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In today’s complex business environment, sales professionals face an uphill battle.
Prospects spend only 17% of their time meeting with potential suppliers, preferring instead to conduct 27% of their research independently online.
They arrive at meetings already informed about features, benefits, and price points – yet paradoxically more confused than ever about what to buy.
The traditional relationship-building sales approach is faltering, especially in complex B2B scenarios where solution selling once reigned supreme.
This is the fundamental problem Matthew Dixon and Brent Adamson address in their groundbreaking book, “The Challenger Sale.”
