Summary of The Challenger Customer

Selling to the Hidden Influencer Who Can Multiply Your Results

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The Challenger Customer book summary
Selling to corporate purchasing groups requires a new approach and fresh skills.

Rating

7 Overall

8 Applicability

7 Innovation

7 Style

Recommendation

The primary decision maker in corporate purchasing no longer exists. Today, groups of diverse individuals – with conflicting agendas and representing varied organizational interests – make buying decisions, so previously effective sales strategies no longer work. Authors Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman tackle these issues in this companion book to The Challenger Sale. Their strategies call for finding champions within the organization, “Mobilizers,” to help gain group consensus and drive the buying process. Their manual offers numerous graphs and multi-step processes. Although some of the text is wordy, it is very informative and getAbstract believes the authors intelligently address a significant challenge for B2B sales professionals.

In this summary, you will learn

  • How the shift in corporate buying processes – from individual decision makers to purchasing teams – affects the sales process
  • What specific strategies drive the group purchasing process
  • What methods you can use to help buyers reach consensus
 

Summary

The Problem
Previously effective B2B selling strategies prove ineffective today. Suppliers who raise customer awareness, deliver value, exceed client needs and provide the best solutions still find themselves competing solely on price. Being the best earns a seat at the table, but it doesn...
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About the Authors

Brent Adamson, Matthew Dixon, Nick Toman and Pat Spenner are based at CEB, a best practice insight and technology firm. Adamson and Dixon co-wrote The Challenger Sale. Dixon and Toman co-wrote The Effortless Experience.


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