Key takeaways
- The challenger sales methodology focuses on teaching customers new perspectives rather than simply building relationships.
- It consists of three core principles: Teach, Tailor, and Take Control.
- Implementing this model involves structured steps designed to guide prospects toward recognizing their needs.
- Organizations can benefit from increased win rates, enhanced differentiation from competitors, and stronger customer relationships.
- Successful implementation requires training, collaboration, knowledge sharing, measurement of success, and continuous improvement efforts.
- The quality of the sales experience significantly influences customer loyalty, as effective sellers build lasting relationships by respecting customers' knowledge and providing valuable insights.
The challenger sales methodology has emerged as a leading approach in the world of sales, particularly in the B2B sector.
Developed by Matthew Dixon and Brent Adamson in their influential book, The challenger sale, this model emphasizes teaching, tailoring, and taking control of the sales conversation.
In this guide, we will explore what the challenger sales methodology is, its core principles, practical examples to help you apply it effectively.
A well-structured sales strategy, such as the challenger sales model, is crucial for redefining traditional sales techniques by focusing on educating prospects and challenging their existing beliefs rather than merely building relationships.
What is the challenger sales methodology?
The challenger sale method is a sales strategy that emphasizes understanding the prospect's challenges and needs over discussing the product itself.
Unlike traditional sales approaches that prioritize relationship-building, the challenger sales model focuses on educating customers about their own needs and the solutions available to them.
This methodology is particularly effective in complex sales environments where buyers are overwhelmed by choices and information.
The goal is to guide prospects toward a new way of thinking about their challenges and how your solution can address them.
Key principles of the challenger sales model
The challenger sales model is built around three main principles:
- Teach: This involves educating your prospects about their industry, potential problems they may not recognize, and how your solution can address those issues. A challenger salesperson uses their expertise to provide insights that provoke thought and discussion.
- Tailor: Tailoring means customizing your sales approach based on the specific needs and challenges of each prospect. This ensures that your message resonates with them on a personal level.
- Take control: This principle emphasizes guiding the conversation assertively. Challenger sales reps are comfortable discussing pricing and pushing for commitments, which helps steer the customer towards making a decision.
Effective customer conversation plays a pivotal role in guiding customer decision-makers toward a desired mindset or action.
Implementing the challenger sales methodology in your organization
To successfully implement the challenger sales methodology, organizations should consider several steps:
Sales management plays a crucial role in this process, as collaboration between sales leaders and representatives during roleplaying exercises can enhance their understanding and application of the method.
1. Training and development
Invest in training programs that focus on developing challenger skills among your sales team. Challenger sales training is a transformative methodology that shifts sales teams from traditional relationship-building selling techniques to an approach focused on teaching and providing insights.
This includes workshops on effective communication, insight generation, and negotiation techniques.
2. Creating a knowledge base
Develop a repository of industry insights, case studies, and data that sales reps can use during conversations with prospects.
This will help them educate customers effectively while tailoring their messages. Additionally, adopting a challenger sales approach and equipping sales teams with the necessary skills and training to effectively implement this methodology is crucial.
3. Encouraging collaboration
Foster an environment where sales teams collaborate with marketing and product development teams to ensure they have access to up-to-date information and resources that can aid in teaching prospects about solutions.
Sales managers should tailor their support to ensure that sellers are motivated and engaged rather than just providing standard training.
4. Measuring success
Establish metrics to evaluate the effectiveness of your challenger approach. Track win rates, customer feedback, and overall sales performance to identify areas for improvement.
Understanding and adapting to intricate sales processes is also crucial for effectively engaging customers amid their detailed research and high expectations.
5. Continuous improvement
Encourage ongoing learning within your sales team. Regularly review successes and failures to refine strategies and adapt to changing market conditions.
Relationship builders, while excellent at developing trust and rapport, must be cautious of investing time in less promising relationships instead of focusing on high-value prospects that can lead to increased profits.
Also read: How to build sales team successfully in six easy steps
The challenger sales process
The challenger sales process involves a six-step choreography: Warmer, Reframe, Rational drowning, Emotional impact, A new way, and your solution.
The process is designed to educate and challenge customers, rather than just building relationships.
Sales reps should use the process to take control of the sales conversation and lead prospects to solutions.
In contrast, a relationship builder focuses on establishing strong, genuine connections with clients to foster loyalty and support.
