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.
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