![]() When we think of sales, we often only consider sharp-tongued salesmen convincing customers to whip out their credit card. Instead of selling through persuasion, they sell through teaching. The authors have instead utilised research to create a new kind of salesperson: The Challenger. Slick salespeople using this tactic tend to breed mistrust. The old sales adage of “Always Be Closing” has been popularised across the industry, but it’s actually not the most effective method.
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