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The challenger sale10/13/2023 ![]() ![]() ![]() One of the authors, Nick Toman, gave a quick-fire introduction to the fascinating research into B2B buying behaviour that led to the breakthrough thinking encapsulated in the book.īut just as interesting was the subsequent panel discussion featuring representatives from some of the UK’s largest and most respected corporations, describing the lessons they had learned from putting the principles behind the author’s previous book “The Challenger Sale” into practice. I attended the UK launch event for “The Challenger Customer” yesterday ( you can read my review of the book here).
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