Matt Dixon on Teaching Your Employees to Sell

This episode of Built to Sell Radio features Matt Dixon, author of the global bestseller, The Challenger Sale. Dixon became the de facto leader of the sales training world when Neil Rackham, author of “SPIN Selling,” praised The Challenger Sale as “the most important advance in selling for many years.”

If you’re wondering how to get your people to sell as well as you do, this is your master class.

In this episode, you’ll learn how to:

  • Replace yourself as your company’s rainmaker.
  • Make your salespeople seem credible.
  • Avoid becoming commoditized.
  • Arm your salespeople with the answer to the most important question every seller must answer.
  • Differentiate your company on something more durable than “customer experience.”
  • Overcome customer indecision.
  • Productize a service business.
  • Become irresistible to an acquirer.

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