12/18/2023-Did You Read this Book… **The Challenger Sales**?

Sellers wishing to perform consistently in the TOP 10 are constantly studying…something. Even if a sales book is skimmed to extract a couple of nuggets, there’s value in your time spent.

The Challenger Sale, by Matthew Dixon and Brent Adamson, was first published in 2011 and, for many, became one of the modern-day bibles of B2B selling.

The book’s subtitle references "taking control of the customer conversation" and positioning yourself as an expert to your customers.

That alone is why the book is polarizing: critics respond with, "No Sh* Sherlock," and fans say, "Until something else comes along, it’s the best model for B2B sellers of all levels."

Regardless of how much the book stands up* in today’s world, it has some good nuggets that could help you.

Buy The Challenger Sale today and read it this holiday break.

But…read it with one eye open as this book is over a decade old, and some of its theories may be a bit dusty. For example, much of the book’s premise is based on your customer’s willingness – and ability – to join you in the sale process. That’s an ideal notion, but it’s not too real for today’s fast and closed transactional environment.

Regardless, you can always learn something from these types of books, especially as you mentally prepare over the break for a new and improved you in ’24.

Maybe reading Challenger – or another book on selling – will help.

Generally, reading The Challenger Sale offers value for sellers wanting to gain an edge in their game. But like all sales books, this book captures a time and place. The second a book is published, some of its recommended methods and strategies fall out of favor due to market dynamics.

However, sellers wishing to perform consistently in the TOP 10 are constantly studying…something. Even if a book is skimmed to extract a couple of nuggets, there’s value in the time spent.

So the point is, keep studying…never stop learning about how to be a better professional.

One of the highlights of The Challenger Sale is its description of different seller profiles. By studying each, you might gain insight how you want to expand your skills and behaviors. Here are those profiles for you to review:
1. The Relationship Builder: Good with building rapport, believes in the classic style of consultative selling
2. The Reactive Problem Solver: Responsible, reliable, and detail-oriented salesperson who will go the distance to solve problems
3. The Hard Worker: The Hollywood-styled salesperson with a never-say-die attitude who is also invested in personal development
4. The Lone Wolf: Highly instinctive, no-holds-barred kind of salesperson who is hard to manage but delivers desired results
5. the Challenger: Someone who does their homework, understands their prospects’ problems, and doesn’t hesitate to push the customers if need be

Watch this 3-minute video featuring TCS author Matthew Dixon, and you’ll be enlightened by his description of the "poison" that invades the sales process known as buyer indecision.

Dixon eloquently urges sellers to ruthlessly qualify opportunities to avoid the trap of spending too much time with an indecisive buyer.

"High performers don’t chase garbage trucks," says Dixon.

That’s a great line…and they’re sobering, truthful words!