1. Challenger Customer Implications for B2B Sales Professionals

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      Most sales executives I’ve asked about their view on CEB’s book Challenger Customer have completely missed the value for their sales program. “Oh yeah, I read Challenger Sale a couple of years ago, good book.” In our view, Challenger Customer is a must read for sales leaders who are trying to execute a “value selling” sales model, or to shift from their transactional, product selling model. Challenger Sale introduced concepts about what B2B sellers should do. But few recommendations were really actionable by most sales leaders and their teams. Challenger Customer provides the roadmap, AND the accelerant. The book presents the results of extensive research. They looked at what the best B2B sales people have actually been doing. They explain simply, and show graphically, the results achieved compared to average and poor sales performers. But sales behavior change and results will not be realized simply by having sales teams...

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