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Key Account Management, 5th Edition by Peter Cheverton

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25

Joint planning

To repeat a comment from the last chapter: KAM is not something that you do to a customer, it must be done with the customer. This is not always easy, particularly if the customer presents you with a combative buyer.

This immediately raises a vital question: if we wish to go in for some form of joint planning, who will we do this with? Just as our desire to influence the decision-making process means that we must go beyond the buyer, so must our desire for joint planning involve going beyond the buyer. Joint planning should be done wherever possible with those that have the problems to be solved, and will enjoy the benefits of our solutions.

It becomes clear that this is more than a conversation between seller and buyer across ...

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