Case Study: Xerox boosts sales with Challenger

Color Brings More Life to Learning

Xerox, a large information technology company, needed to shift its US Client Operations sales team from selling on product features to selling higher-value, service-based solutions for enterprise clients. To support this change, Xerox worked with Challenger and adopted the Challenger Sales methodology to help its sellers and managers handle more complex deals and deliver more impactful customer conversations.

Using Challenger’s sales training and coaching approach, Xerox taught teams to lead with commercial insights and reframe conversations around customer outcomes, such as how color improves student learning rather than just reducing printer waste. The results were strong: Xerox reported a 17% increase in sales, a 100% increase in coaching time, a 50% improvement in coaching effectiveness, and $65 million in contract value attributed to Challenger skills, with 90% of participants citing overall performance improvement shortly after rollout.

Xerox

Kevin Warren

President, US Client Operations