Brent Adamson, co-author of The Challenger Sale and The Challenger Customer, presented at the IES on September 15 to an overflow crowd.

IES member Dawna Newcomb published a comprehensive overview of the key points Brent made in her excellent LinkedIn post.

She summarizes Brent’s key messages.

  1. Give up on the fantasy of winning a science or technology game
  2. Accept that your customer’s dysfunctional buying process is now your problem
  3. Continually ask: What are we doing to make the buying process easier?
  4. Become a Buying Coach and Consultant – and know the difference
  5. Avoid Premature Elaboration
  6. Communicate what you have learned from other clients during the buying process

If you’d like a copy of Brent’s presentation, send an email to the IES.