The Challenger Sale: Taking Control of the Customer Conversation

图书标准信息

• 作者 Matthew、Brent Adamson 著
• 出版社 Penguin Group (USA) Incorporated
• 出版时间 2011-11
• ISBN 9781591844358
• 定价 214.00元
• 装帧 精装
• 开本 其他
• 纸张 其他
• 页数 240页

【内容简介】

What'sthesecrettosalessuccess?Ifyou'relikemostbusinessleaders,you'dsayit'sfundamentallyaboutrelationships-andyou'dbewrong.Thebestsalespeopledon'tjustbuildrelationshipswithcustomers.Theychallengethem.
Theneedtounderstandwhattop-performingrepsaredoingthattheiraverageperformingcolleaguesarenotdroveMatthewDixon,BrentAdamson,andtheircolleaguesatCorporateExecutiveBoardtoinvestigatetheskills,behaviors,knowledge,andattitudesthatmattermostforhighperformance.Andwhattheydiscoveredmaybethebiggestshocktoconventionalsaleswisdomindecades.
Basedonanexhaustivestudyofthousandsofsalesrepsacrossmultipleindustriesandgeographies,TheChallengerSalearguesthatclassicrelationshipbuildingisalosingapproach,especiallywhenitcomestosellingcomplex,large-scalebusiness-to-businesssolutions.Theauthors'studyfoundthateverysalesrepintheworldfallsintooneoffivedistinctprofiles,andwhileallofthesetypesofrepscandeliveraveragesalesperformance,onlyone-theChallenger-deliversconsistentlyhighperformance.
Insteadofbludgeoningcustomerswithendlessfactsandfeaturesabouttheircompanyandproducts,Challengersapproachcustomerswithuniqueinsightsabouthowtheycansaveormakemoney.Theytailortheirsalesmessagetothecustomer'sspecificneedsandobjectives.Ratherthanacquiescingtothecustomer'severydemandorobjection,theyareassertive,pushingbackwhennecessaryandtakingcontrolofthesale.
ThethingsthatmakeChallengersuniquearereplicableandteachabletotheaveragesalesrep.OnceyouunderstandhowtoidentifytheChallengersinyourorganization,youcanmodeltheirapproachandembeditthroughoutyoursalesforce.Theauthorsexplainhowalmostanyaverage-performingrep,onceequippedwiththerighttools,cansuccessfullyreframecustomers'expectationsanddeliveradistinctivepurchaseexperiencethatdriveshigherlevelsofcustomerloyaltyand,ultimately,greatergrowth.