But the authors of the book argued that this approach was actually the worst way to sell. They claimed that the most successful salespeople were those who took a challenger approach - who challenged their customers' assumptions, taught them new ideas, and showed them a new perspective.

"Can I ask you something?" Ryan said, as he walked into the meeting room. "How do you think you're going to compete with Amazon and Walmart in the future? They're not just competing on price - they're competing on insights. They're using data to understand their customers in ways that you can only dream of."

Or we could also discuss what it means to be a Challenger in sales. What do you think?

One day, Ryan's manager suggested that he read "The Challenger Sale" to improve his sales skills. Ryan was skeptical at first, but he decided to give it a shot.

Over the next few weeks, Ryan worked with the retailer to develop a customized solution that would help them use data analytics to drive their business. He challenged their assumptions and pushed them to think differently about their business.

Would you like me to provide you a summary of "The Challenger Sale" book? I'd be more than happy to do so.

As he read through the book, Ryan realized that he had been doing sales all wrong. He had been taking a traditional, product-focused approach, trying to build relationships with his customers and pushing his solutions on them.