The Challenger Customer

Name: The Challenger Customer
Author: Matt Dixon

by Matt Dixon

Guide to engaging customers more effectively in complex B2B selling scenarios

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About the author

Matt Dixon

Matt Dixon's research at CEB (now Gartner) revealed that customers have fundamentally changed how they buy, and that the sales people who challenge their thinking outperform those who simply build relationships. His books have reshaped enterprise sales training worldwide.

More by Matt Dixon

The Challenger SaleB2B sales framework emphasizing aggressive, consultative approach to customer conversations
The Effortless ExperienceCustomer service framework focused on reducing friction and effort in interactions
The JOLT EffectSales approach emphasizing speed of decision-making and momentum in customer engagement