One of the key principles that underpin the Challenger Selling mind-set is the idea that your marketing messages - and your sales conversations - need to lead towards your solution rather than with your solution.
The obvious conclusion is that both your marketing messages and your sales conversations need to “sell the problem before you sell your solution” - it’s a matter of leading the prospect through the critical sequence: Why change? - Why now? - Why us?
Suppressing the itch to pitch
Sales people (and marketers) often get this intellectually, but then stumble when putting it into practice. They manage to get the customer engaged in wanting to address an...