The Challenger Sale: Taking Control of the Customer Conversation: Matthew Dixon and Brent Adamson. Portfolio|Penguin, New York, NY. c2011. ISBN: 9781591844358
How it's Used: The Challenger Sale is the new "best practice" approach to developing, executing and managing sales conversations with current and potential customers. Focus especially on the concept of commerical teaching, which is the technique I discuss in my presetation about how you can use your key competitive differentiators to teach the customer something they didn't know about their business. I also recommend you look at the sections on managing sales people's conversations. This is an element I heavily emphasize in the presentation: you must manage the conversation your sales people have and you should go on sales calls to hear them.