The Challenger Customer
Selling to the Hidden Influencer Who Can Multiply Your Results
Brent Adamson|Matthew Dixon|Pat Spenner|Nick Toman
The book explores the concept of the "Challenger Sale" by focusing on the idea that the key to B2B sales success is not finding friendly customers but rather identifying and engaging the skeptical, informed individuals within organizations who are influential in the buying process. It provides strategies for sales and marketing professionals to tailor their approach to these "Challenger Customers," who have the clout to mobilize the buying decision and drive consensus across their company's buying group.
See full summary
