... Finally, Challengers are comfortable discussing money and can, when needed, press the customer a bit. In this way, the Challenger takes control of the sale. These are the defining attributes of the ... W. W. Grainger, Inc.LIBRARY OF CONGRESS CATALOGING IN PUBLICATION DATA Dixon, Matthew, 1972– The challenger sale : taking control of the customer conversation / Matthew Dixon and Brent Adamson. ... properly engagewith the right stakeholders on the customer side—an important part of taking control of the sale. A NEW WAY FORWARD In this world of dramatically changing customer buying behavior...