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Key Account Management, 5th Edition by Peter Cheverton

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31

The skills required

We come now to what I once heard a senior manager dismiss as the ‘soft stuff’, as if it was a minor frill placed on top of the ‘far more important’ tools and processes. I would rather call it the ‘hard stuff’, inasmuch as it is one of the hardest parts of the whole KAM package to get right, and without the right skills in place no amount of tools or processes will advance you an inch.

There was a time when the question of what skills are required was asked only of the KA manager. Many an HR manager was given the impossible task of tracking down the kind of superhero capable of handling every part of the task, solo. The error made was in thinking the KAM task a simple extension of the traditional sales task.

The following ...

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