The Challenger Customer Download Ebook PDF Epub Online

Author : Brent Adamson
Matthew Dixon
Publisher : Portfolio
Release : 2015
Page : 268
Category : Business & Economics
ISBN 13 : 1591848156
Description :


Four years ago, the bestselling authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now their latest research reveals something even more surprising: Being a Challenger seller isn't enough. Your success or failure also depends on who you challenge. Picture your ideal customer: friendly, eager to meet, ready to coach you through the sale and champion your products and services across the organization. It turns out that's the last person you need. Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. That's simply human nature; it's much easier to build a relationship with someone who always makes time for you, engages with your content, and listens attentively. But according to brand-new CEB research--based on data from thousands of B2B marketers, sellers, and buyers around the world--the highest-performing teams focus their time on potential customers who are far more skeptical, far less interested in meeting, and ultimately agnostic as to who wins the deal. How could this be? The authors of The Challenger Customer reveal that high-performing B2B teams grasp something that their average-performing peers don't: Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson's inability to get an individual stakeholder to agree to a solution. More often it's that the stakeholders inside the company can't even agree with one another about what the problem is. It turns out only a very specific type of customer stakeholder has the credibility, persuasive skill, and will to effectively challenge his or her colleagues to pursue anything more ambitious than the status quo. These customers get deals to the finish line far more often than friendlier stakeholders who seem so receptive at first. In other words, Challenger sellers do best when they target Challenger customers. The Challenger Customer unveils research-based tools that will help you distinguish the "Talkers" from the "Mobilizers" in any organization. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organization.


Author : Matthew Dixon
Brent Adamson
Publisher : Penguin
Release : 2011-11-10
Page : 240
Category : Business & Economics
ISBN 13 : 1101545895
Description :


What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them. The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades. Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance. Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale. The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.


Author : Matthew Dixon
Brent Adamson
Publisher : Penguin
Release : 2011
Page : 221
Category : Business & Economics
ISBN 13 : 1591844355
Description :


Profiling five distinct sales representative styles while arguing that one consistently outperforms the others, a guide based on a quantitative study of thousands of sales reps in various industries demonstrates how to achieve customer loyalty by delivering a distinctive purchase experience.


Author : Matthew Dixon
Nick Toman
Publisher : Penguin
Release : 2013-09-12
Page : 256
Category : Business & Economics
ISBN 13 : 0698137582
Description :


Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong? In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality: Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service. If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees? The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver. The rewards are there for the taking, and the pathway to achieving them is now clearly marked.


Author : Brent Adamson
Matthew Dixon
Publisher : Createspace Independent Publishing Platform
Release : 2017-07-14
Page : 120
Category :
ISBN 13 : 9781548845216
Description :


Happy customers are repeat customers. In Customer Success for C# Developers, author Ed Freitas frames software developers as an essential part of providing exemplary customer service, whether they're part of helpdesk staff or experienced team leaders. By looking at how traditional helpdesks are oriented and the resulting behaviors, Freitas proposes a different approach that transforms customer support from a required, yet often neglected department, to one that can generate recurring and new business for your company. Along the way, Freitas demonstrates how incident management can be handled within the applications you deliver, discusses how to convert customers into company evangelists, and examines different tools that can be used for troubleshooting customer issues. This updated and expanded second edition of Book provides a user-friendly introduction to the subject, Taking a clear structural framework, it guides the reader through the subject's core elements. A flowing writing style combines with the use of illustrations and diagrams throughout the text to ensure the reader understands even the most complex of concepts. This succinct and enlightening overview is a required reading for all those interested in the subject . We hope you find this book useful in shaping your future career & Business.


Author : Neil Rackham
Publisher : Routledge
Release : 2020-04-28
Page : 256
Category : Business & Economics
ISBN 13 : 1000154572
Description :


True or false? In selling high-value products or services: 'closing' increases your chance of success; it is essential to describe the benefits of your product or service to the customer; objection handling is an important skill; open questions are more effective than closed questions. All false, says this provocative book. Neil Rackham and his team studied more than 35,000 sales calls made by 10,000 sales people in 23 countries over 12 years. Their findings revealed that many of the methods developed for selling low-value goods just don‘t work for major sales. Rackham went on to introduce his SPIN-Selling method. SPIN describes the whole selling process: Situation questions Problem questions Implication questions Need-payoff questions SPIN-Selling provides you with a set of simple and practical techniques which have been tried in many of today‘s leading companies with dramatic improvements to their sales performance.


