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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.

©2016 Brent Adamson, Matthew Dixon, Pat Spenner, Nick Toman (P)2016 Penguin Books Ltd.

What listeners say about The Challenger Customer

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Not as good as The Challenger Sale

Goes into way too much detail around digital marketing/content creation etc. It's very interesting but it felt more like a text book on stakeholder engagement as opposed to actual selling. Not what i was expecting but i listened with some interest.

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  • Anonymous User
  • 21-02-2019

Interesting reframe

Well researched, good content, delivered in a considered way. Also good use of case studies to land key points practically.

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