While relationship builders excel in maintaining customer relationships, they may struggle with challenging customers or closing new deals compared to Challenger sales reps.
- Warm-Up: Start by demonstrating an understanding of the prospect’s challenges. This builds credibility and shows that you are genuinely interested in helping them rather than just selling a product.
- Reframe: Challenge the customer’s current understanding of their situation. Present new insights or data that highlight potential risks or missed opportunities.
- Rational drowning: Use data-driven arguments to illustrate the consequences of inaction or sticking with their current solutions.
- Emotional impact: Share success stories or case studies that resonate emotionally with the prospect, helping them visualize how your solution can benefit them.
- A new way: Introduce your solution as a fresh perspective that addresses their newly understood challenges.
- Your solution: Finally, present your product or service as the best option for resolving their issues.
The challenger sales approach emphasizes challenging customers' thinking and reshaping their beliefs through targeted strategies.
It is crucial to equip sales teams with the necessary skills and training to effectively implement this approach, as well as to provide continuous coaching to foster a challenger mindset in sales representatives.
Want to streamlining your sales process?
Free sales tracking template from Salesmate is everything you need to get started.
What is the T-T-T process in sales?
T-T-T stands for Teach-Tailor-Take control.
First, the sales rep teaches or makes the prospect aware of a bigger problem or an idea. Something that the prospect is completely unaware of.
Secondly, the sales rep tailors his sales process for the prospect. Everything from the sales pitch to negotiation. He makes sure the discussion is about the larger problem.
Lastly, the rep takes charge of the entire conversation and offers his solution to the prospect at the right point.
Brent Adamson, an author and VP of Gartner, states that the most preferred sales rep persona is “Relationship Builder”.
This is obvious because this persona helps sales reps in building deeper bonds with prospects and customers. But, the relationship-building profile is found in only 7% of star performers.
Building deeper relationships is extremely important, but this can be achieved using the challenger sales model as well.
As a sales rep, you will find some root problems for the prospect and suggest better solutions.
I mean, that is a very strong base to build a relationship!
So, what exactly does a Challenger sales rep do?
A challenger sales rep will disrupt the current ideology of the prospect for a good cause.
Not to manipulate the prospect into buying his product, but to show them the mirror. A mirror that shows the actual-bigger problem that they are missing.
It’s like; you’re facing a continuous pain in your lower back and you keep popping pills for it.
A challenger sales rep will show you that your back pain is actually caused by the sitting posture. Then, he will pitch a perfect chair that can solve your problem.
In order to burst the bubble, you have to understand the prospect’s business from the core and deduce the base problem. I believe this attitude of disruption comes from great practice.
The next step is to come up with a tailored sales pitch and negotiation tactics. Everything from this point is purely dedicated to making the prospect understand the problem.
When the prospect understands the negative impacts of this problem – that’s your win!
The third and the last step is to take charge of the conversation and offer your solution.
A lot of sales reps put so much effort into being a good guy that they can’t pitch the product at the right moment. And that’s what makes the star sales reps stand out from the pack.
Here’s a short communication that can help you understand the challenger sale methodology better:
Ryan: Hello, am I talking to Mr. Jim from Visible Inc.? Jim: Yes, this is Jim. How can I help you? Ryan: Hey Jim, I’m Ryan from Salesmate. Yesterday you signed up for our free trial. I would like to know more about your business, so I can help you with our solution. Can we talk for 2 minutes? Jim: Ohh, yes. Definitely. Ryan: So, are you currently using any other CRM or Salesmate is the first one you are trying? Jim: We are using ABC at the moment, but a lot of our deals are left unanswered and we miss a lot of business opportunities. We need something to manage our leads in a better way. Ryan: May I know how many members are there in your sales team? Jim: We have 7 sales reps and a team lead. All 8 reach out to the prospects every day. Ryan: I think you have a fairly strong team in terms of numbers. Your problems seem more about the communication gap among sales members, rather than managing the deals. Jim: We use a chat software for our internal use. How can that be a communication problem? Ryan: I think the team members are not aware of the status of deals. They don’t know the progress, they don’t know whether someone has replied to the prospect or not. I think a feature like Team Inbox can be a great solution to your problem. Jim: What exactly does Team Inbox do? Ryan: It’s like a group inbox where every assigned member gets a notification when the prospect replies. Of course, every deal shows you the level of importance. So, any of your teammates can read the previous conversation and respond accordingly. Just to make sure the prospect doesn’t have to wait. Jim: Well. That sounds very helpful. Ryan: In that case, Salesmate can be the best CRM software for your business… |
Just like that, you can find out the root problem and suggest the best possible solution that your product can deliver.
