Tell me more about commercial teaching in challange sale

Commercial teaching in the Challenger Sale model is a sales approach where the salesperson teaches the customer, tailors the sales process, and takes control of the customer conversation.

The goal of commercial teaching is to provide insights and challenge the customer's preconceived notions about their business. This is done by presenting unique perspectives that the customer hasn't considered, which can lead to a change in their business operations or strategy.

The teaching must be connected to the unique strengths of the supplier, differentiating them from the competition. This helps in translating the teaching into sales.

The salesperson must understand the customer's business well enough to challenge their assumptions and reframe their thinking.

A good teaching conversation builds a compelling commercial argument for why taking action matters. This catalyzes action from the customer's side.

Finally, for teaching to be effective, organizations must provide their reps with well-scripted insights and diagnostic questions to map insights to customers. This helps in scaling the teaching across customers.