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Title: The Challenger Customer

Subtitle: Selling to the Hidden Influencer Who Can Multiply Your Results

Author: Matthew Dixon, Brent Adamson, Pat Spenner, Nick Toman

Narrator: Steve Kramer

Format: Unabridged

Length: 8 hrs and 40 mins

Language: English

Release date: 10-20-16

Publisher: Penguin Books Ltd

Genres: Business, Sales

Publisher's Summary:

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 mobilisers 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.

Members Reviews:

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 really geared to the sales part of the org and I skimmed it, but the first half of this book alone made it worth the price.

Discover why so many B2B sales never happen!

Hi Iâm Douglas Burdett, host of The Marketing Book Podcast and Iâd like to tell you about the book âThe Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Resultsâ by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman.

OK, first off - if youâre familiar with the bestselling book âThe Challenger Sale,â âThe Challenger Customerâ is from the same authors at CEB.

You may know CEB as the organization that determined in B2B sales, the customer is at least 57% through their buyerâs journey before they first reach out to the seller.

Like The Challenger Sale, The Challenger Customer takes on and refutes a lot of conventional wisdom about what works and what doesnât work in modern B2B marketing and sales. But hereâs the catch - itâs not just the author'sâ opinions. They challenge the conventional wisdom with extensive research done over the last five years.

It turns out only a very specific type of customer stakeholder has the credibility, persuasive skill, and will to effectively challenge their colleagues to pursue anything more ambitious than the status quo. These Challenger customers get deals to the finish line far more often than friendlier stakeholders who seem so receptive at first. In other words, Challenger sellers do best when they target Challenger customers.

I work in the field of B2B marketing and sales, and the conclusions in this book had me thinking (and rethinking) all the best practices in that field.

In one sense, I wish I hadnât read the book.