Hi all.

"Challenger sales" is about identifying where your prospect client may be lagging behind their industry peers and showing how your solution can help bridge that gap. But in this approach, how does an organisation go about creating "challenger messaging" which the salespeople can use to prospect with clients?

Challenger sales requires you to know the client and areas they are lagging in detail, so I'd appreciate any ideas around 

A) how to collect the information about prospects so that you can create "challenger messages" which the sales team can use to win business 

B) how to show your solution is the best solution for the prospect, over and beyond what your own competitors are offering

Thanks a million.
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