Challenger sales model examples
To better understand how to apply this methodology, consider these examples:
1. Technology sales
A software salesperson might begin by discussing common inefficiencies in a prospect’s current system (Warm-Up).
They could then introduce data showing how these inefficiencies lead to lost revenue (Rational Drowning) before presenting their software as a tailored solution that streamlines operations (Your Solution).
2. Financial services
A financial advisor could challenge a client’s assumptions about investment strategies by presenting market trends they hadn’t considered (Reframe).
They might share stories of clients who successfully navigated similar challenges using innovative strategies (Emotional Impact).
3. Healthcare solutions
A medical device salesperson may start by highlighting industry shifts due to regulatory changes (Warm-Up) and then present statistics on how non-compliance could affect patient care (Rational Drowning).
They would follow up by discussing how their device meets new standards effectively (Your Solution).
Benefits of adopting the challenger sales methodology
Implementing the challenger sales methodology offers several advantages:
- Increased win rates: By educating prospects and challenging their assumptions, salespeople can create more meaningful conversations that lead to higher closing rates.
- Differentiation from competitors: The ability to provide unique insights helps businesses stand out in crowded markets, positioning them as thought leaders rather than just vendors.
- Enhanced customer relationships: While it may seem counterintuitive, challenging customers can actually strengthen relationships by establishing trust through valuable insights rather than superficial rapport.
- Better understanding of customer needs: The challenger approach encourages sales reps to engage deeply with customers’ businesses, leading to more tailored solutions that meet specific needs.
Additionally, the quality of the sales experience significantly influences customer loyalty, as effective sellers can build lasting relationships by respecting customers' knowledge and providing valuable insights.
Building a high-performing sales team
Building a high-performing sales team requires a combination of effective sales strategies, strong leadership, and a culture of continuous learning and improvement.
Here are some key factors to consider when building a high-performing sales team:
- Hire the right people: Look for sales reps who have a strong track record of success, a deep understanding of the industry and market, and a passion for learning and growth.
- Provide ongoing training and coaching: Invest in regular training and coaching programs that help sales reps develop their skills and stay up-to-date with the latest industry trends and best practices.
- Foster a culture of collaboration and teamwork: Encourage sales reps to work together, share knowledge and expertise, and support each other in achieving their goals.
- Set clear goals and expectations: Establish clear goals and expectations for the sales team, and provide regular feedback and coaching to help them stay on track.
- Use data and analytics to drive decision-making: Use data and analytics to inform sales strategies and tactics, and to measure the effectiveness of different approaches.
By focusing on these key factors, sales leaders can build a high-performing sales team that is equipped to succeed in today’s complex and competitive sales landscape.
Transform your sales team with a smart CRM!
Salesmate helps you close deals faster, automate daily tasks, and track every customer interaction in one place.
Comparison to other sales methodologies
The challenger sales methodology is distinct from other sales methodologies in several key ways. Here are a few comparisons:
1. Solution selling
Solution selling involves identifying a customer’s problem and offering a solution to address it.
The challenger sales methodology takes a more proactive approach, challenging the customer’s assumptions and introducing new ideas and insights.
2. Consultative selling
Consultative selling involves working closely with the customer to understand their needs and develop a solution that meets those needs.
The challenger sales methodology is more assertive and challenging, pushing the customer to think differently about their problems and opportunities.
3. SPIN Selling
SPIN selling involves asking questions to understand the customer’s situation, problem, implications, and needs.
The challenger sales methodology is more focused on teaching and challenging the customer, rather than simply asking questions.
Overall, the challenger sales methodology is a unique and effective approach that can help sales reps succeed in complex and competitive sales environments.
Turning non-challengers into challengers
Not all sales reps are naturally challengers, but with the right training and coaching, they can develop the skills and behaviors needed to succeed in this role.
Here are a few tips for turning non-challengers into challengers:
- Coaching: Provide regular coaching and feedback to help sales reps develop their skills and build their confidence.
