Three questions sales leaders frequently ask prompted the research leading to Challenger:
1. What sets the best sales reps apart in a complex sales environment?
2. How do you replicate winning sales behaviors?
3. How do you create a differentiated sales experience?
We studied thousands of customers and sales professionals around the world, spanning every major industry, geography and go-to-market model, and discovered that classic relationship building is a losing approach in today’s complex business-to-business sales.
Instead, challenging customer thinking and teaching customers new insights are key.