The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results
| Author | : | |
| Rating | : | 4.96 (602 Votes) |
| Asin | : | 1591848156 |
| Format Type | : | paperback |
| Number of Pages | : | 288 Pages |
| Publish Date | : | 2014-12-30 |
| Language | : | English |
DESCRIPTION:
MATTHEW DIXON, coauthor of The Challenger Sale and The Effortless Experience, is the group leader of the financial services and customer contact practices at CEB. BRENT ADAMSON, coauthor of The Challenger Sale, is a principal executive advisor in the sales and marketing practice at CEB. By combining the best practices of thousands of member companies with its advanced research methodol
Discover why so many B2B sales never happen! Douglas N. Burdett [[VIDEOID:d42b49790ee460e8945a1956f0903787]] Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results” by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman.OK, first off - if you’re familiar with the bestselling book “The Challenger Sale,” “The Challenger Customer” is from the same authors at CEB.You may know C. "Nailed it." according to Caleb Hanson. 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.. "#1 Challenge buyers by showing them their status quo is not good enough and is cutting into profit" according to Jeremey Donovan. The gist of the book is as follows:#1 Challenge buyers by showing them their status quo is not good enough and is cutting into profit, wasting effort, and/or increasing risk.#2 Partner with and enable "Mobilizers" inside the buying organization to drive consensus around the problem, the solution, and vendor selection.Like The Challenger Seller, I gave this book 5 stars for the quality of the overall insights. Of the two books, this one is better (and is inclusive of the content in its predecessor).
What worked in the past is clearly having diminishing returns today, and will likely lead to failure in the future."—JOHN GRAFF, vice president, corporate marketing, National Instruments"The authors of The Challenger Customer have done high-quality and in-depth research that maps out the road ahead for marketers. Here, in black and white, is an essential new way to think about it." —SETH GODIN, author, Linchpin"The Challenger Customer lays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. This book will set the to
Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. How could this be?The authors of The Challenger Customer reveal that high-performing B2B teams grasp something that their average-performing peers don’t: Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson’s inability to get an individual stakeholder to agree to a solution. But according to brand-new CEB research—based on data from thousands of B2B marketers, sellers, and buyers around the world—the highest-performing teams focus their time on potential customers who are far more skeptical, far less interested in meeting, and ultimately agnostic as to who wins the deal. In other words, Challenger sellers do best when they target Challenger customers. Four years ago, the bestselling authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. More often it’s that the stakeholders inside t