- Training: Invest in training programs that teach sales reps how to challenge and teach customers, and how to develop a deep understanding of the customer’s business and industry.
- Role-playing: Use role-playing exercises to help sales reps practice their skills and build their confidence in challenging and teaching customers.
- Accountability: Hold sales reps accountable for their results and provide regular feedback and coaching to help them stay on track.
By providing the right training and coaching, sales leaders can help non-challengers develop the skills and behaviors needed to succeed in this role.
Conclusion
The challenger sales methodology represents a significant shift in how sales professionals engage with customers.
By focusing on teaching, tailoring interactions, and taking control of conversations, sales reps can drive better outcomes for both themselves and their clients.
Whether you’re new to sales or looking to refine your sales strategy, embracing structured methodologies like the challenger sales model can enhance your effectiveness in today’s complex selling environment.
By understanding and applying these principles along with practical examples provided throughout this guide, you’ll be well on your way to mastering the art of challenger selling!
As you embark on this journey into the world of challenger selling, remember that continuous learning and adaptation will be key components of your success in leveraging this powerful methodology effectively.
Key takeaways
The challenger sales methodology has emerged as a leading approach in the world of sales, particularly in the B2B sector.
Developed by Matthew Dixon and Brent Adamson in their influential book, The challenger sale, this model emphasizes teaching, tailoring, and taking control of the sales conversation.
In this guide, we will explore what the challenger sales methodology is, its core principles, practical examples to help you apply it effectively.
A well-structured sales strategy, such as the challenger sales model, is crucial for redefining traditional sales techniques by focusing on educating prospects and challenging their existing beliefs rather than merely building relationships.
What is the challenger sales methodology?
The challenger sale method is a sales strategy that emphasizes understanding the prospect's challenges and needs over discussing the product itself.
Unlike traditional sales approaches that prioritize relationship-building, the challenger sales model focuses on educating customers about their own needs and the solutions available to them.
This methodology is particularly effective in complex sales environments where buyers are overwhelmed by choices and information.
The goal is to guide prospects toward a new way of thinking about their challenges and how your solution can address them.
Key principles of the challenger sales model
The challenger sales model is built around three main principles:
Effective customer conversation plays a pivotal role in guiding customer decision-makers toward a desired mindset or action.
Implementing the challenger sales methodology in your organization
To successfully implement the challenger sales methodology, organizations should consider several steps:
Sales management plays a crucial role in this process, as collaboration between sales leaders and representatives during roleplaying exercises can enhance their understanding and application of the method.
1. Training and development
Invest in training programs that focus on developing challenger skills among your sales team. Challenger sales training is a transformative methodology that shifts sales teams from traditional relationship-building selling techniques to an approach focused on teaching and providing insights.
This includes workshops on effective communication, insight generation, and negotiation techniques.
2. Creating a knowledge base
Develop a repository of industry insights, case studies, and data that sales reps can use during conversations with prospects.
This will help them educate customers effectively while tailoring their messages. Additionally, adopting a challenger sales approach and equipping sales teams with the necessary skills and training to effectively implement this methodology is crucial.
3. Encouraging collaboration
Foster an environment where sales teams collaborate with marketing and product development teams to ensure they have access to up-to-date information and resources that can aid in teaching prospects about solutions.
Sales managers should tailor their support to ensure that sellers are motivated and engaged rather than just providing standard training.
4. Measuring success
Establish metrics to evaluate the effectiveness of your challenger approach. Track win rates, customer feedback, and overall sales performance to identify areas for improvement.
Understanding and adapting to intricate sales processes is also crucial for effectively engaging customers amid their detailed research and high expectations.
5. Continuous improvement
Encourage ongoing learning within your sales team. Regularly review successes and failures to refine strategies and adapt to changing market conditions.
Relationship builders, while excellent at developing trust and rapport, must be cautious of investing time in less promising relationships instead of focusing on high-value prospects that can lead to increased profits.
The challenger sales process
The challenger sales process involves a six-step choreography: Warmer, Reframe, Rational drowning, Emotional impact, A new way, and your solution.
The process is designed to educate and challenge customers, rather than just building relationships.
Sales reps should use the process to take control of the sales conversation and lead prospects to solutions.
In contrast, a relationship builder focuses on establishing strong, genuine connections with clients to foster loyalty and support.
