Figure 6.5 Visualization of different KAM relationship types
Each one of these relationship types is now described in more detail.
Figure 6.5 shows an exploratory, pre-trading phase, which is all about exploring the customer’s needs.
The first, ‘Exploratory’, is all about pre-trading and exploring the customer’s needs. The seller certainly needs to be patient at this stage. ‘Basic KAM’ looks like the well-known ‘bow-tie’ type of relationship. You have some business, but so do your competitors. It is a bit like the docking of a space station and a spacecraft – not very stable and if either ...
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