Relationship is the magic of top B2B sales reps?

Amazing discovery: top B2B sales reps are not the “Relationship Builders” focused on developing strong personal and professional relationship, but “Challengers”.  
“Challengers” outperform all other profiles
Who are these people, and what is their magic?  
A global study of sales rep productivity involving more than 6,000 reps across nearly 100 companies in multiple industries, launched by the Sales Executive Council, give the answer: 

  • Challengers teach their customers; 
  • Challengers take control of the sale;
  • Challengers tailor their sales message to the customer. 

Every detail in this article by HBR:  
Selling Is Not About Relationships – Matthew Dixon and Brent Adamson – Harvard Business Review

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