This book argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. According to the authors, every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one - the Challenger - delivers consistently high performance. Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale. The reader can learn to identify the Challengers in his own organization, model its approach and embed it throughout the sales force. The authors aim to explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.