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Podcast episode about buying behavior

Encore: Challenger Sale Author, Brent Adamson, Talks Surgeon Buying Behavior

January 8, 2024
Zed Williamson

Physicians can’t be expected to know everything while they’re tirelessly doing what they trained their whole lives to do – save lives. That’s where world-renowned researcher Brent Adamson, co-author of bestselling books The Challenger Sale and The Challenger Customer, comes in.

In this encore episode, sponsored by Alpha Sophia, Brent shares how the role of salespeople continues to change. In the interview, we discuss how salespeople can close more deals simply by making it easier for the customers to understand all available options more clearly, the layers behind decision-making that impacts sales, and the dimensions of struggle that every customer struggles with.

Join us for more on:

  • How sales reps can differentiate themselves by providing more clarity
  • How to provide customers with the confidence to make decisions
  • Buying group alignment and how it impacts sales
  • The dimensions of struggle for customers and how to overcome them
  • Knowing a customer’s business better than they do


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