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The Challenger Customer

byMatthew Dixon, Brent Adamson, Pat Spenner, Nick Toman

Selling to the Hidden Influencer Who Can Multiply Your Results

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The Challenger Sale team are back and this time they reveal something even more game-changing: the highest-performing sales teams don't focus on friendly, attentive customers. They target challenger customers.

Challenger customers are sceptical, less interested in meeting, and indifferent. But they also have the persuasive skill and will to challenge their own organisations on your behalf and get the deal to the finish line. 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 they need to champion the deal until it's completed. It is your essential blueprint to making the deal again and again.
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

About Matthew Dixon

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.
Details
  • Imprint: Penguin
  • ISBN: 9780241972687
  • Length: 288 pages
  • Price: £8.99
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