In today's world, listening often begins long before a first interaction with a prospective customer – particularly when that prospect is a senior executive. And we quickly realized that the approach didn’t conflict with listening to customers but, in fact, it reinforced it while re-framing pre-conceived notions of how listening works in the sales process. We followed the directions in the book to develop an initial “Challenger Training Deck”. So … being an analytically minded bunch … we put it to the test. Some were warmer to it, but many others rejected any notion that a rep should do more talking than listening in an initial conversation. I posed a question to a LinkedIn sales group – asking what they thought about the concept. So … being a social collaboration bunch … we asked LinkedIn! The book suggested that, in many cases, the first interaction with a prospective buyer might be to take control of the conversation and train the prospect rather than listening to them. But The Challenger Sale seemed to contradict this. In our view, building relationships always started with listening (the “L” in LUCK).
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Many years before reading the book, we had developed The LUCK Principle(TM) based on what we had learned about business relationships (with customers, employees and leaders). The Role of Listening in The Challenger Sale Process
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THE CHALLENGER SALE COURSES DOWNLOAD
In the process, we developed a template that we use to develop our own Challenger Sale presentations - you can download it using the link at the end of this article.
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After reading The Challenger Sale some of my concepts about sales were … challenged.īut after reading, discussing, researching and trying, I am now a believer.