Challenger Selling


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.










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Designed to stimulate
thinking about your current
and desired selling
environments, and to
prompt dialog between
senior executives, sales
management and sales
people, my book is all
about the best practices
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sales teams!

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Sales-in-a-Box is an easy
5-step process to create
more sales for your bus-
iness using best practices
techniques that combine
messaging strategy,
content development,
websites and other 
technologies, and
sales tools. 

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