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The evolution of the sales process: Relationship selling versus “the Challenger Sale”

Scott A. Inks|Ramon A. Avila|George Talbert
한국마케팅과학회 (Korean Scholars of Marketing Science)|2019.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제29권 제1호|pp. 88-98|DOI https://doi.org/10.1080/21639159.2018.1552527

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키워드

sales educationRelationship sellingChallenger saleproblemsolving sellingtrust-based selling关系销售挑战式销售解决问题型销售给予信 任型销售销售教育
주제분류경영학

초록

most talked about approaches to selling since SPIN Selling was introduced in the 1980s. In particular, the authors of the Challenger Sale generated substantial controversy when they presented findings that seemed to conclude relationship selling is relatively ineffective. This paper presents a brief review of various approaches to selling (including the Challenger Sale) along with criticisms of the Challenger approach. The paper also compares and contrasts Relationship selling with the Challenger approach and offers recommendations for sales educators and trainers.

Abstract

most talked about approaches to selling since SPIN Selling was introduced in the 1980s. In particular, the authors of the Challenger Sale generated substantial controversy when they presented findings that seemed to conclude relationship selling is relatively ineffective. This paper presents a brief review of various approaches to selling (including the Challenger Sale) along with criticisms of the Challenger approach. The paper also compares and contrasts Relationship selling with the Challenger approach and offers recommendations for sales educators and trainers.

참고문헌 (30)

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