Today’s salespeople achieve success in a very different fashion. In this book summary, you’ll explore research that authors Matthew Dixon and Brent Adamson have unearthed to discover today’s effective salesman: the challenger. This is a person who isn’t afraid to take control, winning sales through teaching and not through persuading. It’s a huge paradigm shift in the world of sales. In this summary of The Challenger Sale by Matthew Dixon and Brent Adamson, you’ll discover You’ll learn quickly why the challenger technique is so effective and how you or your sales staff can become challengers too.how a “challenger” salesperson embodies all the needed selling approaches.how to guide a conversation toward a sale without actually pitching a product and.why the most effective salesperson is disproportionately a “challenger” type.When you think about sales, what comes to mind? Perhaps slick, fast-talking sales reps closing deals?īut why is it that we only ever think about the sales rep, and never about the customer? In fact, the most effective sales techniques put the customer first.

It involves selling customizable products and services as a solution to a specific problem, rather than selling a “one-size-fits-all” product.įor instance, a car manufacturer wouldn’t try to sell just any car to a bakery instead, a salesman would pitch a delivery truck customized to keep fresh bread warm. In other words, the car manufacturer would sell a solution to the bakery’s concerns of delivering stale bread. So why is this approach so effective? Solution selling helps the seller differentiate himself from competitors as well as control prices. Look at it this way: The car manufacturer doesn’t have to worry that his competitors also sell a very similar kind of truck. Also, there’s no need to compete by lowering prices. After all, price is only part of the solution on offer there’s also customization. Solution selling does have its advantages.

Synopsis of the challenger sale