The Challenger Sale: Taking Control of the Customer Conversation by Dixon Matthew & Adamson Brent

Author:Dixon, Matthew & Adamson, Brent [Dixon, Matthew]
Language: eng
Format: mobi
Publisher: Penguin Group
Published: 2011-11-09T16:00:00+00:00

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TAILORING FOR RESONANCE

WHY DOES THIS idea of tailoring show up in the data as one of the defining attributes of the Challenger rep? We believe this has to do with the increase in consensus buying (i.e., the need to have the broader organization on board before moving ahead with a purchase) that’s arisen as a reaction to the push to sell more complex solutions to customers. The data bears this out and suggests that this isn’t just reps complaining, it’s the new reality of solution selling. Yes, the recent financial crisis and economic downturn exacerbated customer risk aversion, but the increase in consensus requirements is a trend we were tracking long before the downturn.

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