The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results
Brent Adamson, Matthew Dixon, Pat Spenner, Nick Toman
Imagine your ideal customer as someone who is friendly, eager to meet, and willing to help you make the sale and promote your products and services throughout the organisation. It turns out that person is the last one you want.
Most marketing and sales teams go after buyers who are ready to buy and