The recent RAIN Group Report,
purports to ‘Challenge’ The Challenger Sale.
It is based on a survey of “Buyers” talking about “Sellers”.
Paradoxically they ignore their own advice:
“Sales research methods often focus on asking sellers, sales managers, and leaders what the top performers do versus average performers. Unfortunately, people’s perceptions of what they do and what they actually do tend to be quite different.
Our research looks at sales from the buyers’ perspective. Our objective was to find the answer to the following question: What are the winners of actual sales opportunities doing differently than the sellers who come in second place?”
Their “research” ignores the very flaw which THEY highlight earlier!
Unfortunately, people’s perceptions of what they do
and what they actually do tend to be quite different.
This applies equally to both Sellers AND Buyers. The perceptions of what Buyers ‘believe’ Sellers DO will actually tend to be quite different from what Sellers actually ‘DO’! We are helped in this by having a body of research of 35,000 sales calls, carried out in 23 Countries, over a period of 12 years!
The second Paradox is using a Comparison of ‘winners’ to ‘losers’.
N. Rackham and (Dick) Ruff published this flaw in their book ‘Managing Major Sales’ in 1991.
However, the ‘flaw’ of using this approach was widely known since the early 1980’s.
Learn from Neil Rackham:
“And to not waste any time comparing Exemplar Performers (what I call Master Performers) to
Poor Performers. To Moderately Successful Performers, yes.
To see what truly ‘differentiates’ the true Masters.”
Written by Guy W. Wallace, CPT, performance-based Instructional Analyst Architect - Since 1979 and Consultant - Since 1982 [from http://eppic.biz/2013/01/04/1st-friday-favorite-guru-neil-rackham/]
RAIN Group highlight the Winner/Loser flaw by showing what they top rank in ‘winners’
“Educate with new ideas and perspectives”
compared with ‘losers’ who have this as their 42nd from the top, or bottom Rank!
With this combination of two fatal flaws in their basic research approach,
no credibility can be attached to their conclusions
which, paradoxically, they claim contradict The Challenger Sale Model.
This is a surprising claim as they state Salespeople
“can’t inspire buyers unless they ‘educate them with new ideas and perspectives’”
which sounds like a rephrasing of “Teach with Insights” to me!