My journey tells me there is a time to be the likeable relationship builder and a time to be the assertive, confident Challenger.

But data aside the thesis does resonate with my own experience over 20 years. There are lies, damned lies and statistics as Twain and Disraeli said (take your pick) and Dixon & Adamson have a book called The Challenger Sale, so it would be surprising if the data did not support their hypothesis. Yet they have no work, or lots of low value work.

The conclusion that Challengers win by far the most business and Relationship Builders by far the least however, had me ignoring the sweet ‘n salty popcorn and ordering the book when my 4G kicked back in, because I know many professionals who are as nice as ninepence, well networked, scrub up smashing and seem set fair. Their respective strengths are: likeability and empathy reliability and focus on detail instinct and super confidence push back and lover of debate self-motivation and persistence.Įvery trait is important for sales, to be sure. There are five sales types: Relationship Builder, Problem Solver, Lone Wolf, Challenger, Hard Worker. Much of the narrative never distracted me from my spicy tomato juice. I first read about The Challenger Sale on a BA flight to London.

The challenger sale lone wolf