We welcome sales expert Matt Dixon to Beyond Potential. Co-author of multiple bestselling books, including The Challenger Sale, The Challenger Customer, The Effortless Experience and The JOLT Effect, he joined us to discuss the research from his new book, The Activator Advantage. Using findings from a comprehensive study of almost 3,000 service partners, Matt discussed the five types of partners found across professional services and how the attributes of one of them, 'The Activator', consistently drives growth. He discussed the decline in client loyalty, the reasons why, and how the Activator still succeeds, giving real examples of ways they outshine other types, including in the art of the pitch. It's a must-listen for anyone focused on engaging and winning clients. Follow Matt on LinkedIn. Find out more about Matt's work on his website and DCM Insights website