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Download The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results Audiobook

Extended Audio Sample The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results Audiobook, by Brent Adamson Click for printable size audiobook cover
0 out of 50 out of 50 out of 50 out of 50 out of 5 0.00 (0 ratings) (rate this audio book) Author: Brent Adamson, Matthew Dixon, Pat Spenner, Nick Toman Narrator: Steve Kramer Publisher: Penguin Random House Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: September 2015 ISBN: 9780698411883
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Picture your ideal customer: collegial, eager to meet with you, and ready to champion your products across the organization. It turns out that’s the last person you should be pitching.

The need to understand how customers make their decisions, especially when it comes to selling large-scale, business-to-business solutions, drove the author team behind The Challenger Sale to investigate how sales reps won high-quality deals. What that team discovered may turn the common wisdom about customer behavior upside down.

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 road map 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.

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About the Author

Brent Adamson is well known for his passion for “productive disruption.” Brent is a sought-after speaker and facilitator, with more than twenty years of experience as a professional researcher, teacher, and trainer. Brent is a frequent contributor on sales topics on Harvard Business Review’s blog and the CEB sales blog, as well as being published in Bloomberg, Businessweek, and Selling Power. A native of Omaha, Nebraska, Brent joined CEB from the University of Michigan’s Ross School of Business where he received his MBA with distinction. In addition to his MBA, Brent holds a BA with distinction in political science from the University of Michigan along with MAs in political science and German, and a PhD in applied linguistics from the University of Texas. Brent resides in Leesburg, Virginia, with his wife and two daughters.

About the Narrator

Steve Kramer is a prolific voice actor. Known for his work in anime, he has voiced characters in various Power Rangers series, including the voice of Darkonda in Power Rangers in Space.