The Challenger Sale: Taking Control of the Customer\nConversation

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The Challenger Sale: Taking Control of the Customer Conversation, by Matthew Dixon, presents a compelling secret for becoming a successful sales person. As per conventional sales wisdom, the art of selling directly translates to presenting all the features of the product/company to a customer. Most management experts claim that successful sales come from building customer relationships. This book counters the view and throws light on a different concept. It talks about the most consistent sales performer in an organisation, and terms this individual as ‘the Challenger’. The Challenger not only builds good relations with a customer, but also challenges his customers and shows them how they can save money or use his services. The author explains how an average sales representative can be converted into a Challenger, with the right training. The book states that organisations must identify their challengers, model their sales approach, and train their sales force on this model. The book is based on an in-depth study that covers the skills, attitude, and behaviour of sales representatives in different organisations. Matthew Dixon holds a PhD in Political Economy, and is an alumnus of the University of Pittsburgh. He is the Managing Director (Strategic Research) at Corporate Executive Board. He has been involved in studying businesses for over 15 years, and has explored the actual practicality of conventional business advice. He has also presented his findings to many Fortune 500 companies and other management personnel. Harvard Business Review has also featured many of his works. He has co-authored other books like The Formula and Death By Gold.