The Challenger Sale: Taking Control of the Customer Conversation - (Dixon Matthew)

Whats the secret to sales success? If youre like most business leaders, youd say its fundamentally about relationships-and youd be wrong. The best salespeople dont 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