Brand Engagement

The Challenge Customer: The New Bible for Sales and Customer Engagement

The Challenger Customer is outright one of the most important business books I have read related to sales and customer engagement. Granted, many of the lessons of this book echo – albeit from a different perspective – some of the fundamental elements of the Enterprise Engagement framework, but The Challenge Customer goes way beyond the textbook in detailing how great sales organizations engage today’s business-to-business customers. As you’ll see in our review, the authors, who based their conclusions on extensive research, have identified the keys to successful selling in a B2B marketplace in which there are over five decision-makers involved with the typical purchase, and in which over 50% of the purchasing decision is already made before a single supplier is called in.


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