Cambridge Business Association
Arming Sales Teams to Win in the Market
Podcast

Arming Sales Teams to Win in the Market

April Dunford and Brent Adamson
April Dunford, 2024
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Editorial Rating

9

Qualities

  • Applicable
  • Well Structured
  • Insider's Take

Recommendation

In an ever-evolving B2B landscape, the stakes for making complex purchasing decisions have never been higher. April Dunford, host of the Positioning podcast,  sits down with sales and marketing advisor Brent Adamson to discuss how to equip salespeople for success. Adamson, co-author of the highly regarded books The Challenger Sale and The Challenger Customer, goes beyond traditional sales approaches by focusing on customers and their decision-making process. He details how you can redefine your conversations with prospects to establish lasting client relationships.

Summary

“The Challenger Sale” strategy focuses on customers and their needs.

Brent Adamson’s data-based, widely accepted Challenger Sale concept, outlined in his book, The Challenger Sale: Taking Control of the Customer Conversation (2011),  explains the unique way B2B salespeople should approach potential clients. Instead of hyper-focusing on their product and its features, salespeople should offer insights to help customers change the way they think about their businesses, particularly by supplying information that can save money for them or increase their earnings. 

In-house decision-making overwhelms B2B customers.  

According to Gartner research, the average B2B deal now involves 11 people, already a cumbersome number and likely to rise.

For example, Adamson has been working with ...

About the Podcast

Brent Adamson of the CEB consultancy co-authored The Challenger Sale: Taking Control of the Customer Conversation and The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results with Matthew Dixon. He contributes to the Harvard Business Review’s blog. Consultant April Dunford, who hosts the Positioning podcast, is the author of Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It and Sales Pitch: How to Craft a Story to Stand Out and Win.  

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