The Challenger Sale – Dixon, Adamson

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Overview

This book gives you the opportunity to gain theoretical knowledge of how sell something to smart people. By selling i don’t mean products, i also mean e.g. yourself. Image you want a raise – you have to sell your idea of getting more money to your boss. Why would he want to do it? What would he gain if he does it? What would he lose if doesn’t give you a raise?

Authors Matthew Dixon and Brent Adamson

Portfolio Penguin

Pages 220

Price 8,99 Euro

ISBN 978-0-670-92285-7

Quotes i liked

The Challenger Rep wins by maintaining a certain amount of constructive tension across sale.“ – p.26

Selling something to a kid, e.g. younger brother, was always an easy task. You tell how great, fun, awesome it would be if he…. You just enumerate the great things, the more, the better. It doesn’t work with adults. Adults, before they became adults, got scammed and fucked over quite a few times. That’s why they get suspicious when some is too nice, sells goods/service with prices so low that they are „too good to be true“. This is why you should apply certain amount of constructive tension and self-criticism to your sales-pitch.

The best indicator of a successful reframe isn’t excited agreement but thoughtful reflection.“ – p.60

If you tell people something they instantly agree with, because they already knew this fact, means that you are not telling them anything new. In that regard you are not delivering no value. You deliver value, or at least some food for thought, when your ideas and suggestions have a different perspective and trigger a thoughtful reflection.

[…] one of the biggest differentiators of high-performing reps is the amount of time they spend planning.“ – p.134

Like in many other fields, preparation and repetition is key to success.

[if unprepared, you will be] giving in to customer demands too early because you’re not equipped to push back in the moment. You’re not equipped to Challenge.“ – p.134

This quote enhances the importance of preparation. Selling stuff or negotiating deals is like having debates. If you don’t prepare, you won’t have any arguments to counter your opponent and you will automatically lose.

Graph:

  1. „Warmer“: Building Credibility by reading their mind
  2. „Reframe“: First reframe of unrecognized problem or need
  3. „Rational Drowning“: Intensification of the problem in degree and closeness to the customer
  4. „Emotional Impact“: Presence of the problem in the individual’s workflow, humanizing
  5. „Value Proposition – a new way“: A new framework for addressing the problem
  6. „Your Solution and Implementation map“:

– p. 66

These steps may only make sense if you’ve read the book. I’d like to place it into this article anyway since i read them many times over.

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