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.


It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year. 


Historically sellers go to one buyer at a time in a buying decision team to seek a ‘yes’ from each.  The seller works to get a series of yeses from the buying decision team. Often the seller focuses on buyers who are most receptive. The problem is that every buyer has a different lens for how they view and want to solve a problem.  There are only a few buyers with the credibility and will to challenge their peers to go beyond the status quo.   


We examine the impact the book can have on sales. Specifically, we will discuss how this book applies to competitive differentiation. Too often sales teams end up competing on price. To overcome this issue, we’ll explain why you must understand the difference between strategy and tactics. And why you must look at your overall sales strategy when solving your sales problems.


Next, we will review how to apply “The Challenger Customer” to your organization. We’ll discuss the changes in buyer dynamics, and the concept of the buying decision team. We’ll walk through the importance of strategic alignment, both internally and with the external marketplace, and how to ensure your strategy aligns with these new buyers.


We’ll wrap up the show by discussing how this successful book can help you adjust your sales strategy to make your number. Listen as we review the book and explain how to build your sales strategy.


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Andrew Urteaga

Helps motivate clients to design and implement new sales and marketing strategies so that they stay on track to make their number.

Clients describe Andrew as an industry thought leader. He has deep experience as an executive, having served in multiple positions as a sales leader, with a track record of outstanding performance in F500 companies.


Prior to joining SBI, Andrew held the position of VP of Sales at Avis Budget Group where he was responsible for sales and marketing leadership. He also held a variety of positions with Cintas Corporation, a Fortune 500 multi-national company, including key quota carrying positions in the sales force from sales rep through to executive leadership.


Andrew’s work has included everything from lead generation, campaign planning and sales process to designing complete sales management coaching programs and new compensation plans.

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