Product Description

Four years ago the bestselling authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now their latest research reveals something even more surprising: Being a Challenger seller isnt enough. Your success or failure also depends on who you challenge.

Picture your ideal customer: friendly eager to meet ready to coach you through the sale and champion your products and services across the organization. It turns out thats the last person you need.

Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. Thats simply human nature; its much easier to build a relationship with someone who always makes time for you engages with your content and listens attentively. But according to brand-new CEB researchbased on data from thousands of B2B marketers sellers and buyers around the worldthe highest-performing teams focus their time on potential customers who are far more skeptical?? far less interested in meeting?? and ultimately agnostic as to who wins the deal. How could this be?

The authors of The Challenger Customer