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. The Challenger Sale (hereafter Challenger) is a selfconsidered advancement in value-based selling (Dixon and Adamson, 2011). The approach caught the critical attention of the selling profession and academia (Rapp, Bachrach, Panagopoulos, and Ogilvie,…