The document discusses research that identified five common sales profiles (The Challenger, The Lone Wolf, The Hard Worker, The Relationship Builder, The Problem Solver), and found that the top sales performers were most likely to have a "Challenger" profile. It describes the Challenger profile as assertive, offering customers insights to think outside their norms and highlight problems. The document provides three techniques to help reps adopt more of a Challenger approach: teaching for differentiation, tailoring the message, and controlling the conversation. It suggests using social media and collaboration to implement these techniques.