How Aerogen Invested in Sellers Through Challenger Experience Training

Transitioning a company to a new selling style is no small undertaking. But for Aerogen, a global medical device company headquartered in Galway, Ireland, the individual successes of its international selling team made this undertaking worthwhile.

As Aerogen rapidly expands its business — aerosol drug delivery in acute care — the company remains connected by tangibly investing in employees and supporting their integrity and career growth alongside the organization’s own.

“Salespeople are keen to become trusted partners to their customers,” explained Jacqueline Lüttjohann, Global Commercial Training and Education Manager at Aerogen. “Many of our sellers have a professional background in intensive care or, in our case, as respiratory therapists, so they have excellent knowledge of medical topics. We saw an amazing opportunity to lead our teams to even greater performance by combining this expertise with the Challenger approach.”

Over the course of their engagement with Challenger, People and Organizational Development Leader Laura Gilioli also described seeing improvements in individual seller performance and the development of a more empowered and connected workforce.

“I strongly believe that every investment in learning development is an investment in the future success of the organization,” Laura said. “It’s an investment in innovation, and it is an investment in our people engagement.”

“Challenger really enables our sales team and gives them the tools and the confidence to manage complex sales, which allows them to go to customers and change their conversation with them and bring back fantastic results,” Laura said.

But don’t take our word for it. We asked sellers from across Aerogen’s global selling network to share their experience learning and using Challenger in the field. From leading with Insights to Taking Control of customer conversations, hear directly from them how training has changed their success rates and careers.

What’s been the best part about Challenger training?

“Both the Challenger book and the Challenger learning modules were fantastic references, and I found the way that Aerogen applied the Challenger method, especially through Challenger Conversation Choreography, extremely helpful as I could see how it applied in my current day-to-day. Overall, Challenger was the best ‘sales method’ experience I have gone through in my career, and it is the method I truly believe works.” — Parker McArdle, Account Manager, Northern United States

“Implementing the Challenger approach has been a game-changer for me, particularly in working with customers with complex needs and operating in competitive markets. By challenging their assumptions and providing Tailored Insights, I’ve been able to engage more deeply with decision-makers and position myself as a trusted advisor. This approach has allowed me to build stronger, more meaningful relationships and achieve better outcomes, especially with clients who value strategic thinking and long-term value. The Challenger methodology has enhanced my sales performance and significantly boosted my confidence and effectiveness in navigating complex sales environments.” — Debora Pannocchia Serrano, Clinical Specialist & Territory Manager, Spain

“My experience of working with Challenger has most definitely helped me see what type of seller I was before and has now changed how I approach the selling situation. Throughout my career, I have had the opportunity to practice many selling techniques, using the multiple sales courses I have attended, but this is the one that relates to me as a seller and one that I have truly adopted.” – Jonathan McAusland, Senior Clinical Account Manager, Northern Europe Clinical Education Lead

“Applying the knowledge I got from Challenger in my day-to-day work allowed me to move forward in my career…The teaching of customer types (Blockers, Talkers, and Mobilizers) allowed me to shift my mindset. Using the same approach with all kinds of customers was not sufficient to achieve my financial and strategic goals. After Challenger, I noticed that we couldn’t expect a wonderful outcome if we didn’t identify the customer type.” – Odai Al Sakran, Territory Manager, Middle East Region

“First of all, I started off as the biggest skeptic, but then my mind changed. It started with the education program and its quality. I could directly recognize a completely different approach and loved the depth of the Insights and the science behind it. I overcame my inner skeptic and it was easy to adapt the learned content to the field meetings. I even reached one of my hardest to access accounts with a completely different strategy: working effectively with more stakeholders, overcoming Talkers, and getting to a new level of engagement with my Mobilizers.” — Damian Sielmann, Business Development Manager, Germany

“The amount of data-driven information Challenger presented regarding current sales processes, customers, and buying experience was surprising and refreshing. I also enjoyed reflecting on our individual profiles and customer profiles. It created a self-awareness that helped me adopt the Challenger methodology more consistently and abandon less successful behaviors.” — João Mendes Marques, Senior Territory Manager SEA + Commex Lead APAC

Before using Challenger, what was your experience selling?

