Table of Contents Title Page Copyright Page Dedication Foreword Introduction Chapter 1 - THE EVOLVING JOURNEY OF SOLUTION SELLING Chapter 2 - THE CHALLENGER (PART 1): A NEW MODEL FOR HIGH PERFORMANCE Chapter 3 - THE CHALLENGER (PART 2): EXPORTING THE MODEL TO THE CORE Chapter 4 - TEACHING FOR DIFFERENTIATION (PART 1): WHY INSIGHT MATTERS Chapter 5 - TEACHING FOR DIFFERENTIATION (PART 2): HOW TO BUILD INSIGHT-LED CONVERSATIONS Chapter 6 - TAILORING FOR RESONANCE Chapter 7 - TAKING CONTROL OF THE SALE Chapter 8 - THE MANAGER AND THE CHALLENGER SELLING MODEL Chapter 9 - IMPLEMENTATION LESSONS FROM THE EARLY ADOPTERS AFTERWORD Acknowledgements APPENDIX A - Excerpt from the Challenger Coaching Guide APPENDIX B - Selling Style Self-Diagnostic APPENDIX C - Challenger Hiring Guide: Key Questions to Ask in the Interview INDEX

PORTFOLIO / PENGUIN Published by the Penguin Group Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014, U.S.A. Penguin Group (Canada), 90 Eglinton Avenue East, Suite 700, Toronto, Ontario, Canada M4P 2Y3 (a division of Pearson Penguin Canada Inc.) Penguin Books Ltd, 80 Strand, London WC2R 0RL, England Penguin Ireland, 25 St. Stephen’s Green, Dublin 2, Ireland (a division of Penguin Books Ltd) Penguin Books Australia Ltd, 250 Camberwell Road, Camberwell, Victoria 3124, Australia (a division of Pearson Australia Group Pty Ltd) Penguin Books India Pvt Ltd, 11 Community Centre, Panchsheel Park, New Delhi–110 017, India Penguin Group (NZ), 67 Apollo Drive, Rosedale, Auckland 0632, New Zealand (a division of Pearson New Zealand Ltd) Penguin Books (South Africa) (Pty) Ltd, 24 Sturdee Avenue, Rosebank, Johannesburg 2196, South Africa Penguin Books Ltd, Registered Offices: 80 Strand, London WC2R 0RL, England First published in 2011 by Portfolio / Penguin, a member of Penguin Group (USA) Inc. Copyright © The Corporate Executive Board Company, 2011 All rights reserved Challenger™, Challenger Rep™, and Challenger Development Program™ are trademarks and service marks of The Corporate Executive Board Company. Summary description of Situational Sales Negotiation® training and methodology used by permission of BayGroup International, Inc. SSN Negotiation Planner™ and © 2009 BayGroup International, Inc. Situational Sales Negotiation® and SSN ™ are trademarks and service marks of BayGroup International, Inc. Slides from “The Power of Planning the Unplanned” presentation used by permission of W. W. Grainger, Inc. LIBRARY OF CONGRESS CATALOGING IN PUBLICATION DATA Dixon, Matthew, 1972– The challenger sale : taking control of the customer conversation / Matthew Dixon and Brent Adamson. p. cm. Includes index. ISBN : 978-1-101-54589-8

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FOREWORD THE HISTORY OF sales has been one of steady progress interrupted by a few real breakthroughs that have changed the whole direction of the profession. These breakthroughs, marked by radical new thinking and dramatic improvements in sales results, have been rare. I can only think of three of them in the last century. The first started about a hundred years ago, when insurance companies found that they could double their sales by a simple change in selling