The Challenger Sale: Taking Control of the Customer Conversation

Matthew Dixon & Brent Adamson

This was the first sales book I ever read - recommended by a mentor as I made the jump from recruiting into sales - and it immediately reshaped how I thought about selling. It made clear that in complex B2B sales, the best reps aren’t order takers or relationship smooth-talkers—they challenge the customer’s thinking, teach them something new, and lead with confidence. As financial markets shift and buying cycles get tougher, the principles in this book don’t just hold up… they become essential. And in a world where information and AI are readily accessible to both buyer and seller, how you show up is what separates the best of the best.

Read The Challenger Sale if you’re looking to:

• Train sellers to lead with insight, not just charm

• Win deals by reshaping how customers think about their problems

• Build a sales org that thrives in tough markets