Salespeople as knowledge brokers: a review and critique of the challenger sales model |
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Authors: | Adam Rapp Daniel G Bachrach Nikolaos Panagopoulos Jessica Ogilvie |
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Institution: | 1. Department of Marketing, University of Alabama, Box 870225, Tuscaloosa, AL 35487, USA;2. Department of Management, University of Alabama, Box 870225, Tuscaloosa, AL 35487, USA |
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Abstract: | Over the last several years, there has been increasing interest in a new sales training approach – referred to as the Challenger Sales model – to engage customers. This approach, focusing on purposefully generating tension with customers to spark new ways of thinking, has gained traction among leading sales organizations. Although generating tension with customers has received a great deal of interest, researchers have yet to complete a systematic, in-depth examination of the Challenger model. The purpose of this article is to provide a much needed comprehensive review and critique of the approach. By conducting both an empirical and conceptual review of the framework, we offer insight into its novelty, merits and weaknesses. |
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Keywords: | Challenger Sales model sales training customer orientation solution selling salesperson knowledge insight selling |
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