Tone your skills muscles with holiday reading

Either you’ve read or heard about The Challenger Sale; it was first published in 2011 and, for debatable reasons, is referred to as a B2B selling bible.

The book’s subtitle is "Taking Control of the Customer Conversation," which partly explains why the book is polarizing.

Critics respond with, "NO SH#T Sherlock…I’m trying to get my darn customer to engage!!"

Fans say, "Until something else comes along, it’s the best B2B sales manual we’ve got."

Regardless of how much the book stands up today, it contains some useful nuggets that could help you stay nimble over the break.

Read (skim?) The Challenger Sale over your break to keep sharp.

But…consume it with a discerning eye. Use it as a prompt to develop your own theories.

For example, much of the book’s premise is based on your customer’s willingness – and ability – to join you in the sales process. That’s an ideal notion, but it isn’t easy in today’s fast and closed transactional environment.

Regardless, you can always learn something from sales books, so if this title isn’t the right book for your ’25 break, read something else so that you come back in early January ready to go.

This short video featuring Challenger co-author Matthew Dixon will enlighten you on his theory of the "poison" that invades the sales process.

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

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

Great line, Matt. On the mark, too.