The chapters in Part VI of this book deal with what is, or should be, the culmination of all the efforts of KAM described so far: the value proposition. All the efforts taken to build a deep and broad relationship, to understand the customer’s market and business, to identify and match their values and their drivers, all of this is to help us develop a better, a more appropriate, and a more rewarding value proposition.
Figure 20.1 reminds us of the place of the Value Proposition in the KAM model.
Figure 20.1 The KAM model: the value proposition
Being in front of the right people will avail us little ...