Customers have changed how they buy and they value a great sales experience. Matt Kiel talks about how CEB wanted to identify what type of person could deliver that great sales experience. Their recent research has identified different behaviour types and five core approaches of sales people: 1. The Hard Worker 2. The Challenger 3. The Relationship-Builder 4. The Lone Wolf 5. The Problem Solver -- as the title suggests, it was found that the Challenger approach wins when it comes to performance.