--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
From the Back Cover
'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
Four years ago, the authors behind The Challenger Sale 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 agnostic as to who wins the deal. But they also have the credibility, persuasive skilland 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 CEB 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.