Coaching – Apply techniques to your live pipeline.
• Stakeholder Role-Plays – Practise managing multiple decision-makers.
• Mobiliser Playbooks – Get tools to identify and enable internal champions.
• Manager-Led Reinforcement – Ensure Challenger strategies are embedded in your culture.

Why Choose Natural Training?

We bring the Challenger Customer framework to life in a way that’s:

• Practical & tailored to your industry.
• Actionable & results-driven, not just theory.
• Reinforced & embedded for long-term impact.
• Suited to your natural, authentic selling style.

This isn’t just another sales training programme – it’s a blueprint for winning in today’s complex B2B world.