This article is by Matthew Dixon and Brent Adamson. They are managing directors at CEB and co-authors of The Challenger Sale. It’s natural for salespeople to want to be nice to their customers.

He is a coauthor (with Brent Adamson, Matthew Dixon, and Pat Spenner) of The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. Explore HBR HBR Store About HBR ...

He is a coauthor (with Brent Adamson, Matthew Dixon, and Pat Spenner) of The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. Explore HBR HBR Store About HBR ...

Consumers want results—not sympathy. by Matthew Dixon, Lara Ponomareff, Scott Turner and Rick DeLisi Think about the last time you flew. When you checked in, did you use a self-service option ...

Most sales and service organizations have invested more time and effort in the past five years in improving managers’ coaching of reps than they did in the previous 50. This makes perfect sense ...