This book builds on the authors' previous work, 'The Challenger Sale', by focusing on the challenges of selling to a group of buyers with different goals and priorities. It identifies seven profiles of B2B buyers, distinguishing 'Talkers' from 'Mobilizers', who have the credibility and persuasive skills to drive consensus within the customer organization. The authors provide research-based tools and a blueprint for finding, engaging, and equipping these Mobilizers to effectively challenge their own organization and push deals to completion.
The Effortless Experience presents research findings from a global quantitative study involving 97,000 customers, which show that customers value an effortless experience over being delighted. The authors provide strategies and recommendations on how to reduce customer effort, such as creating 'sticky' self-service channels, giving customer service representatives more control over interactions, and hiring 'controllers' who can efficiently resolve issues. The book emphasizes the importance of experience engineering and the impact of digital technology on customer service[1][2][4].
Based on an extensive study of thousands of sales reps across multiple industries, 'The Challenger Sale' argues that classic relationship building is less effective, especially in complex business-to-business sales. The authors identify five distinct sales profiles, with the 'Challenger' being the highest performer. Challengers approach customers with unique insights, tailor their message to the customer's needs, and assertively take control of the sale. The book provides a framework for identifying and training sales reps to adopt the Challenger approach, which can lead to higher customer loyalty and greater growth.
In 'Humans Are Underrated', Geoff Colvin argues that as technology advances, the most valuable skills will be those that are uniquely human, such as empathy, creativity, social sensitivity, storytelling, humor, building relationships, and leading. The book highlights examples from organizations like the Cleveland Clinic, the U.S. Army, and Stanford Business School, which are focusing on developing these human skills to achieve greater success and competitive advantage.
The JOLT Effect, written by Matthew Dixon and Ted McKenna, addresses the vital problem of customer indecision in sales. Drawing from a study of over 2.5 million sales conversations, the book reveals that high-performing sales reps succeed by addressing the customer’s fear of failure. It offers a counterintuitive playbook that turns conventional sales wisdom on its head, providing robust data, insights, and practical guidance to close the gap between customer intent and action.
Take the time to listen to this hugely popular, classic episode packed with sage sales advice.
Joining Andy for the roundtable discussion today are Richard Harris, Founder of the Harris Consulting Group, Mark Cox, Founder of In the Funnel Sales Coaching and host of The Selling Well Podcast, and Matt Dixon, Wall Street Journal best selling co author of The Challenger Sale, The Effortless Experience, The Challenger Customer, and his new book, The Jolt Effect.
They begin by discussing some of the best ways to offer value to clients, the role of technology in enhancing sales, the challenge of being constantly pitched by vendors and the lack of interest in product details, and they propose a "common sense revolution in sales," where the focus is on improving clients' businesses. They challenge both traditional sales training methods, and current compensation structures, and argue that ROI is more crucial than simply offering a cheaper price.
The group turns its focus to the essential skill of asking open-ended questions, which can separate the best sellers from the rest, the significance of listening and truly understanding the client's pain points in their specific context, how to earn the right to ask questions, and being one step ahead and adaptable to shifting buyer behavior.
Connect with Richard, Matt, and Mark
Host Andy Paul is the expert on modern B2B selling and author of three best-selling, award-winning sales books, including his latest Sell Without Selling Out. Visit andypaul.com to subscribe to his newsletter for even more strategies and tips to accelerate your win rate!
The Win Rate Podcast with Andy Paul 
