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Shop nowThe Challenger Customer
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Learn moreFrom the authors of the internationally-bestselling business 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
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In The Challenger Sale, Matthew Dixon and Brent Adamson 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 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.
BRENT ADAMSON is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Challenger Sale and a frequent contributor to the Harvard Business Review.
MATTHEW DIXON is executive director of the Financial Services and Customer Contact Practices of CEB. He is a coauthor of both The Challenger Sale and The Effortless Experience and is a frequent contributor to the Harvard Business Review.
PAT SPENNER is a managing director in the Sales and Marketing Practice of CEB. He is a frequent contributor to Forbes and the Harvard Business Review.
NICK TOMAN is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Effortless Experience and is a frequent contributor to the Harvard Business Review.
CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with its advanced research methodologies and human capital analytics, CEB equips senior leaders and their teams with insight and actionable solutions to transform operations.
BRENT ADAMSON is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Challenger Sale and a frequent contributor to the Harvard Business Review.
MATTHEW DIXON is executive director of the Financial Services and Customer Contact Practices of CEB. He is a coauthor of both The Challenger Sale and The Effortless Experience and is a frequent contributor to the Harvard Business Review.
PAT SPENNER is a managing director in the Sales and Marketing Practice of CEB. He is a frequent contributor to Forbes and the Harvard Business Review.
NICK TOMAN is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Effortless Experience and is a frequent contributor to the Harvard Business Review.
CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with its advanced research methodologies and human capital analytics, CEB equips senior leaders and their teams with insight and actionable solutions to transform operations.
BRENT ADAMSON is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Challenger Sale and a frequent contributor to the Harvard Business Review.
MATTHEW DIXON is executive director of the Financial Services and Customer Contact Practices of CEB. He is a coauthor of both The Challenger Sale and The Effortless Experience and is a frequent contributor to the Harvard Business Review.
PAT SPENNER is a managing director in the Sales and Marketing Practice of CEB. He is a frequent contributor to Forbes and the Harvard Business Review.
NICK TOMAN is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Effortless Experience and is a frequent contributor to the Harvard Business Review.
CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with its advanced research methodologies and human capital analytics, CEB equips senior leaders and their teams with insight and actionable solutions to transform operations.
BRENT ADAMSON is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Challenger Sale and a frequent contributor to the Harvard Business Review.
MATTHEW DIXON is executive director of the Financial Services and Customer Contact Practices of CEB. He is a coauthor of both The Challenger Sale and The Effortless Experience and is a frequent contributor to the Harvard Business Review.
PAT SPENNER is a managing director in the Sales and Marketing Practice of CEB. He is a frequent contributor to Forbes and the Harvard Business Review.
NICK TOMAN is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Effortless Experience and is a frequent contributor to the Harvard Business Review.
CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with its advanced research methodologies and human capital analytics, CEB equips senior leaders and their teams with insight and actionable solutions to transform operations.