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Key Account Management, 5th Edition by Peter Cheverton

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09

Decision mapping and contact strategies

Remember Ken Reilly from the opening pages? He was calling on a key account and he had a good story to tell, but he was telling it to the wrong person. His contact strategy appeared to consist of ‘sweet talking’ secretaries.

The supplier has a daunting task when facing up to a key account: who to talk to in an organization that may positively blossom with departments, functions, sites and ever-changing job titles. The path to the real decision makers can seem like a maze, only most customers will not allow you the luxury of exploration; there are no second chances if you take the wrong turning.

And then the customer does you a favour, it seems, by making it easy for you, by supplying someone called ...

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