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Matt Dixon on Teaching Your Employees to Sell

Matt Dixon

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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About Matt Dixon

Matt Dixon is a leading authority in sales and customer experience, renowned for his pioneering research and insightful contributions to Harvard Business Review.  

As a founding partner of DCM Insights, a consultancy specializing in data-driven strategies for customer growth, he has made significant strides in transforming how businesses engage with their clientele.  

His books, including “The Challenger Sale: Taking Control of the Customer Conversation,” a global bestseller translated into multiple languages, have revolutionized sales methodologies.

Notable among his publications are “The Effortless Experience: Conquering the New Battleground for Customer Loyalty” and “The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results.”  

Matt’s expertise extends beyond academia as he has held executive positions in esteemed companies such as Tethr and Korn Ferry Hay Group.  

A sought-after speaker and advisor, he has shared his insights with audiences worldwide, including Fortune 500 companies. Matt holds a Ph.D. from the University of Pittsburgh and a B.A. from Mount Saint Mary’s University. He resides in the Washington, D.C. area with his wife and four children. 


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