The Challenger Customer

Selling to the Hidden Influencer Who Can Multiply Your Results
Narrated by: Steve Kramer
Length: 8 hrs and 40 mins
4.5 out of 5 stars (336 ratings)

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Publisher's Summary

Based on an exhaustive study of hundreds of sales reps and thousands of customers across multiple industries, the authors found that every potential customer contact falls into one of seven distinct profiles. While many are worth talking to, the highest performing reps concentrated their time on a specific few. Most sales reps prefer to approach customers who are open and eager to meet with them, people with clearly articulated needs that make them easy to connect to solutions. The authors call these customers Talkers. The high performers spent their time, instead, with customers who were less eager to meet, generally skeptical and difficult to manage, and much more apt to be agnostic about one supplier over another. They call these customers Mobilizers.

High performers understand what their average-performing colleagues don't: in a world in which complex deals require widespread consensus across a diverse - and typically dysfunctional - set of customer stakeholders, only Mobilizers have the skill and the will to fight for large-scale, disruptive change and, ultimately, help win the deal. Challenger sellers, in other words, target Challenger customers.

The authors unveil research that identifies Mobilizers and provide a roadmap for how sales and marketing teams can find them, engage them with disruptive insight, and leverage them to drive consensus across the customer organization.

Once you have identified the Mobilizers among your customers, almost any rep, with the right coaching, tools, and marketing support can start a chain reaction that leads to a whole organization getting on board with even the most provocative ideas.

©2015 Brent Adamson (P)2015 Penguin Audio

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Love it, invaluable business resource!

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

2 people found this helpful

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insightful

very helpful. I would recommend. check the challenger sales too. 80% of the book is practical and based on studies. it's palpable.

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Two hours was all I could stand

This narrator drones on and on and it never gets to a point. I finally had to turn it off

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Great content!

will be using the methodology in this book in my work. lots of great ideas to put into practice

1 person found this helpful

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No one does it like challenger

The only research backed series of business to business sales you need in your library.

1 person found this helpful

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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.

1 person found this helpful

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You must read it

Original and practical ideas to implement in the B2B sales management and execution. Great book.

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Point clear, more coaching desired

The concept and point is clear; however not enough meat in the how to overcome the challenger customer or find the challenger customer is desired. Generally, a good and enlightening book.

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A real eye opener

What made the experience of listening to The Challenger Customer the most enjoyable?

The way the author narrates each and every point about customer discovery and sales techniques is fascinating.

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Great sequel to the challenger sale

Highly recommended to marketing / sales executives who would like to understand why so many of their leads end up in the ‘solution graveyard’...

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Profile Image for Paul Tansey
  • Paul Tansey
  • 02-08-16

The 21st Century Solution Sales Handbook

What did you like most about The Challenger Customer?

The sales and marketing landscape is changing and those changes are far reaching and permanent. Senior sales and marketing solution sales professionals are grappling with a new set of problems. Highly connected and informed 21st century buyers refuse to be sold to and instead, take control - engaging only after they have already completed 57% of their buying journey. This book explains how to change the buyer journey and what B2B sales and marketing professionals have to do to avoid becoming a statistic as even sophisticated solutions become commoditised. I sat listening to the audio book at my computer, fascinated and drawing out a mind map to enable me to quickly explain the essence of it to my team. Those of you who read the book will understand how to sell to my business better, given that information. Fascinating.

3 people found this helpful