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The Challenger Sale: Taking Control of the Customer Conversation

3.96  ·  Rating details ·  5,530 ratings  ·  382 reviews
What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them.

The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson,
Hardcover, 221 pages
Published November 10th 2011 by Portfolio (first published November 1st 2011)
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Average rating 3.96  · 
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 ·  5,530 ratings  ·  382 reviews

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Chris Johnson
Aug 04, 2012 rated it it was amazing
I've read probably 150 sales books in my life.

I read this and thought "My Friend Is Here!". Then I called our new friends at Penguin, arranged for the intro to the authors, and used their techniques on them to get a contract to produce the book trailer.

This book is for the misfits - not the lone wolf salespeople, but the ones that are fearless, ready to handle hot potatoes and play poker, and teach, and take control of selling situations.

It's been a long held belief that "relationship selling"
Grant Barnes
May 22, 2014 rated it it was amazing
The 5 Sales Rep Types

1. The Hard Worker
2. The Relationship Builder
3. The Lone Wolf
4. The Reactive Problem Solver
- a customer service rep in sales rep clothing
5. The Challenger

6 characteristics of a challenger rep
1. They offer customers a unique predictive 
2. They have great 2-way communication skills
3. They know the customer's value drivers
4. They can identify economic drivers of the customer's business 
5. The rep is comfortable discussing money
6. The rep can pressure the customer

A challenger sa
Dec 12, 2011 rated it really liked it
Shelves: selling, reread-once
*rereading this for work*

This is the Corporate Executive Board website about the Challenger Sale . Tons of Media about this book.

A 35 minute audio interview with the author:

10 minute recap ( does not replace reading the book)
Jan 23, 2012 rated it it was amazing
Shelves: sales
There's been so many books on selling and so many "systems" that it's hard to find something... anything... new and innovative. The Challenger Sale does, in fact, challenge some long held assumptions about selling success. Unlike your usual book of advice written by some self-proclaimed sales "guru," this book bases its guidance and conclusions on research... hard data research. Most salespeople who have been successful over a long period of time and through the ups and downs of economies intuit ...more
Feb 17, 2015 rated it it was ok
The Challenger Sale is not a bad book, especially when directed to the right audience, but that is where I had trouble with it. I picked it up as a general manager of a small business, and found that although some of the ideas were good, and the research interesting, it was not very applicable in my situation. It would be better directed toward sales managers in established organizations. The method it promotes is to control the sale by way challenging the customer, and I like that approach. How ...more
Nov 15, 2016 rated it liked it  ·  review of another edition
Shelves: business, audiobook
I found the concept of “The Challenger Sale” to be very interesting. Like many business books, this one starts with “we’ve done a study”, this time on the types of salesmen that are successful. In this case, the findings are not that your typical “relationship is key” salesman is very successful. But neither is the “here’s our product info” salesman. The best kind of salesman in the current environment is one that is knowledgeable about his prospect’s business and can challenge them with a bette ...more
Christine Lynch
Nov 22, 2016 rated it it was ok
Shelves: non-fiction
This review has been hidden because it contains spoilers. To view it, click here.
Feb 14, 2013 rated it liked it
Shelves: sales
I loved the premise of this book. Without any question I agree with the message that the authors present. Sales people must evolve into being consultants and teachers who challenge the customer and force a conversation about goals and insights.

I do think the book rambles on a little and is unnecessarily long. It would make for a great 1-2 hour seminar or sales training but I felt like I slowly stopped getting value as I read on.
Apr 26, 2015 rated it it was amazing
There are very few books that I would give 6 stars out of 5 - but this is one of them. I listened to this in audio, but will go purchase the book so I can add my notes and experiences in the margins. This book will change my professional perspective; and how I view my career.
Oct 03, 2012 rated it liked it
Some interesting thoughts and tools, but it feels like they turned a simple white paper into a book. There is a lot of fluff to wade through.
Jökull Auðunsson
Like most business books, could have been condensed into something shorter but just as impactful. Very good field guide for enterprise and service-style sales teams.
May 18, 2018 rated it really liked it
As far as sales books go, this is one of the better ones. The premise as the economy tanked in 2008, sales org. had to find a way to grow their business in a shrinking market. To do so, sales org. have to bring valuable insights to the clients. It's not just about gathering requirements and providing a solution. Rather, it's about knowing the customer's market, teaching them something they don't know, and tailoring a solution that helps THEM differentiate in the marketplace. The word customer ce ...more
Sven Kirsimäe
May 17, 2020 rated it it was amazing  ·  review of another edition
Shelves: at-audible, in-device
This book is to understand how to sell and what personality types might fit the best for your sales team. For me, it all reminds a lot about 🎣 :D

