Summary of The Challenger Customer
From THE CHALLENGER CUSTOMER by Brent Adamson, Matthew Dixon, Pat Spenner, and Nick Toman. Summarized by arrangement with Portfolio, an imprint of Penguin Publishing Group, a division of Penguin Random House LLC
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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; and
- What methods you can use to help buyers reach consensus.
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.