The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results - Softcover

Dixon, Matthew; Adamson, Brent; Spenner, Pat; Toman, Nick

Softcover

ISBN 10: 0241196566 ISBN 13: 9780241196564

Publisher: Portfolio Penguin, 2015

Synopsis

The long-awaited sequel to the bestselling sales classic The Challenger Sale

'A handbook of practices that will help you get into your customers' heads, deliver good value, and win the sale' DANIEL H. PINK, author of To Sell is Human and Drive

Four years ago, the authors behind The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now they reveal something even more surprising: the highest-performing sales teams don't focus on friendly, attentive customers. Instead, they target challenger customers.

Challenger customers are sceptical, less interested in meeting, and ultimately indifferent as to who wins the deal. But they also have the credibility, persuasive skill and will to challenge the status quo that will get a deal to the finish line far more often than customers who are easier to connect with.

Based on new CEB research from thousands of B2B marketers, sellers and buyers around the world, The Challenger Customer shows you how to find these 'mobilizers' and equip them with the tools to effectively challenge their own organizations on your behalf. This ground-breaking book is the blueprint you need to make the sale again and again.

thechallengercustomer.co.uk

About this title

Review

"I love it. This book will set the tone for years of work to come. The CEB team has just added the HOW to the WHAT that we have all been searching for since we launched into the Challenger journey. Helping your clients make buying decisions and then moving them to action, in your direction, is the HOW in this book that makes the biggest difference of all."
--MITCH LITTLE, vice president, worldwide sales and applications, Microchip Technology Inc.

"There is no sale more misunderstood (and expensively misunderstood) than the B2B sale. Here, in black and white, is an essential new way to think about it."
--SETH GODIN, author, Linchpin

"The Challenger Customer lays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. What worked in the past is clearly having diminishing returns today, and will likely lead to failure in the future."
--JOHN GRAFF, vice president, corporate marketing, National Instruments

"The authors of The Challenger Customer have done high-quality and in-depth research that maps out the road ahead for marketers. The result is a handbook of practices that will help you get into your customers' heads, deliver good value, and win the sale."
--DANIEL H. PINK, author of To Sell is Human and Drive

"This book provides evidence-based insights and practical guidance for solving one of today's most pressing commercial challenges: complex decision making within customer organizations. It clearly shows what distinguishes the best sellers and marketing organizations from the rest."
--PINDER SAHOTA, general manager, Smith & Nephew

About the Author

BRENT ADAMSON is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Challenger Sale and a frequent contributor to the Harvard Business Review.

MATTHEW DIXON is executive director of the Financial Services and Customer Contact Practices of CEB. He is a coauthor of both The Challenger Sale and The Effortless Experience and is a frequent contributor to the Harvard Business Review.

PAT SPENNER is a managing director in the Sales and Marketing Practice of CEB. He is a frequent contributor to Forbes and the Harvard Business Review.

NICK TOMAN is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Effortless Experience and is a frequent contributor to the Harvard Business Review.

CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with its advanced research methodologies and human capital analytics, CEB equips senior leaders and their teams with insight and actionable solutions to transform operations.

About this edition

• Publisher: Portfolio Penguin
• Publication date: 2015
• ISBN 10: 0241196566
• ISBN 13: 9780241196564
• Binding: Paperback
• Number of pages: 288