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The Challenger Customer

Selling to the Hidden Influencer Who Can Multiply Your Results

The Challenger Customer by Matthew Dixon
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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.

Penguin Books Ltd; September 2015
288 pages; ISBN 9780241972687
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Title: The Challenger Customer
Author: Matthew Dixon; Brent Adamson; Pat Spenner; Nick Toman

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