The Challenger Sale cover art

The Challenger Sale

How To Take Control of the Customer Conversation

 Preview
Get this deal Try Premium Plus free
Offer ends 29 January 2026 at 11:59PM GMT.
Prime members: New to Audible? Get 2 free audiobooks during trial.
Just £0.99/mo for your first 3 months of Audible.
1 bestseller or new release per month—yours to keep.
Listen all you want to thousands of included audiobooks, podcasts, and Originals.
Auto-renews at £8.99/mo after 3 months. Cancel monthly.
Pick 1 audiobook a month from our unmatched collection - including bestsellers and new releases.
Listen all you want to thousands of included audiobooks, Originals, celeb exclusives, and podcasts.
Access exclusive sales and deals.
£8.99/month after 30 days. Renews automatically.

The Challenger Sale

By: Matthew Dixon, Brent Adamson
Narrated by: Matthew Dixon, Brent Adamson
Get this deal Try Premium Plus free

£8.99/mo after 3 months. Cancel monthly. Offer ends 29 January 2026 at 11:59PM GMT.

£8.99/month after 30 days. Renews automatically. See here for eligibility.

Buy Now for £12.99

Buy Now for £12.99

LIMITED TIME OFFER | £0.99/mo for the first 3 months

Premium Plus auto-renews at £8.99/mo after 3 months. Terms apply.

About this listen

Brought to you by Penguin.

THE INTERNATIONAL BESTSELLER: OVER HALF A MILLION COPIES SOLD

Matthew Dixon and Brent Adamson share the secret to sales success: don't just build relationships with customers. Challenge them!


What's the secret to sales success?

If you're like most business leaders, you'd say it's fundamentally about relationships - and you'd be wrong. Matthew Dixon, Brent Adamson, and their colleagues at CEB have studied the performance of thousands of sales reps worldwide.

Their conclusion? The best salespeople don't just build relationships with customers. They challenge them.

Any sales rep, once equipped with the tools in this book, can drive higher levels of customer loyalty and, ultimately, greater growth. And this book will help them get there.
______________

'If you wish to become a better sales person, buy and read this book and when you have finished buy The Challenger Customer and read that!' Amazon Reader Review

'I have been in enterprise software sales for 6 years and can relate to so many scenarios described in the book. I have already noticed significant results and improvements' Amazon Reader Review

© Matthew Dixon and Brent Adamson 2012 (P) Penguin Audio 2022

 Career Success Consumer Behavior & Market Research Customer Service International Marketing & Sales Sales & Selling Marketing Business Management Success

Listeners also enjoyed...

 Gap Selling: Getting the Customer to Yes cover art
New Sales. Simplified. cover art
The Little Red Book of Selling cover art
The JOLT Effect cover art
Always Be Qualifying cover art
The Innovative Sale cover art
Fanatical Prospecting cover art
$100M Leads cover art
Predictable Revenue cover art
The Ultimate Sales Machine cover art
Sell or Be Sold: How to Get Your Way in Business and in Life cover art
The Sales Bible cover art
The E-Myth Revisited cover art
Snap Selling cover art
Same Side Selling cover art
Always Be Closing cover art

Critic reviews

Read it, think about it, implement it. You, and your organization, will be glad you did
"The Challenger Sale breaks the winning elements of this powerful approach into a set of teachable skills that can take even a top sales team to a new level of results delivery
'This is a must-read book for every sales professional. The authors' groundbreak­ing research explains how the rules for selling have changed-and what to do about it. If you don't want to be left behind, don't miss this innovative book that provides the new formula for selling success
'Groundbreaking, timely, and disciplined research presented in a way that is both intuitive and completely actionable. It has already had an impact on our organization by creating a customer lens that enhanced our sales recruiting, hiring, training and deployment
'The Challenger Sale shows you how to maintain control of the complex sale. The output of this superbly researched body of work is that you will know how to better differentiate your organization, your offering and yourself in the mind of the customer'
'There is a healthy dose of constructive tension throughout this brilliant book. Tension that will bring insight and clarity into how customers buy today and how your sales team must sell. If you are seeking to raise the bar in your sales orga­nization, The Challenger Sale is a must-read'
The most important advance in selling for many years. (Neil Rackham, author of SPIN Selling)
All stars
Most relevant
Really useful insight on reframing the sale process and perspective. Well worth your time

Great book strongly recommend

Something went wrong. Please try again in a few minutes.
Honestly, could have fit everything into half an hour story. Too general, didn’t find it useful at all.

Too general

Something went wrong. Please try again in a few minutes.
I am a lone wolf, however this book made me realise I was an inactive challenger, I used the TTT technique in a few pitches and they were drastically different. This book is a MUST if you want to up your skill set.

I did not even realise I was an inactive challenger.

Something went wrong. Please try again in a few minutes.
Some decent content but a lot of this is simply common sense for anyone who’s worked in sales
Probably could have got by with a condensed version

Not the best narration

Something went wrong. Please try again in a few minutes.
I have used the challenger process for several years but the book is more like a advert for training courses and spends too much time stating “this report by XYZ consulting showed 38% of customers/sales people/managers thought that….. it is also very repetitive

Limited learning

Something went wrong. Please try again in a few minutes.
See more reviews