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Key Account Management, 5th Edition by Peter Cheverton

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24

The key account plan

And so we come to the least loved part of the KAM model and process. I know KA managers who genuinely enjoy the challenge of customer business analysis, who get a buzz from the matchmaking of relationship management, and who gain deep satisfaction from the delivery of a compelling value proposition, but I am yet to meet the KA manager who honestly enjoys writing key account plans.

It is no suprise that the ‘hunter’ postpones the task for as long as possible, but even the ‘farmer’ needs significant encouragement to get the task done. So how about this for motivation? Writing the key account plan is about making an agreement with your boss: the plan shows you know what you are doing, and how you will do it, so in return ...

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