![](https://a4kam.org/wp-content/uploads/2023/08/White-300x200.jpeg)
Is trust in KAM obsolete?
This article is part of Scott Waugh’s MA research (full text also available on this page), exploring the Challenger Selling approach, which asserts that customers can endorse wholesale business change without the need for a pre-established relationship, or trust. It might be possible, but generally customers were looking for credibility, commitment and consistency and a host of other attributes…