“Selling has always been hard, and putting your story into words has been even harder. This can come through to the customer and can ultimately stop the selling journey in its path. The buying process was slow and less productive due to not identifying who the right people were and how they would aid the ultimate goal. Deals would go on and on and on with no end result.” — Jonathan McAusland

“Before Challenger, I was a Hard Worker…[My] way of approaching customers was the same with all kinds of customers. I was spending a lot of time calling the same individuals and delivering the same messages, regardless the kind of customer. I thought spending more time with the same individuals will lead me to close deals…My sales were never that low, but I always thought I should be taking advantage of my market much more.” — Odai Al Sakran

“Prior to using Challenger, my sales approach was more conventional. I focused heavily on building relationships and addressing the specific needs customers shared with me. While this approach worked somewhat, I often found standing out in a competitive market, recognizing the customer profile, or implementing the curve difficult. My sales efforts felt more responsive than strategic.” — Debora Pannocchia Serrano

“Before Challenger, my experience selling was similar to that of the Hard Worker mixed with the Relationship Builder and Problem Solver profiles. I would strategize who my biggest potential accounts were and spend most of my time calling on the same individuals there to try and win them over and close the deal. On many occasions, I felt my conversations were not progressing as fast as I hoped they would. While my sales numbers were never terrible, I always felt I could be getting much more out of my market.” — Parker McArdle

“Before Challenger, I was a self-motivated salesperson. I loved listening to sales content podcasts; I’ve read many books and have always been interested in the science behind the sales process, social science, the insights of communications, and the procedure of objection handling. Even though I’ve done a lot of training and guided coaching, I always felt there was a tiny gap to reach best practice. There was the feeling that I was missing a leader who enables me to reach the next step.” — Damian Sielmann

“Having always worked in complex sales environments and with a strong clinical background, I focused on being a reliable expert for my customers and ensuring that all issues were always addressed. I consistently delivered good results, however, looking back, I wish I had been exposed to Challenger earlier in my career. I could have been even more successful by compelling customers to act, guiding them through the buying process, and Taking Control.” — João Mendes Marques

How has Challenger training changed your sales behavior or career?  

“Since I started using Challenger, my sales behavior has switched to forcing my customers to think differently about their current problems and why they need my help…As a result of becoming a Challenger seller, my sales numbers have significantly increased compared to the previous year. My deals are closing more quickly as I can better identify who my Blockers, Talkers, and Mobilizers are. I have been able to obtain deals from more difficult customers by using the Challenger method.” — Parker McArdle  

“My experience working with Challenger changed how I start conversations with customers and allowed me to properly identify the correct stakeholders in the buying process. It allowed me to tell the Aerogen story, challenge the customers’ thought processes, and push them in the right direction to benefit all parties. Our time together is more productive, which helps customers to be more engaged and invested.” – Jonathan McAusland 

Since integrating the Challenger methodology into my sales approach, I’ve experienced a significant shift in my career and sales techniques. I’ve learned how to lead conversations by offering new Insights, challenging my customers’ thinking, and taking them through the choreography, which has helped me bring more value to every interaction. This change has resulted in better client engagement, stronger, more lucrative relationships, and successful outcomes. The Challenger approach has given me the confidence to be more proactive and assertive in my sales role, leading to better outcomes for my clients and my career.” — Debora Pannocchia Serrano

“Before Challenger, the level of tension that I created during the conversations was never quite right. Through Challenger, I found a way to identify the Constructive Tension that would lead me to close the deal.” – Odai Al Sakran 

“My mind and understanding opened to more strategic thinking, and I developed more self-confidence to handle and deal with wide, more complex sales situations. It is much easier to understand the ambiguity of the market, and I feel well-prepared for the next chapter. I got better tools for meeting preparation and overall, it feels like we all became a Challenger organization, which makes everything a little bit easier and gives me a feeling of working at a “best in class” company!” – Damien Sielmann 

“Some of the changes I would also highlight that have been helping me to Reframe thinking is the in-depth customer research I do on their current state and, when we finally meet, recognizing their profiles. Knowing my customers better is not only giving me an advantage when Tailoring my messaging, but it also helps me find my Mobilizers more efficiently. I have recently had an incredible career opportunity at Aerogen following consistently positive commercial results, so… thank you, Challenger!” — João Mendes Marques 

Ready to create a culture of change that inspires your sellers? Contact Challenger to find the best fit for your team.