Companies wanted to escape commoditization and price pressure, so they created solutions.Challenger reps are the highest performing type of repĬhapter 1: The Evolving Journey of Solution Selling.Create success by teaching the customer something new and controlling the conversation.Customer relationship is a consequence of a good sales effort not the cause of it.Instead, sales is about teaching the customer something that leads them to be interested in your solution and controlling the conversation by telling the customer what they need rather than asking. The Challenger Sale argues that sales is not about building relationships or discovering needs through a set of diagnostic questions.
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