other / built
The Challenger Customer
“Yeah, we wrote a sequel to The Challenger Sale called The Challenger Customer. In that book, we talk about a case from a company called Dentsply.”
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Matt Dixon
Published podcast speaker
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- 13
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- 1
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What Matt said.
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01 / prediction
Those are all status quo preference reasons, but it turns out those are only 44% of the no decision losses, 56% of no decision losses are customers who want to buy but can't buy because they're stuck in this no man's land of indecision, and that indecision itself stems from their fear of failure, which you put your finger on earlier, and this is the part I found so fascinating, so we dug into the psych research.
“Those are all status quo preference reasons, but it turns out those are only 44% of the no decision losses, 56% of no decision losses are customers who want to buy but can't buy because they're stuck in this no man's land of indecision, and that indecision itself stems from their fear of failure, which you put your finger on earlier, and this is the part I found so fascinating, so we dug into the psych research.”
- Speaker
- Matt Dixon
- Publisher
- Lenny's Podcast