--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