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Key Account Management, 5th Edition by Peter Cheverton

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07

Knowing the people, knowing your value

Decision Mapping – the opportunity snail’

The last chapter urged key account managers to invest time in looking beyond the entities with which the traditional sales professionals spend their time – the immediate customers. This chapter urges them to look beyond the people that the traditional sales professional will spend most of their time with – the buyers.

It is no great surprise that, without an active plan to do otherwise, customer contacts tend to settle down to a few regular meetings with the same faces. Most commonly these are faces within the purchasing department. The feeling of comfort and stability that this can bring is dangerously illusory: when the face changes so can your fortune. Genuine ...

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