X-Book

The Challenger Customer

Click Buy to Log in and see personalised pricing.

Send as a gift Get in the xigxag app
How does xigxag pricing work?

Listen to a sample

What to expect

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

---------------------------------------------------------------

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.

Critics Review

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
Author Matthew Dixon, Brent Adamson, Pat Spenner and Nick Toman
Narrator Steve Kramer
Duration 8 hours and 41 minutes
Release Date
ISBN 9780241980323
Format Audiobook
Publisher Penguin Books Ltd
Genre Advice on careers and achieving success, Business negotiation, Entrepreneurship, Sales and marketing
Availability AU, GB, IE

About xigxag

xigxag is an independent, UK-based audiobook platform and the UK’s only B Corp certified audiobook company. We offer nearly 150,000 audiobooks, all with professional human narration. No AI-generated voices. xigxag is rated an Ethical Consumer Best Buy for audiobooks and a top-rated ethical bookshop.

There is no subscription. You buy the audiobooks you want, you own them permanently, and prices start at £8.99. The more you listen over the year, the less you pay per book, and there is always a selection in Listen for Less from £3.99. You can also send audiobooks as gifts using our audiobook gift cards or in-app gifting.

Every audiobook on xigxag has honest reviews covering both the book and the narration, and our community features make it easy to share what you are listening to, discover what others recommend, and find your next listen.

Download or stream on iOS, Android, or in your browser. Browse the full catalogue at xigxag.co.uk.