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The good news for salespeople is that Challenger reps are not only born, but they can also be made. This disparity between traditional relationship building and how challengers sell becomes even more dramatic in a complex solution sales environment where Challengers represent 54 percent of star performers and Relationship Builders barely make a mark. In contrast, those sales professionals who challenged customers thinking and offered new insights or solutions proved to be four times more likely to be a top performer and represented nearly 40 percent of all star performers in the study. In a study of more than 6,000 sales professionals, the reps who followed traditional relationship building tactics, like getting along with everyone and being generous about giving time to help others, came in dead last and represented only seven percent of all star performers in our research.
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