The Challenger Customer

Selling to the Hidden Influencer Who Can Multiply Your Results

De: Brent Adamson, Matthew Dixon, Pat Spenner, Nick Toman

Narrado por: Steve Kramer

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 isn’t 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 that’s the last person you need.

Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. That’s simply human nature; it’s 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 research—based on data from thousands of B2B marketers, sellers, and buyers around the world—the 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 don’t: Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson’s inability to get an individual stakeholder to agree to a solution. More often it’s that the stakeholders inside the company can’t 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.

Reseñas de la Crítica

"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. Helping your clients make buying decisions and then moving them to action, in your direction, is the HOW in this book that makes the biggest difference of all."
—MITCH LITTLE, vice president, worldwide sales and applications, Microchip Technology Inc.

"There is no sale more misunderstood (and expensively misunderstood) than the B2B sale. Here, in black and white, is an essential new way to think about it."
—SETH GODIN, author, Linchpin

"The Challenger Customer 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

"The authors of The Challenger Customer have done high-quality and in-depth research that maps out the road ahead for marketers. The result is 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

"This book 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

Fantastic and Insightful

This book is a fantastic follow-up to The Challenger Sale, and especially helpful for marketers.

Great selling advice / approach

I would recommend this to all new sales specifically B2B, in order to help with the overall sales process & approach.

great read for all sales pros

this is a great read and resource for all sales pros. it provides updates on old ideas and creates new frameworks for managing complex sales processes.

Love it, invaluable business resource!

Great addition to the challenger sale. A must know for all sales and business professionals.

Very Informative!

As a B2B Marketing professional, I found this book to be very useful in aiding me create marketing content.

Excellent, can't wait to try it out!

I have been in the software sales business for 20 years and have been to many sales training courses in that time. this is the first program I have experienced that comes at the sale from the eyes of the customer and what happens after I leave there office. I have always tried to think of the sale from the customers eyes, not knowing ultimately what they are up against because they wouldn't give me 100% of the story . I guess they thought they would loose leverage by being 100% traspatent and now I don't need to wonder any more. This book takes their red tape away. thank you

Sensible Must For Startup Selling

Challenger makes so much sense, you continue to study it, not just read or listen, or in this case both.
The Challenger Customer is now among my short list of must-employ schools of thought, like Lean Startup, Pitch Anything and Simon Sinek's work, among others.
Consider Challenger a short cut to understanding the competitive state of introducing change with customers, or, risk either losing to "do-nothing" or falling to others using this as a competitive advantage.
Challenger is the heart of how I'll approach the market from now on. Reading it will reveal so many answers.

Complex sale explained

Fantastic deep insights into the world of complex B2B sales. Supported by numerous studies it changes a perspective on this topic and provides a list of specific steps and guidance how to improve go to market iniciatives of a modern sellers.

Solid sales business book

Interesting concept expanded beyond the challenger sale. Good experience and a build up on top of the cult classic original!

Packed with great content... so many bookmarks

Would you consider the audio edition of The Challenger Customer to be better than the print version?

For many business audio books - I know that they are really good if I then want to go and purchase the print version. This is one where the print version is being delivered tomorrow.

Any additional comments?

So much of the day in and day out reality these days has to do with working through the committee purchasing process within organizations... this book provides excellent information on how to work within that dynamic and to enable them to escape some of the dysfunction.