- #The challenger sale by matthew dixon and brent adamson how to
- #The challenger sale by matthew dixon and brent adamson drivers
The Challenger is defined by three major abilities: teach, tailor, and take control (more on this in a minute). Unlike the Relationship Builder, the Challenger welcomes what Adamson and Dixon call “constructive tension.” In fact, they go out of their way to build and sustain tension as part of their strategy. The Lone Wolf is extremely self-confident and relies on their instincts to close deals. They don’t necessarily adhere to company rules or culture, or prescribed training. ‘This type of salesperson works independently from the rest of the team. They uphold their commitments and are masters of the follow-up. The Problem Solver is reliable, detail-oriented, and trustworthy. Some of their hard work seemed to be for naught.
#The challenger sale by matthew dixon and brent adamson drivers
Although the Hard Worker demonstrated outstanding effort, they didn’t always pay enough attention to customer drivers and other nuances that move the needle in sales. This eagerness wasn’t shown to always be productive, though. The Hard Worker is self-explanatory: they show up early, leave late, and always go the extra mile. Their ultimate goal is customer loyalty via strong relationships. They dislike tension and aim to diffuse it whenever it arises. The Relationship BuilderĪs its moniker implies, this type of salesperson strives to create strong, warm relationships with prospects. They called this type of salesperson “The Challenger.”īut before we get into the nitty-gritty of the results, let’s take a more careful look at the five different types of salespeople that the researchers discovered.
#The challenger sale by matthew dixon and brent adamson how to
Instead, the salespeople that Adamson and Dixon found to be most successful were the ones who knew how to (appropriately) challenge their prospects. The results of The Challenger Sale demonstrated that there simply isn’t enough time to stick with this approach even the best sales reps will lose valuable, high-quality leads by relying on relationships alone. In other words, sellers now have only about 40% of the buyer’s journey available to them in order to connect with prospects, build trust, and overcome objections.
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In fact, a Gartner study showed that customers are already 57% of the way down the purchase path before they consider engaging with the sales force. The sales experience, they explain, has been revolutionized by digital marketing and sales everything we knew about sales from the last half-century of experience has been entirely flipped on its head.Ĭonsumers today prefer to do the majority of buying research on their own. Hypothesis:Īdamson and Dixon break down their hypothesis for why the results turned out the way they did in The Challenger Sale. In fact, the Relationship Builder type of salesperson performed extremely poorly overall, coming in dead last in the rankings of top-performing salespeople. The results of their research found that, although “relationship-building” is often touted as the most important aspect of a salesperson’s job, the Relationship Builders were not as successful as some of the other seller types they discovered.
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What they found surprised them (and just about everybody in the rest of the sales world).ĭixon’s and Adamson’s research uncovered five primary types of salespeople: the Relationship Builder, the Hard Worker, the Problem Solver, the Lone Wolf, and the Challenger. In order to write The Challenger Sale: Taking Control of the Customer Conversation, Adamson and Dixon studied thousands of sales reps across a variety of industries and geographies.
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