The Challenger Sale - Taking Control of the Customer conversation
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The Challenger Sale – Taking Control of the Customer Conversation
The Challenger Sale gives sales representatives the insights, knowledge and tools to take control of the customer conversation. In contrast to popular opinion and practice, The Challenger Sale maintains, through its vast research, that the secret to sales success is not relationship selling — especially when it comes to selling large, complex, expensive B2B solutions. The most successful sales representatives challenge customers to think differently by approaching problems differently and offering unique solutions.
Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board (CEB) invested a great deal of time and energy into researching the skills, behaviors, knowledge, and attitudes correlated to high-performance sales representatives. Their findings have been a disruptive shock to selling because they are inconsistent with conventional sales wisdom. The most successful complex sales reps lead with a challenge — and relationship selling is merely a by-product.
The CEB findings are based on an exhaustive study of thousands of sales reps across multiple industries and geographies over an extended period of time. The result allows for cross tabulation – a statistical process that summarizes categorical data to create a contingency table. In short, when one drills down on a specific set of criteria, the sample size is rich enough to provide statistically relevant results that can be projected.
The Challenger Sale begins by describing three sales breakthroughs which have occurred in the last century.
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