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)
One novel idea. Only need to listen first chapter. Very repititious in the last half of the book
Told in far too aggressive manner and is just a new version of an old story told with different words.
I dont like reading books that can be better conveyed in a simple powerpoint presentation, supportted by a small training program. I do appreciate people who may not be well versed in sales, marketing and distribution getting some value out of this book, but to a seasoned sales person, it offered no new insights and it did not get me excited at all.
The best salespeople have always been, and always will be, those who are genuinely interested in people. Full stop. All the rest is pure common sense.
Interesting ideas and ways to think about sales process and methodology. Like the concepts. Some things I will need to lookin
Like LEAST: No/very limited (2) real examples. Spent 70% of the time selling you on what it is like to be a challenger with out showing examples. It was very frustrating.
Assumes that you get a deep understanding with out asking questions - just magically will get it all the deep understanding by comparable analysis.
I work for a F1000 enterprise software company.
Stop using the phrase in other words ~20x the phrased was used.
has potential. needs more examples.
it describes in detail the characteristics of an experienced salesperson's approach. Teach, tailor and take control are inherit of a seasoned pro. Teaching is something one is challenged to do without experience. I believe if a company decides to invest in the market research and training to bridge the gap of their new hires this book may have more application.
referencing other people's accomplishments
nothing revolutionary about this book.
It's in my top 10 sales books
The concept of leading with disruptive information rather than probing for pain and gain
Good reading style, very easy to listen to
The writing is a little frustrating. The writer seems to fall prey to a fascination with specific words such as exacerbate, notwithstanding, etc - it almost becomes grating. Still a great book.
Sincerity in Leadership. Sales Enablement and Performance. Speaker and Author. But what I realIy do is help people be the best they can be.
Good Information Nuggets
I thought the premise was a good one and they started well. They then took a road 'more traveled' as they bypassed the idea of personalities. I appreciate their proactive stance on explaining why they did this, however, it would have made the research complete and more credible had they reported on sales personality as to which may be more effective (Chapter 2). I couldn't stop thinking about that through the rest of the book, however, they did have some good nuggets of information that could be incorporated into a sales approach. Towards the end of the book, they suggested that the odds are high that an effective sales person would fall into the 'Lone Wolf' category, but it would be difficult to replicate this type of style given the definition of a 'Lone Wolf'. By all means, please read/listen to the book. I think this method is here to stay, for a while, and does contain some good points that one could put into action.
The audio version is a convenient way to read this book and grab its concepts.
The Challenger Sale builds on the concepts of Solution Selling and Value Based Selling suggesting that the selling environment has changed in the last quarter century. Indeed, rather than simply delivering a vision to the prospect's pain - teach or educate them to give them an ah-ha moment. This flips selling back to selling. "I have what you need and you don't know it."
Although the book was written in the context of complex B to B sales, I felt that it could be easily applied to other industries. For example, I am a fitness manager and am responsible for selling intangible, personal training which is a business to consumer sale of service. My previous method of selling was solution oriented where I attempted to "peel the onion" and find out the buyers deepest concerns, the why behind them, and subsequently provide the solution. The approach in this text, however, is brilliant and I have actually noticed that those how have been performing superbly within my company are implementing the a portion of the challenger model without even knowing it. I would like to see a version of this text written for the B to C sales force, nonetheless, it is not difficult to apply to said industry. By educating the consumer about problems they didn't realize they had, I have found that a sense of authority and respect is felt immediately by the buyer. This is not difficult to do in the fitness industry, as I know that a certain waist circumference can increase a person's chances of suffering from a heart attack, stroke, developing type 2 diabetes and so forth. They come in thinking that they just need to lose weight, and I educate them as to why it is so important to do so and what can happen if they don't. This model has empowered me to change more lives than ever before and I would recommend it for any industry.
The fact that makes this a truly entertaining book to listen to is that it was read (i.e. narrated) by the authors. Both of whom are excellent speakers and dynamic in their delivery of the content. Their passion shines through in their vocalization of the concepts contained within.
This book has changed the way I do business. My sales have increased to a great extent and that of my direct reports has as well.
Great examples, the sound and voice is clear..
I can book mark, and create notes....
the book is integrated with my Motorola, Android..
Great story line
No, first time
The Challenger Sale
- This book should be condensed into two or three chapters and then included in a larger book. Not that much content.
- The author mentions probably over 100 times that his firm offers consulting services. This reads more like a sales pitch than a guide to selling.
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