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The Challenger Sale

The Challenger Sale by Matthew Dixon and Brent Adamson is a book about the importance of challenging customers in order to sell more effectively. It was first published in 2011 and has since become a bestseller.

My opinion: yes, you can contradict your customer and be rewarded for that! A new way to adress a sale discussion especially relevant in the BtoB business.

  • Summary:

    • The book argues that the traditional sales approach, which focuses on building relationships and providing information, is no longer effective in today's complex business environment.

    • Instead, the authors propose a new approach, called the Challenger Sale, which focuses on challenging customers' assumptions and helping them to see new possibilities.

    • Challengers are salespeople who are willing to challenge customers' thinking and help them to see new opportunities. They do this by asking tough questions, providing insights, and pushing customers to think outside the box.

  • Key takeaways:

    • Challengers are more successful than other salespeople because they are able to create a sense of urgency and help customers to see the value of their products or services.

    • Challengers are also more likely to build long-term relationships with customers because they are seen as trusted advisors.

    • The Challenger Sale is a proven approach that can help salespeople to close more deals and build stronger relationships with customers.


  • The Challenger Sale is a must-read for anyone who wants to improve their sales skills.

  • The book is well-written and provides practical advice that can be applied to any sales situation.

  • The Challenger Sale is a valuable resource for sales professionals of all levels.


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