But the authors of the book argued that this approach was actually the worst way to sell. They claimed that the most successful salespeople were those who took a challenger approach - who challenged their customers' assumptions, taught them new ideas, and showed them a new perspective.
And in the end, Ryan won the deal. The retailer signed a contract for his software, and Ryan finally felt like he was on track to meet his sales targets. the challenger sale pdf 2
But now, he knew that the key to success was to take a challenger approach. To challenge his customers' assumptions, to teach them new ideas, and to show them a new perspective. But the authors of the book argued that
Over the next few weeks, Ryan worked with the retailer to develop a customized solution that would help them use data analytics to drive their business. He challenged their assumptions and pushed them to think differently about their business. The retailer signed a contract for his software,
As Ryan looked back on his experience, he realized that he had been doing sales all wrong. He had been focused on the wrong things - on building relationships and pushing products.