If you’ve read The Challenger Sale then you’re familiar with the book’s main premise; educating, challenging and consulting with your customer has greater benefits than selling them something. The concept isn’t exactly new but the book does a great job of breaking down how a challenger builds trust and loyalty by being more involved and engaged with those they serve.
“Your solution isn’t the subject of your teaching but the natural outgrowth of your teaching.”
You’ve heard the phrase “we’re all in sales” and we understand it’s meaning within an organization but selling is inferred in the relationship and doesn’t take anyone by surprise. The surprise comes when we’re doing more telling vs selling; when we’re challenging so that, together, we co-create a better solution that sticks.
Bringing new perspectives to get better results helps others determine what their greatest needs are, not only what they should buy.