The Challenger Customer

Jan 1, 2025 2:14 PM

Author:Matthew Dixon,Brent Adamson,Pat Spenner,Nick Toman,Steve Kramer

From 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.

Reviews

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

I love it. This book will set the tone for years of work to come. The CEB team has just added the HOW to the WHAT that we have all been searching for since we launched into the Challenger journey

—— Mitch Little, vice president, worldwide sales and applications, Microchip Technology Inc.

An essential new way to think about the sale

—— Seth Godin, author, Linchpin

Lays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. 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

'Provides evidence-based insights and practical guidance for solving one of today's most pressing commercial challenges: complex decision making within customer organizations. It clearly shows what distinguishes the best sellers and marketing organizations from the rest

—— Pinder Sahota, general manager, Smith & Nephew

An important, must-read work.

—— Skinny

As events unfolded this year, it was reassuring to read superb non-fiction that celebrated expertise...Trials: On Death Row in Pakistan tells how Isabel Buchanan, fresh from a law degree, applied her feeling and intelligence to apprentice in a jurisdiction which, by 2014, saw a person executed every day.

—— Kate Womersley , Spectator

This is much more than a well-written coming-of-age memoir: it is a thoughtful reflection on the legal system of an important country in the modern geo-political world.

—— Roger Smith , Law Society's Gazette

Trials has much to tell us that is new… Buchanan weaves with clarity a compelling but heart-wrenching story.

—— Nadira Naipaul , Literary Review

Altruism, empathy and a sense of justice cannot be eradicated by anyone — this book testifies to that.

—— Kapil Summan , Scottish Legal

Remarkable.

—— Tom Johnston , Journal of Law Society of Scotland

David Conn pulls no punches in his account of Fifa’s crookedness

—— Shortlist

A chronicle of the history and scale of corruption which has haunted football for decades, with revealing portraits of the men at the centre of the organisation

—— Joel Sked , i

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