The secret to sales success: don't just build relationships with customers. Challenge them • What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them • Matthew Dixon, Brent Adamson, and their colleagues at CEB have studied what determines the performance of thousands of sales reps worldwide. And what they discovered may be the biggest shock to conventional sales wisdom in decades • The Challenger Sale argues that classic relationship building is a losing approach. Every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one - the Challenger - delivers consistently high performance
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