The Challenger Sale

Резюме книги

Matthew Dixon is the executive director at CEB, the world’s leading member-based consulting company. Brent Adamson is the firm’s managing director and chief storyteller.

Successful sales today involve providing a personalized solution to meet the particular issue of your client. The most effective approach is to acquire valuable information about your client’s field, customize it for each decision-maker and guide the conversation from start to finish. Essentially, you must become a challenger! When preparing for an instructive discussion, pay attention to the distinct features of your product that others may overlook. Avoid focusing on appealing characteristics or services, or aspects that make your solution seem “good,” traditionally speaking. Instead, concentrate on a specific attribute that you believe is unique but not fully recognized by others. Once you identify these attributes, try to understand why others may not value them as much as you do. Ask yourself: Is there a way to present these qualities to the customer in a different light to demonstrate their significance and uniqueness?

Чтобы прочитать остальную часть книги, скачайте Bitely