The Modern Relational Sales Approach

In the book The Challenger Sale, the relationship salesperson scored poorly. What most readers didn’t realize was that the Challenger’s second-highest score after “challenge” was “relationship.” This should not surprise anyone in B2B sales. A relational sales approach was built on spending time with your clients and developing a high level of personal rapport. Much of the time, the relational approach is pursued by conflict-averse salespeople.

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