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Key Account Management, 5th Edition by Peter Cheverton

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20

The customer’s total business experience

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 ...

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