Interview with Matthew Dixon - The Challenger Customer

Finding and Selling to a Hidden Influencer

Finding and Selling to a Hidden Influencer

By John Jantsch

The Challenger Customer

Marketing Podcast with Matthew Dixon

The way people buy has changed just about everything about sales and marketing today.

The way people buy in B2B has grown so complex that just understanding the buying landscape is half of the battle.

My guest today for the Duct Tape Marketing Podcast is Matthew Dixon, co-author of The Challenger Customer: Selling to the Hidden Influencer That Can Multiply Your Results. We talk about influencers, why they matter to your marketing goals, and how to reach them for the best results.

In his previous work, the Challenger Sale, Dixon and his co-authors presented research that overwhelmingly suggested a new way to prospect and sell and even a new way to view sales hiring.

In this addition to the Challenger series, they talk about the need to identify and work with the “hidden influencer” in every B2B selling environment.

Questions I ask Matthew:

  • What is a hidden influencer?
  • How do you identify and engage a hidden influencer?
  • How does a salesperson insert themselves in the customer journey earlier?

What you’ll learn if you give a listen:

  • How buyers have changed, and how salespeople must change with them.
  • How to approach businesses that use network-based decision-making.
  • The different groups of stakeholders to identify.

Podcast
Why Your Site Must Switch to HTTPS (And How to Do It)
Marketing Podcast with John Jantsch on HTTPS Every website in the world is carried across a protocol known as HTTP. Recently, though, we’ve seen more and more websites switching over to HTTPS, which is the secure version of that same protocol. A site that is carried on HTTPS is encrypted, meaning that all of the […]
Podcast
What Sport Can Teach Us About Business
Marketing Podcast with Alan Stein, Jr. Podcast Transcript Today’s guest on the podcast is Alan Stein, Jr. He is a corporate performance coach, speaker, and author of the book Raise Your Game: High Performance Secrets From the Best of the Best. Stein began his career as a basketball performance coach for some of the most elite athletes […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x