Monday, April 22nd, 2024

Do you need trust to challenge?

In this dissertation from an MA SALES MANAGEMENT programme in 2017-18, the author explores the extent to which trust is important when applying the Challenger Selling approach. Abstract Challenger Selling was a new sales approach that was popularised in a 2008 Harvard Business Review article by Matthew Dixon and Brett Adamson. They published the Challenger Sale book in 2011, and…