Whereas The Challenger Sale (see my review of that book) made the case for selling earlier in the buying cycle using insights, The Challenger Customer focuses on why many sales fail to occur – even
when sellers lead with insight and create value with senior decision-makers. The title is all about understanding
why so many proposals still don’t get signed off and, thus, enter the solutions graveyard.
If you’re a fan of The Challenger Sale, the authors’ central message is to continue on that path, but to get smarter by absorbing the following points: