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

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. 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. Here, in black and white, is an essential new way to think about it." —SETH GODIN, author, Linchpin"The Ch

The Challenger Customer unveils research-based tools that will help you distinguish the "Talkers" from the "Mobilizers" in any organization. Your success or failure also depends on who you challenge.Picture your ideal customer: friendly, eager to meet, ready to coach you through the sale and champion your products and services across the organization. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organization.. Now their latest research reveals something even more surprising: Being a Challenger seller isn’t enough. In other words, Challenger sellers do best when they target Challenger customers. Four years ago, the bestselling authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. These customers get deals to the finish line far more often than fr

Discover why so many B2B sales never happen! Douglas N. Burdett [[VIDEOID:d42b49790ee460e8945a1956f0903787]] Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results” by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman.OK, first off - if you’re familiar with the bestselling book . Nailed it. I work in software (in a role that supports sales), and we have a pretty complex value-based sale, selling into large enterprises. I'm not a sales guy, but I need to think like one and support our sales machine, and this book is invaluable. The first half is required reading for product people, marketing people, anyone involved in supporting the sales people. The second half is real. "#1 Challenge buyers by showing them their status quo is not good enough and is cutting into profit" according to Jeremey Donovan. The gist of the book is as follows:#1 Challenge buyers by showing them their status quo is not good enough and is cutting into profit, wasting effort, and/or increasing risk.#2 Partner with and enable "Mobilizers" inside the buying organization to drive consensus around the problem, the solution, and vendor selection.Like The Challenger Seller, I gave this book 5 stars for the quali

MATTHEW DIXON, coauthor of The Challenger Sale and The Effortless Experience, is the group leader of the financial services and customer contact practices at CEB. 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. <