Agency New Business: Be a Challenger

I read an interesting blog post from the Harvard Business Review (Selling Is Not About Relationships), identifying the five sales personalities and which one was the most successful.

I’ve been in sales for 10 years and during that time I’ve taken countless training sessions on relationship building.

That’s the sales type companies look for when hiring.  But according to this study, it’s the Challengers who are kicking everyone’s back side in sales.

Skills That Pay The Bills

It gives you something to really think about when you start looking at your clients.  Do clients want an agency that meets their every request?

Or would a client rather have an agency that shows them a whole new way of thinking about marketing, or their brand?

Which agency provides more value and earns its keep?  This study shows clearly that it’s the Challenger.

Being a challenger is hard.

It means you’re probably butting heads with people who are more used to dealing with Relationship Builders.

In fact, who wants to talk to a challenger who pushes them outside of their comfort zone when you could talk to Joe Relationship Builder who always gives you what you want?

So what’s the answer?

I’m not sure one study is reason enough to throw out all of your relationship management books.

But the next time you speak with one of your clients, add a bit of the Challenger element into your mix.

Suggest a new way of doing something even if you know your client won’t like it.  It’s your job as the marketing expert to provide the best counsel to your clients – not just what you know they will do.