Welcome to the Creating Insight-Based Account Relationships video lesson meant to define insight-based selling and explain why it is so effective in helping accounts reach the partnering relationship level. This video lesson is the fifth of six in the Account Management: Establishing Lasting Partnerships video course, which teaches learners how to cultivate loyal relationships with accounts. In this lesson, viewers will learn about the five types of salespeople described in The Challenger Sale and will come to realize why salespeople can’t implement insight-based selling on their own. Ultimately, learners will understand that organizations have to create and support an insight-based selling strategy centrally for it to be effective.