Author : Melissa Perri
Publisher : O'Reilly Media
Release : 2018-11-01
Page : 200
Category : Business & Economics
ISBN 13 : 1491973765
Description :


To stay competitive in today’s market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the "build trap," cranking out features to meet their schedule rather than the customer’s needs. In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You’ll learn product management principles that can be applied to any organization, big or small. In five parts, this book explores: Why organizations ship features rather than cultivate the value those features represent How to set up a product organization that scales How product strategy connects a company’s vision and economic outcomes back to the product activities How to identify and pursue the right opportunities for producing value through an iterative product framework How to build a culture focused on successful outcomes over outputs


Author : Mike Schultz
John E. Doerr
Publisher : John Wiley & Sons
Release : 2014-04-30
Page : 256
Category : Business & Economics
ISBN 13 : 1118875060
Description :


What do winners of major sales do differently than the sellerswho almost won, but ultimately came in second place? Mike Schultz and John Doerr, bestselling authors andworld-renowned sales experts, set out to find the answer. Theystudied more than 700 business-to-business purchases made by buyerswho represented a total of $3.1 billion in annual purchasing power.When they compared the winners to the second-place finishers, theyfound surprising results. Not only do sales winners sell differently, they sellradically differently, than the second-place finishers. In recent years, buyers have increasingly seen products andservices as replaceable. You might think this would meanthat the sale goes to the lowest bidder. Not true! A new breed ofseller—the insight seller—is winning the sale withstrong prices and margins even in the face of increasingcompetition and commoditization. In Insight Selling, Schultz and Doerr share thesurprising results of their research on what sales winners dodifferently, and outline exactly what you need to do to transformyourself and your team into insight sellers. They introduce asimple three-level model based on what buyers say tip the scales infavor of the winners: Level 1 "Connect." Winners connect the dots betweencustomer needs and company solutions, while also connecting withbuyers as people. Level 2 "Convince." Winners convince buyers that they canachieve maximum return, that the risks are acceptable, and that theseller is the best choice among all options. Level 3 "Collaborate." Winners collaborate with buyers bybringing new ideas to the table, delivering new ideas and insights,and working with buyers as a team. They also found that much of the popular and current advicegiven to sellers can damage sales results. Insight Sellingis both a strategic and tactical guide that will separate the goodadvice from the bad, and teach you how to put the three levels ofselling to work to inspire buyers, influence their agendas, andmaximize value. If you want to find yourself and your team in thewinner's circle more often, this book is a must-read.


Author : Mike Brooks
Publisher : John Wiley & Sons
Release : 2017-06-26
Page : 304
Category : Business & Economics
ISBN 13 : 1119418070
Description :


Start closing sales like top producers! Have you ever found yourself at a loss for what to say when the gatekeeper asks you what your call is about? Have your palms ever sweated when the decision maker shuts you down with: “I wouldn’t be interested”? Has your heart taken a fast dive into your stomach when, at the start of your presentation, your prospect tells you that they’ve thought about it and are just going to pass? If you’re in sales, then the question isn’t “Have you ever felt this way?”, but rather, “How often do you feel this way? Are you finally ready to learn how to confidently and effectively overcome these objections, stalls, and blow-offs? If so, Power Phone Scripts was written for you! Unlike other books on sales that tell you what you should do (like build value – hard to do when the prospect is hanging up on you!), Power Phone Scripts provides word-for-word scripts, phrases, questions, and comebacks that you can use on your very next call. Learn to overcome resistance, get through to the decision maker, and then, once you have him or her on the phone, make an instant connection and earn the right to have a meaningful conversation. You’ll be equipped with proven questions, conversation starters, and techniques to learn whether or not they are even right for your product or service, and, if they aren’t, who else in their company or another department might be. Power Phone Scripts is the sales manual you’ve been looking for: over 500 proven, current, and non-salesy phrases, rebuttals, questions, and conversation openers that will instantly make you sound more confident – just like the top producing sales pros do right now. Gone will be your call reluctance; gone will be your fear of calling prospects back for presentations and demos; gone will be the fear of asking for the sale at the end of your pitch! This practical guide is filled with effective scripts for prospecting, emailing, voice mails, closes, and tons of rebuttals to recurring objections you get like: “It costs too much” “We already have a vendor for that” “I’m going to need to think about it” “I need to talk to the boss or committee” and so many others… More than just phone scripts, this book provides practical, comprehensive guidance that every inside sales rep needs. Conquer concerns, provide answers, motivate action, and be the conduit between your prospect’s problems and your solution. Actionable, fun, and designed to work within the current sales environment, this invaluable guide is your ticket to the top of the leader board. With Power Phone Scripts, you will never be at a loss of what to say to a prospect or client. Communication is everything in sales, and being on top of your game is no longer enough when top producers are playing a different game altogether. You cannot achieve winning stats if you're not even on the field. If you're ready to join the big league, Power Phone Scripts is the playbook you need to win at inside sales.


