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

Scott A. Inks, Ramon A. Avila and George Talbert

Journal of Global Scholars of Marketing Science, 2019, vol. 29, issue 1, 88-98

Abstract: Introduced in 2012, the Challenger Sale has become one of the 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.

Date: 2019
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DOI: 10.1080/21639159.2018.1552527

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