The major outcome of the book is, that the Challenger type of a salesperson applies to any other role there is, which is great news for anyone not in sales ;)
Jun 13, 2017 rated it it was amazing
This book came recommended by sales pros with a lot of experience and I can see why. It's *the* sales book I've been looking for to help understand complex selling in B2B environment. It offered a completely different take on the sales process and opened up my eyes to so many things! Should be a must read for anyone in business - not only sales.
Tim V
May 18, 2017 rated it really liked it
For all my complex sales friends, if you've not read it it is defintely worth it.
Jul 02, 2017 rated it really liked it
I've never read a book about sales specifically, and this one was a great entry point. I had so many "ah-hah" moments while reading it- "so that's why our best salespeople pitch this way!" If I were leading a sales org, I would reread this, and have my managers and employees read it, too. Biggest take-away: the best sales reps offer their customers some new insight, or way of seeing things differently (and conveniently, that insight leads them down the path toward their product as a solution).
Darrell Amy
Apr 14, 2020 rated it it was amazing
Shelves: business, sales
I highly endorse The Challenger Sale for any company in the B2B space. There is so much value in this book for both marketers and sales professionals. In the spirit of marketing and sales alignment, this would be a fantastic team read. Salespeople would begin to see the vision for developing business acumen. Marketing professionals would get a clear understanding of the type of content they need to provide to support the sale. Business owners would see how they can add value by mentoring their m ...more
Josh Noore
Jan 17, 2020 rated it it was amazing
A must read for anyone working within a sales organisation. The book outlines the skills and framework required to sell complex solutions in the modern B2B environment. Many established sales norms are contradicted and a new step by step framework introduced.
Sep 01, 2012 rated it liked it
Shelves: business
Interesting psychological profiling of various personality types and how they succeed at complex sales. The main idea is that one of the types, the "challenger", is surprisingly more successful at closing deals than one of the other types, the "relationship" builder -- the guy who slaps you on the back. This isn't selling cars, this is selling complex things like enterprise software, POS systems, corporate ad campaigns (?), architecture, corporate accounting services... etc. The challenger doesn ...more
Nov 06, 2019 rated it it was amazing
"The Challenger Sale", written by Matthew Dixon and Brent Adamson of CEB, and published in 2011 remains in my opinion one of the most impactful sales books from this decade. It is engaging, fact-based, and well-written. The authors manage to disentangle different sales personas/types and bring clarity and insight into not only how people have been selling and ought to sell, but describing the explicit approach in going about doing so. It clarifies that while all sales types can be successful--an ...more
Mar 21, 2019 rated it it was amazing
I am not a salesperson by any means but everything that I thought was logical in the way I would approach sales, this book turned on its head.

Did you know the 'What keeps you up at night?' question is the worst one to ask? The back and forth interview with a salesperson and a client gets exhausting for the buyer and results in an inability to differentiate between vendors. It also limits the conversations to features of a product which also start sounding the same after the 3rd time of hearing
Subu Balan
Aug 12, 2019 rated it it was amazing
Shelves: favorites
This book has become a constant companion in helping me set bars higher for myself and the teams I lead. Never fails to apply the principles set in here to define the type of homework and planning a good sales leader ought to do to capitalize on the hard earned sales opportunities.
Oct 18, 2014 rated it really liked it
Interesting, but builds quite long on a somewhat simple premise. Better second time around.
Sep 07, 2015 rated it really liked it
Just finished this book. Now it's time to implement these methods which will be a real paradigm shift for me.
Jan 05, 2016 rated it liked it
Energetic, hard-selling ;-) and certainly providing numerous insights, inspirations and actionable recommendations.
Nov 25, 2016 rated it it was amazing  ·  review of another edition
Shelves: 2016-to-read
nice analysis of sales types and some surprising i data. challenger sales is the a great way for b2b sales.
Mar 27, 2017 rated it it was amazing  ·  review of another edition

Not a long read, very succinct and insightful. Very helpful information for pulling off complex sales and leveraging general conversation and negotiations.
Vasyl Pasternak
very boring book, author tried to show this as scientific work, and overloaded it with graphs, tables, statistics. but this doesn't make book more interesting and information more trustful
Mar 19, 2019 rated it really liked it
As someone who has gone through way too much corporate sales training centered around responding to objections and asking open-ended questions, this book presents an interesting new take on how to succeed in the modern selling environment. What legitimizes this theory is the extent of their research - this isn't a couple old sales guys who decided to publish their crackpot theories like most sales books. CEB looked at 90 companies and 6,000 sales reps and used advanced statistical methods to bui ...more
Maciej Walinski
Jun 18, 2020 rated it really liked it
There is a lot of insight packed in here to be sure, much of it very useful, although there are a few areas that didn't quite resonate.

First off, what did? Well, the notion of being a challenger, that is to say someone who provides insights to clients on new ways to make and save money, and forces them to think about their business in ways they may not have considered, is strong, and in my opinion, accurate. You absolutely will differentiate yourself in the market, and among your peers, if you s
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You might know comedian Colin Jost from his work as the co-anchor of Saturday Night Live’s Weekend Update, or perhaps you know him as Scarlett Joha...
30 likes · 2 comments
“There’s something else about this list that really jumps out. Take another look at the top five attributes listed there—the key characteristics defining a world-class sales experience: Rep offers unique and valuable perspectives on the market. Rep helps me navigate alternatives. Rep provides ongoing advice or consultation. Rep helps me avoid potential land mines. Rep educates me on new issues and outcomes. Each of these attributes speaks directly to an urgent need of the customer not to buy something, but to learn something. They’re looking to suppliers to help them identify new opportunities to cut costs, increase revenue, penetrate new markets, and mitigate risk in ways they themselves have not yet recognized. Essentially this is the customer—or 5,000 of them at least, all over the world—saying rather emphatically, “Stop wasting my time. Challenge me. Teach me something new.” 5 likes
“what sets the best suppliers apart is not the quality of their products, but the value of their insight—new ideas to help customers either make money or save money in ways they didn’t even know were possible.” 4 likes
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