Author : David Priemer
Publisher : Page Two Books
Release : 2020-04-07
Page : 288
Category :
ISBN 13 : 9781989603208
Description :


When was the last time you enjoyed talking to a salesperson? While a Vice President at Salesforce, David Priemer had an epiphany: the very sales tactics his team was using were not working on him. While the company--and his entire profession--was acting with more than enough gusto, they lacked emotional awareness and empathy. Put simply: they were not selling the way they buy. The truth is that, as buyers, we're not often aware of the pathways and mechanisms by which we make purchasing decisions, and customers aren't always sure about what they want or need. In Sell the Way You Buy, Priemer reveals scientifically supported methods of understanding your customer, identifying their needs, and moving them toward the right solution, all while avoiding the behaviors that make the average person dislike salespeople. Sell the Way You Buy is about much more than putting yourself in the customer's shoes. It's about learning how to ask questions, how to listen, how to tell a compelling brand story, and how to talk to customers in a human way that truly connects. In short: to sell the way you buy.


Author : Scott Brinker
Publisher : John Wiley & Sons
Release : 2016-03-02
Page : 288
Category : Business & Economics
ISBN 13 : 1119183235
Description :


Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.


Author : The Mindset Warrior
Publisher : K.P.
Release : 101
Page :
Category : Study Aids
ISBN 13 :
Description :


An Easy to Digest Summary Guide... ★☆BONUS MATERIAL AVAILABLE INSIDE★☆ The Mindset Warrior Summary Guides, provides you with a unique summarized version of the core information contained in the full book, and the essentials you need in order to fully comprehend and apply. Maybe you've read the original book but would like a reminder of the information? ✅ Maybe you haven't read the book, but want a short summary to save time? ✅ Maybe you'd just like a summarized version to refer to in the future? ✅ In any case, The Mindset Warrior Summary Guides can provide you with just that. Lets get Started. Download Your Book Today.. NOTE: To Purchase the "The Challenger Sale"(full book); which this is not, simply type in the name of the book in the search bar of your bookstore.


Author : Sumoreads
Publisher : Createspace Independent Publishing Platform
Release : 2017-07-03
Page : 24
Category :
ISBN 13 : 9781548512965
Description :


PLEASE NOTE: This is a summary, analysis and review of the book and not the original book. Matthew Dixon and Brent Adamson's insightful book, The Challenger Sale: Taking Control of the Customer Conversation offers the results of their research on thousands of sales reps and the best way to sell. This SUMOREADS Summary & Analysis offers supplementary material to "The Challenger Sale" to help you distill the key takeaways, review the book's content, and further understand the writing style and overall themes from an editorial perspective. Whether you'd like to deepen your understanding, refresh your memory, or simply decide whether or not this book is for you, SUMOREADS Summary & Analysis is here to help. Absorb everything you need to know in under 20 minutes! What does this SUMOREADS Summary & Analysis Include? Executive Summary of the original book Editorial Review Key takeaways & analysis of each section A short bio of the the authors Original Book Summary Overview In "The Challenger Sale," Dixon and Adamson dig through mountains of research on thousands of sales reps to find what makes some reps exceptional performers in a complex sales environment. Their findings are conclusive: the best sales reps challenge customers to think differently about their business and push them to act on needs they didn't know they had. Packed with proven insights and practical guidelines for implementing the Challenger Sales Model, this book is the harbinger of a sales revolution that is long overdue. "The Challenger Sale" is a must-read for any salesperson, team leader, or senior executive. BEFORE YOU BUY: The purpose of this SUMOREADS Summary & Analysis is to help you decide if it's worth the time, money and effort reading the original book (if you haven't already). SUMOREADS has pulled out the essence-but only to help you ascertain the value of the book for yourself. This analysis is meant as a supplement to, and not a replacement for, "The Challenger Sale."


Author : Scott Ingram
Allison Saget
Publisher :
Release : 2014-08-09
Page : 156
Category :
ISBN 13 : 9780990605904
Description :


""Every marketing executive who invests in events as part of their marketing mix should do themselves a favor and read this book."" -Joe Pulizzi, Founder of the Content Marketing Institute, and Host of Content Marketing World Scott Ingram has brought together some of the top ideas, and best practices from a team of modern marketing experts. Learn how to create an integrated event marketing strategy where the results look like 1+1+1=10 Peter Micciche, Certain Adding the final link in your integrated marketing chain Allison Saget, Author of The Event Marketing Handbook Get beyond event logistics and get revenue results Matt Heinz, Heinz Marketing Connect your content marketing and event marketing strategies Thom Singer, The Conference Catalyst Set the tone for connecting Mark Organ, Influitive Mobilize your advocates Tim Hayden, TTH Strategy Leverage events as "mobile moments" Frannie Danzinger, Bizo Get more value from sponsors, and win when you're the sponsor Shawn Lacagnina, Skyline Maximize your trade show investments Anita Covelli (Wehnert), ReadyTalk Incorporate webinars into your event marketing mix Brian Kardon, Lattice Engines Improve event results with predictive marketing Debbie Qaqish, The Pedowitz Group Understand your event marketing maturity and how to get to the next level


Author : Allan J. McDonald
James R. Hansen
Publisher :
Release : 2018-12
Page : 648
Category : History
ISBN 13 : 9780813066035
Description :


Originally published in hardcover in 2009.


