Sales people need to act like personal trainers, not bartenders

In a recent article for the CEB, Andrew Kent posed the question “Are your reps bartenders or personal trainers?” It’s a great question, a wonderful analogy, and a concept that deserves a broader exposure.
Kent was contrasting the difference between traditional relationship-centred sales people and the positive role models exemplified by Matthew Dixon and Brent Adamson’s widely-acclaimed “The Challenger Sale”.
The Bartender Profile
As Kent describes it, traditional, relationship-centered sales people are like the bartender in a familiar, comfortable bar. He or she will listen appreciatively and (by and large) uncritically to your stories and commiserate with your problems. They may even offer you a bowl of complementary salted peanuts.
But at the end of they day, they know (and you may come to recognise the following morning) that they were only there to sell you another drink. And they may leave your nursing a