On this week’s SBI Insider Podcast we discuss the book “The Challenger Customer.” The dynamic of consensus purchasing is creating downward pressure on win rates, average deal size and sales cycles. “The Challenger Customer” by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman was one of the most popular sales books last year. This book is the sequel to the popular book “The Challenger Sale.” We review the book to determine how this impacts your sales strategy to drive revenue growth. Joining me in this discussion is my colleague Drew Kiran. Together we discuss the Challenger Customer and how training alone isn’t the answer. Listen as we discuss the merits of the book and how to form your sales strategy to win with buying decision teams.