Author : Mikael Krogerus
Roman Tschäppeler
Publisher : W. W. Norton & Company
Release : 2020-02-04
Page : 208
Category : Business & Economics
ISBN 13 : 1324001992
Description :


Mikael Krogerus and Roman Tschäppeler have tested the 44 most important communication theories and distilled them in book form, alongside clear and entertaining illustrations. Want better conversations? Ask open-ended questions that have no right or wrong answers—make your partner feel brilliant. Want better meetings? Ban smartphones, use a timer, and make everyone stand up. Want better business deals? Focus on the thing, rather than the person; on similarities, rather than differences; and on good outcomes, rather than perfect ones. Whether you want to present ideas more clearly, improve your small talk, or master the art of introspection, The Communication Book delivers, fusing theoretical knowledge and practical advice in a small but mighty package. With sections on work, the self, relationships and language, this book is indispensable for anyone who wants to improve what they say, and how they say it.


Author : Sumoreads
Publisher : Createspace Independent Publishing Platform
Release : 2018-01-29
Page : 32
Category :
ISBN 13 : 9781984175243
Description :


PLEASE NOTE: This is a summary, analysis and review of the book and not the original book. In The Challenger Customer: Selling to the Hidden Influencer who can Multiply Your Results authors Abramson, Dixon, Spenner, and Toman present a new method for sellers to see more success. They base their methods around finding a stakeholder, who will support and advocate for the purchase. This SUMOREADS Analysis offers supplementary material to The Challenger Customer to help you distill the key takeaways, review the book's content, and offers insight into the writing style and overall themes. Whether you'd like to supplement your understanding, refresh your memory, or simply decide whether or not this book is for you, FastReads Analysis is here to help. Absorb everything you need to know in less than 30 minutes. What does this SUMOREADS Analysis Include? A short synopsis of the original book Editorial Review of the writing style and content Key takeaways of the author's main points A short bio of the authors Original Book Summary Overview Abramson, Dixon, Spenner, and Toman's book The Challenger Customer: Selling to the Hidden Influencer who can Multiply Your Results examines the way that a drive towards group decision-making has demanded a change in sales tactics. Now, sellers need to bring several stakeholders together to agree to an idea. Their solution is to engage with one stakeholder (a "mobilizer") who is most likely to understand the need for the purchase and advocate for it. BEFORE YOU BUY: The purpose of this SUMOREADS Analysis is to help you decide if it's worth the time, money and effort reading the original book (if you haven't already). SUMOREADS has pulled out the essence-but only to help you ascertain the value of the book for yourself. This analysis is meant as a supplement to, and not a replacement for, the original book.


Author : Iliyana Stareva
Publisher : John Wiley & Sons
Release : 2018-04-16
Page : 192
Category : Business & Economics
ISBN 13 : 1119462274
Description :


The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without “marketing to” the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.


Author : Neil Rackham
Publisher : McGraw Hill Professional
Release : 1989-01-22
Page : 218
Category : Business & Economics
ISBN 13 : 0071708405
Description :


An Arsenal of Shrewd Tactics and Winning Strategies to Make You a Major Account Sales Success Knowing how to get to the decision maker, deal with the competition, understand buyer psychology, and service the client--these are the keys to success when you need to nail down major accounts. Now, for the first time, here's a book of practical, proven-effective strategies and tactics for the entire major account sales cycle. Based on Neil Rackham's exhaustive research, the strategies you'll find here will enable you to . . . Tailor your selling strategy to match each step in the client's decision-making process. Ensure that you won't lose your customers because you'll know the psychology of the buyer and how to respond to their doubts. Gain entry to accounts through many different windows of opportunity. Deal with competitive situations, take on bigger competitors, and win using strategies that the author's meticulous research shows are employed by the most successful salespeople. Handle negotiations, concessions on price, and term agreements skillfully and effectively. Offer the ongoing technical and maintenance support that keeps your major accounts yours. From a world-renowned sales innovator, this first-of-a-kind A-to-Z presentation of major account strategy puts sales success in your hands. Make it yours today. Read Major Account Sales Strategy.


Author : Debra Calvert
Publisher :
Release : 2014-04-15
Page :
Category :
ISBN 13 : 9780989737913
Description :


The accompanying workbook for the DISCVOER Questions(tm) Workshop for selling professionals.