What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships - and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them.The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades.
Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance.Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale.
The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.
©2011 Matthew Dixon and Brent Adamson (P)2012 Gildan Media Corp
"The most important advance in selling for many years." (Neil Rackham, author of SPIN Selling)
This is a great book. I tend to prefer books that have scientific truth behind them especially behind the claims they are able to provide. This book developed that in an interesting way to give me a new perspective
This was a very painful experience.
Some books are just not meant to be listened to. Self help is a good example.
Another big problem, it was either recorded t a very fast speed or these two guys drank a lot of coffee. It was tough to keep up with.
As I listened, my mind kept drifting to more interesting topics file my grocery list and I would realize I had just missed 10 minutes.
If you feel you must digest data spewed in the form of survey results and MBA acronyms then go out and buy it in text.
This was the best sales book I have read to date (20 plus years of learning and selling).
Good listen. Found the author insights helpful in qualifying my own actions. Indeed, it doesn't hurt to let the customer know they need more education in certain areas of their business.
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