This business-to-business sales guidebook teaches representatives that being assertive and challenging clients' assumptions will lead to more sales.

Forget what you've been told; the customer is not always right.

Classic relationship building takes power out of your hands at the negotiating table; it's time to re-think.

Your sales force should not be willing to bend over backward to make a deal or appease your clients.

The modern sales landscape doesn't need yes-men, but assertive and educated sales reps that challenge client assumptions about their business.

Matthew Dixon and Brent Adamson are sales experts, executive advisors, and directors of the Corporate Executive Board's Sales Executive Council in Washington, D.C.

The Challenger Sale is a business-to-business sales tactics book for those looking to increase performance individually or across the sales force.

Drawing from studies of thousands of sales reps across dozens of industries, Adamson and Dixon illustrate the benefits of creating a proactive, educated, assertive salesforce and provide steps to challenge the customer and make the deal.