While relationship builders excel in maintaining customer relationships, they may struggle with challenging customers or closing new deals compared to Challenger sales reps.
The challenger sales approach emphasizes challenging customers' thinking and reshaping their beliefs through targeted strategies.
It is crucial to equip sales teams with the necessary skills and training to effectively implement this approach, as well as to provide continuous coaching to foster a challenger mindset in sales representatives.
Want to streamlining your sales process?
Free sales tracking template from Salesmate is everything you need to get started.
What is the T-T-T process in sales?
T-T-T stands for Teach-Tailor-Take control.
First, the sales rep teaches or makes the prospect aware of a bigger problem or an idea. Something that the prospect is completely unaware of.
Secondly, the sales rep tailors his sales process for the prospect. Everything from the sales pitch to negotiation. He makes sure the discussion is about the larger problem.
Lastly, the rep takes charge of the entire conversation and offers his solution to the prospect at the right point.
Brent Adamson, an author and VP of Gartner, states that the most preferred sales rep persona is “Relationship Builder”.
This is obvious because this persona helps sales reps in building deeper bonds with prospects and customers. But, the relationship-building profile is found in only 7% of star performers.
Building deeper relationships is extremely important, but this can be achieved using the challenger sales model as well.
As a sales rep, you will find some root problems for the prospect and suggest better solutions.
I mean, that is a very strong base to build a relationship!
So, what exactly does a Challenger sales rep do?
A challenger sales rep will disrupt the current ideology of the prospect for a good cause.
Not to manipulate the prospect into buying his product, but to show them the mirror. A mirror that shows the actual-bigger problem that they are missing.
It’s like; you’re facing a continuous pain in your lower back and you keep popping pills for it.
A challenger sales rep will show you that your back pain is actually caused by the sitting posture. Then, he will pitch a perfect chair that can solve your problem.
In order to burst the bubble, you have to understand the prospect’s business from the core and deduce the base problem. I believe this attitude of disruption comes from great practice.
The next step is to come up with a tailored sales pitch and negotiation tactics. Everything from this point is purely dedicated to making the prospect understand the problem.
When the prospect understands the negative impacts of this problem – that’s your win!
The third and the last step is to take charge of the conversation and offer your solution.
A lot of sales reps put so much effort into being a good guy that they can’t pitch the product at the right moment. And that’s what makes the star sales reps stand out from the pack.
Here’s a short communication that can help you understand the challenger sale methodology better:
Ryan: Hello, am I talking to Mr. Jim from Visible Inc.?
Jim: Yes, this is Jim. How can I help you?
Ryan: Hey Jim, I’m Ryan from Salesmate. Yesterday you signed up for our free trial. I would like to know more about your business, so I can help you with our solution. Can we talk for 2 minutes?
Jim: Ohh, yes. Definitely.
Ryan: So, are you currently using any other CRM or Salesmate is the first one you are trying?
Jim: We are using ABC at the moment, but a lot of our deals are left unanswered and we miss a lot of business opportunities. We need something to manage our leads in a better way.
Ryan: May I know how many members are there in your sales team?
Jim: We have 7 sales reps and a team lead. All 8 reach out to the prospects every day.
Ryan: I think you have a fairly strong team in terms of numbers. Your problems seem more about the communication gap among sales members, rather than managing the deals.
Jim: We use a chat software for our internal use. How can that be a communication problem?
Ryan: I think the team members are not aware of the status of deals. They don’t know the progress, they don’t know whether someone has replied to the prospect or not. I think a feature like Team Inbox can be a great solution to your problem.
Jim: What exactly does Team Inbox do?
Ryan: It’s like a group inbox where every assigned member gets a notification when the prospect replies. Of course, every deal shows you the level of importance. So, any of your teammates can read the previous conversation and respond accordingly. Just to make sure the prospect doesn’t have to wait.
Jim: Well. That sounds very helpful.
Ryan: In that case, Salesmate can be the best CRM software for your business…
Just like that, you can find out the root problem and suggest the best possible solution that your product can deliver.
Challenger sales model examples
To better understand how to apply this methodology, consider these examples:
1. Technology sales
A software salesperson might begin by discussing common inefficiencies in a prospect’s current system (Warm-Up).
