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    The Challenger Sale:: Taking Control of The Customer Conversation

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    The challenger sales model focuses on challenging customers' thinking by teaching them about novel solutions, destroying old paradigms, and providing fresh insights. Relationship building is less effective than the more assertive challenger approach. The document outlines the evolution of solution selling from individual products to tailored bundles. It defines challengers by their ability to teach, tailor solutions to customers, and take control of conversations. Star sales representatives employ challenger tactics to reach quotas when conventional approaches fail.

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    The Challenger Sale:: Taking Control of The Customer Conversation

    Uploaded by

    cambises
    1K views1 page
    The challenger sales model focuses on challenging customers' thinking by teaching them about novel solutions, destroying old paradigms, and providing fresh insights. Relationship building is less effective than the more assertive challenger approach. The document outlines the evolution of solution selling from individual products to tailored bundles. It defines challengers by their ability to teach, tailor solutions to customers, and take control of conversations. Star sales representatives employ challenger tactics to reach quotas when conventional approaches fail.

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    The challenger sales model focuses on challenging customers' thinking by teaching them about novel solutions, destroying old paradigms, and providing fresh insights. Relationship building is less effective than the more assertive challenger approach. The document outlines the evolution of solution selling from individual products to tailored bundles. It defines challengers by their ability to teach, tailor solutions to customers, and take control of conversations. Star sales representatives employ challenger tactics to reach quotas when conventional approaches fail.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1K views1 page

    The Challenger Sale:: Taking Control of The Customer Conversation

    Uploaded by

    cambises
    The challenger sales model focuses on challenging customers' thinking by teaching them about novel solutions, destroying old paradigms, and providing fresh insights. Relationship building is less effective than the more assertive challenger approach. The document outlines the evolution of solution selling from individual products to tailored bundles. It defines challengers by their ability to teach, tailor solutions to customers, and take control of conversations. Star sales representatives employ challenger tactics to reach quotas when conventional approaches fail.

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    of 1

    THE CHALLENGER SALE: Taking Control of the Customer Conversation

    by Matthew Dixon & Brent Adamson

    Overview Introduction
    The challenger sales model is a novel method of From a study performed with 6,000 respondents from
    customer interaction. Statistical data show that 90 different companies, there are 5 main types of sellers:
    relationship builders focus too much on customers
    1. The hard worker.
    and are less effective than challengers Challengers
    2. The lone wolf.
    are assertive (but not aggressive), and always aim to
    3. The reactive problem solver.
    challenge customers old ways of thinking They aim to 4. The relationship builder.
    teach customers about their novel solution, destroy the 5. The challenger.
    customer s old paradigms and provide fresh insights.
    It s not about what you sell but rather how you sell Surprisingly, the relationship builder was a less
    successful seller than the more assertive challenger.
    The real question isn’t how to stop reps from
    Chapter 1. The Evolving Journey
    being too assertive, but rather how to
    Of Solution Selling
    get them to be assertive enough.
    In the last 20 years, solution-selling has become a
    Foreword reliable and successful sales model. It shifts from selling
    Throughout the history of sales, only 3 major individual products, and moves toward selling product
    breakthroughs have been made. First, selling was bundles, which meet a wider spectrum of tailored
    bisected Producers only focus on making sales and needs. A recent study by the author concluded that 75%
    collectors look after existing customers The second of businesses sought to shift to solution-selling. Since
    breakthrough introduced in E K Strong s novel the turn of the century, customers have become less
    The Psychology of Selling, argues that selling requires a likely to take risks, and remain wary of complex selling.
    specific skill set that can be learned. Lastly, a To counteract this, you must prepare sales reps to
    breakthrough in economic research during the 1970s generate new demand, pay attention to the techniques
    discovered that small sales require entirely different of the most successful reps, and be adaptable.
    selling techniques than large sales It s been years
    Chapter 2. The Challenger (Part 1):
    since the last breakthrough it s time for a new one.
    A New Model for High Performance
    How you sell has become more important A challenger is really defined by the ability to do
    than what you sell. three things: teach, tailor, and take control.

    Most people believe that forming relationships is the When economies are distressed, conventional reps
    most crucial aspect to selling, but customers now prefer cannot reach their quotas and compete against star
    a seller who illuminates helpful, insightful, and reps. How do these star reps do it?
    innovative ideas. Good relationships are a result, not a
    1. The 5 types of reps have distinct characteristics.
    cause, of customer satisfaction. The best sellers push
    a) The hard workers believe that time and effort
    boundaries and demonstrate depth and expertise
    directly correlate with results.
    We live in an era where product innovation alone b) The relationship builders provide the best
    service possible.
    cannot be the basis for corporate success.

    kibookclub.com
    The Challenger Sale (Page 1 of 5)

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