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Key Account Management, 5th Edition by Peter Cheverton

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23

Making the proposal

Proposals are opportunities to show that you have listened, and understood. Management consultants are often criticized for simply playing back to their clients what they were told at the briefing stage. If that is all they do then the criticism is fully justified, but if this is their preliminary ‘opening’, before the meat of the proposition, designed to show that they have listened and understood, then the only justified criticism might be of a certain lack of skill in their ways and means, not of their intentions.

Proposals come at all stages of the relationship. At the early stages they will tend towards demonstrations of understanding and suitability. At later stages they will become more specific and detailed, but ...

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