The Challenger Customer

  • by Brent Adamson, Matthew Dixon, Pat Spenner, Nick Toman
  • Narrated by Steve Kramer
  • 8 hrs and 40 mins
  • Unabridged Audiobook

Publisher's Summary

Based on an exhaustive study of hundreds of sales reps and thousands of customers across multiple industries, the authors found that every potential customer contact falls into one of seven distinct profiles. While many are worth talking to, the highest performing reps concentrated their time on a specific few. Most sales reps prefer to approach customers who are open and eager to meet with them, people with clearly articulated needs that make them easy to connect to solutions. The authors call these customers Talkers. The high performers spent their time, instead, with customers who were less eager to meet, generally skeptical and difficult to manage, and much more apt to be agnostic about one supplier over another. They call these customers Mobilizers.
High performers understand what their average-performing colleagues don't: in a world in which complex deals require widespread consensus across a diverse - and typically dysfunctional - set of customer stakeholders, only Mobilizers have the skill and the will to fight for large-scale, disruptive change and, ultimately, help win the deal. Challenger sellers, in other words, target Challenger customers.
The authors unveil research that identifies Mobilizers and provide a roadmap for how sales and marketing teams can find them, engage them with disruptive insight, and leverage them to drive consensus across the customer organization.
Once you have identified the Mobilizers among your customers, almost any rep, with the right coaching, tools, and marketing support can start a chain reaction that leads to a whole organization getting on board with even the most provocative ideas.

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The 21st Century Solution Sales Handbook

What did you like most about The Challenger Customer?

The sales and marketing landscape is changing and those changes are far reaching and permanent. Senior sales and marketing solution sales professionals are grappling with a new set of problems. Highly connected and informed 21st century buyers refuse to be sold to and instead, take control - engaging only after they have already completed 57% of their buying journey. This book explains how to change the buyer journey and what B2B sales and marketing professionals have to do to avoid becoming a statistic as even sophisticated solutions become commoditised. I sat listening to the audio book at my computer, fascinated and drawing out a mind map to enable me to quickly explain the essence of it to my team. Those of you who read the book will understand how to sell to my business better, given that information. Fascinating.


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- Paul Tansey

Book Details

  • Release Date: 08-09-2015
  • Publisher: Penguin Audio