Built The Challenger Customer.

Transcript context

…Is there an example you could share of a Challenger sale type of sale? Yeah, we wrote a sequel to The Challenger Sale called The Challenger Customer. In that book, we talk about a case from a company called Dentsply. Dentsply, as the name would suggest, manufactures or produces dental supplies, right? They sell equipment and product into dental practices and dental offices. Years ago, Dentsply had developed, we all know, I think your listeners can all relate to this, when you go to the dentist and the hygienist is polishing your teeth or they're using the water pick, or unfortunately, maybe the dentist is using the drill. That wand has a very heavy power cord that's attached to it and it's attached to this power base and that it feeds water through there and electrical current and all those things. Dentsply had developed the world's first lightweight, ergonomic, cordless wand that drill bits could be attached to cleaning, implements, et cetera and it was a total breakthrough. Actually, when they unveiled it was pretty interesting, they gave, you remember the scene in Pulp Fiction where they opened the briefcase and then it emanates like a light emits from it. They gave all their salespeople like this little aluminum briefcase thing with this eggshell foam and a wand in there. I can't remember what it's called. Let's call it the XP-9000 Wand, but it had one demo wand in there and they would go around to dental offices and be like, "Ah." It was lit, literally, it had blue lighting inside... Wow.…

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