

736: How High Performers Land New Business, with Matt Dixon
67 snips Jun 2, 2025
In this conversation, Matt Dixon, Founding Partner of DCM Insights and author of The Challenger Sale, shares insights into modern business development. He reveals the new breed of professionals called 'activators,' who excel by proactively building relationships and understanding client needs. Dixon discusses the shift from traditional client loyalty to a more dynamic approach, where preemptive networking and collaboration are key. He emphasizes the importance of storytelling in sales, highlighting how it can transform client engagement.
AI Snips
Chapters
Books
Transcript
Episode notes
Changing Client Loyalty and Buying
- Business buyers now complete most of their purchase research before contacting vendors.
- Client loyalty is declining, making incumbent advantage less reliable for professionals.
Consistency in Business Development
- Activators maintain a consistent, daily commitment to business development.
- They build habits around small daily sales activities despite many disliking selling.
Collaborative Client Relationships
- Activators bring colleagues into client relationships to serve complex needs.
- This collaboration creates stickier client relationships, reducing client churn.