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What to expect

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Matthew Dixon and Brent Adamson share the secret to sales success: don’t just build relationships with customers. Challenge them!


What’s the secret to sales success?

If you’re like most business leaders, you’d say it’s fundamentally about relationships – and you’d be wrong. Matthew Dixon, Brent Adamson, and their colleagues at CEB have studied the performance of thousands of sales reps worldwide.

Their conclusion? The best salespeople don’t just build relationships with customers. They challenge them.

Any sales rep, once equipped with the tools in this book, can drive higher levels of customer loyalty and, ultimately, greater growth. And this book will help them get there.
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If you wish to become a better sales person, buy and read this book and when you have finished buy The Challenger Customer and read that!’ Amazon Reader Review

‘I have been in enterprise software sales for 6 years and can relate to so many scenarios described in the book. I have already noticed significant results and improvements‘ Amazon Reader Review

© Matthew Dixon and Brent Adamson 2012 (P) Penguin Audio 2022

Critics Review

  • Read it, think about it, implement it. You, and your organization, will be glad you did

    Professor Neil Rackham, author of SPIN Selling
  • The Challenger Sale breaks the winning elements of this powerful approach into a set of teachable skills that can take even a top sales team to a new level of results delivery

    Dan James, former chief sales officer, DuPont
  • This is a must-read book for every sales professional. The authors’ groundbreak­ing research explains how the rules for selling have changed-and what to do about it. If you don’t want to be left behind, don’t miss this innovative book that provides the new formula for selling success

    Ken Revenaugh, vice president, sales operations, Oakwood Temporary Housing
  • ‘Groundbreaking, timely, and disciplined research presented in a way that is both intuitive and completely actionable. It has already had an impact on our organization by creating a customer lens that enhanced our sales recruiting, hiring, training and deployment

    Jeff Connor, senior vice president and chief growth officer, ARAMARK Global Food, Hospitality and Facility Services
  • ‘The Challenger Sale shows you how to maintain control of the complex sale. The output of this superbly researched body of work is that you will know how to better differentiate your organization, your offering and yourself in the mind of the customer’

    Adrian Norton, vice president, sales, Reckitt Benckiser Pharmaceuticals
  • ‘There is a healthy dose of constructive tension throughout this brilliant book. Tension that will bring insight and clarity into how customers buy today and how your sales team must sell. If you are seeking to raise the bar in your sales orga­nization, The Challenger Sale is a must-read’

    Tom Meek, vice president, sales, Henkel Adhesives Technologies

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