In The Challenger Sale, Matthew Dixon and Brent Adamson share the
secret to sales success: don't just build relationships with
customers. Challenge them 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.
Matthew Dixon, Brent Adamson, and their colleagues at CEB have
studied the performance of thousands of sales reps worldwide. And
what they discovered may be the biggest shock to conventional sales
wisdom in decades. The Challenger Sale argues that classic
relationship-building is the wrong approach. Every sales rep in the
world falls into one of five distinct profiles, and while all of
these types of reps can deliver average performance, only one - the
Challenger - delivers consistently high performance. Instead of
bludgeoning customers with facts and features, Challengers approach
customers with insights about how they can save or make money. They
tailor their message to the customer's specific needs. They are
assertive, pushing back when necessary and taking control of the
sale. Any sales rep, once equipped with the right tools, can drive
higher levels of customer loyalty and, ultimately, greater growth.
Matthew Dixon and Brent Adamson are managing directors with CEB's
Sales Executive Council in Washington, D.C.