Why No Sales Methodology Works—Unless You Make It Your Own
No sales methodology guarantees success—only how you apply it does.
Ask any room full of top-performing sales reps about the best way to sell, and you'll hear a dozen different answers. Some swear by The Challenger Sale, others live by SPIN Selling, MEDDIC, or any number of frameworks. And honestly? They're all right.
Because every methodology offers value. The Challenger Sale teaches reps to reframe customer thinking and add insight. SPIN Selling emphasizes great questioning. MEDDIC helps qualify deals more effectively. The problem isn't the methodology itself-it's when we treat it as gospel instead of a tool.
And that's where sales training often goes wrong.
The New Rep Dilemma: When Process Becomes a Crutch
Imagine you're a new sales rep, eager to learn. You've been given The Challenger Sale as required reading, and your manager tells you: "This is how the best reps sell. Follow this approach, and you'll win."
So, you do. You try to challenge your prospects, push them out of their comfort zone, and offer bold insights. But something feels off. The conversation feels forced. Your questions sound scripted. Instead of engagement, you get resistance.
You start wondering: "Am I just bad at this? Or is this just not my style?"
Neither. The real issue? You were given a process without the context of how to make it your own.
The Case for Adaptability: What Top Reps Do Differently
Now, contrast that with a seasoned rep. They've read The Challenger Sale too. But instead of blindly following every step, they do something different:
They use what works for them and ignore what doesn't. Maybe they challenge a prospect's thinking-but only when the moment is right.
They blend methods. They don't just challenge; they listen deeply, they diagnose, they qualify.
They make it feel natural. They don't sound like they're reading a script or running through a checklist. Their process is fluid, tailored to the customer and the conversation.
That's the difference. They don't let a methodology define them-they define their own sales approach.
The Flaw in One-Size-Fits-All Selling
The best sales reps don't win because they followed a methodology to the letter. They win because they know when to use it-and when to break from it.
Here's what happens when a methodology is used the wrong way:
It overrides natural instincts. You might be great at reading people and adapting on the fly, but if you're locked into a rigid process, you ignore that intuition.
It creates "copy-paste" salespeople. If everyone follows the same framework the same way, why should a customer buy from you instead of the next rep using the same playbook?
It assumes all customers think the same. But customers are wildly different. A risk-averse executive doesn't respond the same way as a fast-moving founder.
A methodology should serve as a foundation, not a limitation.
Sales is an Art and a Science-The Best Reps Know Both
Here's the truth: The top salespeople are not just masters of process. They are masters of adaptation.
They don't throw away sales methodologies-they integrate them into their own approach.
They know when to challenge a prospect and when to hold back. They understand that sometimes, insight wins the deal, and other times, deep listening and trust-building do. They treat methodologies as playbooks, not scripts.
Because buyers don't respond to formulas. They respond to real conversations.
How to Make a Sales Method Work for You
So how do you take a sales methodology and make it work for you? Instead of forcing yourself into a predefined system, use this three-step approach:
Evaluate How You Naturally Sell
Do you thrive when you're educating and offering insights? The Challenger Sale might align well with you.
Do you prefer to diagnose problems through deep questioning? SPIN Selling could be a better fit.
Do you naturally guide customers through a qualification process? MEDDIC might be your strongest tool.
The goal isn't to choose one-it's to recognize your natural strengths and build around them.
2. Use Methodologies as a Toolbox, Not a Playbook
Great salespeople don't follow a single script-they pull from different methods depending on the situation.
Maybe you challenge a prospect when they seem stuck in outdated thinking (Challenger).
Maybe you ask a series of diagnostic questions to uncover hidden needs (SPIN).
Maybe you qualify rigorously to avoid wasting time on bad deals (MEDDIC).
It's not about choosing a single method-it's about knowing when to use the right tool.
3. Make It Feel Natural
If a methodology feels awkward, it's not you-it's the process. Adapt it until it feels right.
If The Challenger Sale feels too aggressive, focus on guiding rather than challenging.
If SPIN Selling feels too formulaic, let questions flow naturally instead of sticking to a strict order.
If MEDDIC feels rigid, use it as a mental checklist rather than a forced process.
The best reps don't sound like they're "using a methodology"-they sound like themselves.
Final Thoughts
This isn't about rejecting The Challenger Sale (or any other framework). It's about understanding when to use it, how to adapt it, and when to trust your instincts.
Want to challenge the buyer's thinking? Great-if that fits your style. Prefer to build rapport first? That works too. The goal isn't to fit into a box; it's to close deals in a way that feels right to you.
So, next time you're told to follow a process exactly as written, remember: Sales isn't about The Challenger Sale. It's about The You Sale.
Take 5 minutes today to reflect: Think about a recent sales conversation. Were you selling in a way that felt natural, or were you following a framework just because you were supposed to?
Write down three things about your approach that feel authentic to you-and three things that feel forced.