Teaching for differentiation involved providing insights to their customers on industry trends, unique perspectives, compelling industry issues, potential land minds, etc. All of these actions kept the customer engaged and positioned the sales worker and his organisation as knowledgeable experts who understood their customers business. When they deconstructed what actions these sales workers were taking and found a set of actions they called Constructive Tension, challenger sales workers, taught for differentiation, took control of the sale and tailored their messages for resonance. Their finding was that the first type, The Challenger, was most successful.

They then studied these types of sales workers to understand which approach lead to the most success. In their research, authors Matthew and Brent discovered five types of sales workers, these are: The book is based on a study of an organisation and the information and advice the book provides is based on the learning's and findings from the authors research. Similar to SPIN Selling, it focused on the interactions and discussions with the customer and how to approach and nurture the relationship for success. The Challenger Sale was another great read on sales and sales tactics.

The challenger sale lone wolf