The Challenger Sale: Taking Control of the Customer Conversation
by Matthew Dixon and Brent Adamson · 2011
In a nutshell
By Matthew Dixon and Brent Adamson (2011, Portfolio/Penguin), based on research into thousands of sales reps, this book argues the best B2B salespeople don't just build relationships — they teach, tailor, and take control by challenging the customer's thinking.
Overview
Matthew Dixon and Brent Adamson, researchers at the Corporate Executive Board (CEB), published The Challenger Sale in 2011 through Portfolio/Penguin based on a large study of sales rep performance.
Key Ideas
- Sales reps fall into five profiles; the 'Challenger' consistently outperforms the rest.
- Challengers teach customers something new about their own business problems.
- They tailor their message to the specific customer's priorities.
- They take control of the sales conversation, including around price.
- Pure relationship-building is a weak strategy for complex B2B deals.
Best For
B2B sales teams and founders selling complex, considered products.
Reference
The Challenger Sale: Taking Control of the Customer Conversation — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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