: Customizing the message so it resonates with specific stakeholders and their economic goals.
Based on a study of over 6,000 sales reps across multiple industries, the authors identify : The Challenger Sale by Matthew Dixon EPUB
Perhaps the most valuable section of the EPUB is the "Toolkit" for building a Challenger team. Dixon argues you don't have to hire Challengers; you can train them. The toolkit includes: : Customizing the message so it resonates with