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Summary of The Challenger Sale 

4.5 . 4268 reviews

Short summary

Are you in search of a technique that is guaranteed to improve your company's sales? Have you been looking for appropriate material for training your sales team? Or do you want to view your business from the customer's perspective? Matthew Dixon, Executive Director at The Corporate Executive Board Company, the world's leading member-based consulting company, in collaboration with Brent Adamson, the firm's managing director, and chief storyteller, weave together this book filled with winning strategies. In this age where the economy has gone through so many changes, it is only necessary that new techniques replace the old ones. Through detailed research and consultations, Dixon and Adamson create the ultimate guide to your business’ success. “In this world of dramatically changing customer buying behavior and rapidly diverging sales talent, your sales approach must evolve, or you will be left behind.” ~ Matthew Dixon and Brent Adamson

Table of content

  • Summary of The Challenger Sale
  • About the author
  • What is The Challenger Sale about?
  • Who should read The Challenger Sale
  • Topics in The Challenger Sale
first key point

Give customers a lasting solution to their problems to ensure continued patronage

Listen the first key point
00:00
00:00
In 2009, the world faced a massive economic decline. It was chaos as businesses couldn't seem to make any progress as it was difficult putting together a sales team.

But even with the decline, a few people were selling even more than ever. This spurred the Sales Executive Council to begin research. 4 years, multiple companies, and a thousand salespeople later, there were glaring reasons why these people who managed to make sales even in decline stood out.
In companies with solution selling models, star performers outperform core performers by almost 200%. ~ Matthew Dixon and Brent Adamson
Every B2B — business to business — sales rep in the world falls into one of 5 categories. Each category describes a particular set of skills that define their interaction with customers.

These categories reveal a clear winner as well as a clear loser when the results are compared. But the results are hard to believe because the winning profile is least expected to win.

More research showed that the winning profile wasn't raking in more sales because of the bad economy, but it did so irrespectively of it.

These winning sales reps were called the Challengers. How do they win every time? Keep reading to find out.
second key point

Sales reps are a representation of your business; train them accordingly

The sales reps that made the most sales during the decline in the economy were not the most trained to survive in that situation. They were the ones who were able to succeed in a model that placed a burden on both sales reps and customers to think and behave differently. This model is often referred to as “solution selling” and has dominated the sales and marketing world.
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third key point

Sales reps have varying skills and you need to effectively combine them for your business’ success

fourth key point

The Challenger takes control of the customer interaction; he is the star player of every sales team

fifth key point

Your customers rely on you to save their time by giving them the necessary solutions

sixth key point

If you can appeal to your customer’s emotions, then you can convince them to use your services

seventh key point

Every customer is unique and you need to understand this to be able to satisfy them all

eighth key point

A challenger always controls the sale from the beginning to the end

ninth key point

Managers are an indispensable connection between the sales reps and the other parts of the business

tenth key point

Conclusion

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What is The Challenger Sale about?

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