The Challenger Customer - Brent Adamson, Matthew Dixon, Pat Spenner & Nick Toman
By Brent Adamson, Matthew Dixon, Pat Spenner & Nick Toman
Release Date: 2015-09-08
Genre: Business & Personal Finance
Four years ago, the bestselling authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now their latest research reveals something even more surprising: Being a Challenger seller isnāt enough. Your success or failure also depends on who you challenge.
Picture your ideal customer: friendly, eager to meet, ready to coach you through the sale and champion your products and services across the organization. It turns out thatās the last person you need.
Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. Thatās simply human nature; itās much easier to build a relationship with someone who always makes time for you, engages with your content, and listens attentively. But according to brand-new CEB researchābased on data from thousands of B2B marketers, sellers, and buyers around the worldāthe 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. How could this be?
The authors of The Challenger Customer reveal that high-performing B2B teams grasp something that their average-performing peers donāt: Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salespersonās inability to get an individual stakeholder to agree to a solution. More often itās that the stakeholders inside the company canāt even agree with one another about what the problem is.
It turns out only a very specific type of customer stakeholder has the credibility, persuasive skill, and will to effectively challenge his or her colleagues to pursue anything more ambitious than the status quo. These customers get deals to the finish line far more often than friendlier stakeholders who seem so receptive at first. In other words, Challenger sellers do best when they target Challenger customers.
The Challenger Customer unveils research-based tools that will help you distinguish the "Talkers" from the "Mobilizers" in any organization. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organization.
The Challenger Customer - Brent Adamson, Matthew Dixon, Pat Spenner & Nick Toman
By Brent Adamson, Matthew Dixon, Pat Spenner & Nick Toman
Release Date: 2015-09-08
Genre: Business & Personal Finance
