How important are relationships in sales?

Intuition tells you that relations are key and it is mostly right. However recent studies show that our intuition doesn’t always tell us the right answers. The comparison of two salesman profiles: Relationship Builder and Challenger showed that in the sale of highly complex offers, Chalenger’s advantage, measured by sales results, is tenfold. Relationships continued to matter, but their importance has declined significantly in recent years. A Challenger salesperson, not afraid to throw the customer out of the comfort zone, at the same time able to show a unique perspective, knowing the sources of the customer’s value, openly talking about remuneration, this is what we need in sales today. Can you learn to be a Challenger. You can, but it’s easy to say – harder to do.