They could then introduce data showing how these inefficiencies lead to lost revenue (Rational Drowning) before presenting their software as a tailored solution that streamlines operations (Your Solution).
2. Financial services
A financial advisor could challenge a client’s assumptions about investment strategies by presenting market trends they hadn’t considered (Reframe).
They might share stories of clients who successfully navigated similar challenges using innovative strategies (Emotional Impact).
3. Healthcare solutions
A medical device salesperson may start by highlighting industry shifts due to regulatory changes (Warm-Up) and then present statistics on how non-compliance could affect patient care (Rational Drowning).
They would follow up by discussing how their device meets new standards effectively (Your Solution).
Benefits of adopting the challenger sales methodology
Implementing the challenger sales methodology offers several advantages:
Additionally, the quality of the sales experience significantly influences customer loyalty, as effective sellers can build lasting relationships by respecting customers' knowledge and providing valuable insights.
Building a high-performing sales team
Building a high-performing sales team requires a combination of effective sales strategies, strong leadership, and a culture of continuous learning and improvement.
Here are some key factors to consider when building a high-performing sales team:
By focusing on these key factors, sales leaders can build a high-performing sales team that is equipped to succeed in today’s complex and competitive sales landscape.
Transform your sales team with a smart CRM!
Salesmate helps you close deals faster, automate daily tasks, and track every customer interaction in one place.
Comparison to other sales methodologies
The challenger sales methodology is distinct from other sales methodologies in several key ways. Here are a few comparisons:
1. Solution selling
Solution selling involves identifying a customer’s problem and offering a solution to address it.
The challenger sales methodology takes a more proactive approach, challenging the customer’s assumptions and introducing new ideas and insights.
2. Consultative selling
Consultative selling involves working closely with the customer to understand their needs and develop a solution that meets those needs.
The challenger sales methodology is more assertive and challenging, pushing the customer to think differently about their problems and opportunities.
3. SPIN Selling
SPIN selling involves asking questions to understand the customer’s situation, problem, implications, and needs.
The challenger sales methodology is more focused on teaching and challenging the customer, rather than simply asking questions.
Overall, the challenger sales methodology is a unique and effective approach that can help sales reps succeed in complex and competitive sales environments.
Turning non-challengers into challengers
Not all sales reps are naturally challengers, but with the right training and coaching, they can develop the skills and behaviors needed to succeed in this role.
Here are a few tips for turning non-challengers into challengers:
By providing the right training and coaching, sales leaders can help non-challengers develop the skills and behaviors needed to succeed in this role.
Conclusion
The challenger sales methodology represents a significant shift in how sales professionals engage with customers.
By focusing on teaching, tailoring interactions, and taking control of conversations, sales reps can drive better outcomes for both themselves and their clients.
Whether you’re new to sales or looking to refine your sales strategy, embracing structured methodologies like the challenger sales model can enhance your effectiveness in today’s complex selling environment.
By understanding and applying these principles along with practical examples provided throughout this guide, you’ll be well on your way to mastering the art of challenger selling!
As you embark on this journey into the world of challenger selling, remember that continuous learning and adaptation will be key components of your success in leveraging this powerful methodology effectively.
Frequently asked questions
1. What makes the challenger sales methodology different from traditional sales approaches?
The primary difference lies in its focus on challenging customer assumptions rather than merely building rapport. Traditional approaches often prioritize relationship-building over providing insights that drive change.
2. Can anyone become a challenger salesperson?
Yes! While some individuals may naturally possess traits suited for this approach, many skills associated with being a successful challenger can be taught through training and practice.
3. How do I know if my team is ready for the challenger sales methodology?
Evaluate your team's willingness to embrace change and learn new techniques. If they are open-minded and eager to develop their skills further, they are likely ready for this approach.
4. What industries benefit most from implementing the challenger sales model?
The model is particularly effective in complex B2B environments such as technology, healthcare, financial services, and any sector where buyers face significant choices or challenges.
5. How long does it take to see the results from implementing this methodology?
Results can vary based on factors such as team readiness and market conditions; however, many organizations report noticeable improvements within six months after fully adopting the approach.
Suprabhat Biyani
Electronics Engineer turned an SEO specialist, Suprabhat has a proven track record in delivering consistent profit growth for the business website through high-quality traffic and leads. Risk taker and Adventurer guy who is living his dream. Loves cricket and badminton.