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Here's a list of old episodes in date order! There have been some great conversations so feel free to binge them all!
Brent Adamson is a former Harvard professor turned Wall Street Journal award-winning author and sales researcher. He co-authored "The Challenger Sale" and "The Challenger Customer" with my former guest Matt Dixon, and these days is challenging us to concentrate on making products easy to buy, not easy to sell.
Here are some of the highlights of our discussion:
They did further research after the first book and identified a new protagonist, the "Mobilizer", who can be your best advocate within the company (but not a champion!)
It's getting more & more complicated selling into organisations, and the buying journey has become like spaghetti. Finding the "economic buyer" is no longer enough to land the sale.
If you're going after established demand and known solutions you're going to get dragged into a price-based bake-off. Challengers find unknown pains, challenge the status quo & break the frame
Buyer journeys are complex & some customers can be surprised when things get held up. But you're not, you've seen it all before! Give them the info they need to help close the sale from their side.
Being really insightful is table stakes. You need to be able to help your customers frame their decision and give them confidence in the decisions they're making for their company.
.. And much more!
I interviewed Brent's co-author and co-conspirator Matt Dixon about his work and how customer indecision is a critical problem for B2B sales. Check out the episode here.
Check it out on Amazon.
Check it out on Amazon.
You can hit Brent up on LinkedIn.
|John Cutler||Survive the Feature Factory by Applying Product Thinking to Product Thinking|
|Allen Holub||The Role of Product Management on Truly Agile Development Teams|
|Sarah Doody||Treating Your Career as a Product and Landing that Next Big Job|
|Dan Olsen||Adventures in Product Management|
|Melissa Perri||Escaping the Build Trap with Product Operations and Strong CPOs|
|Teresa Torres||Getting into the Habit of Continuous Discovery|
|April Dunford||Aligning your Positioning & the Myth of Product Market Fit|
|Marty Cagan||How to Build an Effective Product Organisation|
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