ABSTRACT
This chapter will consider what buyers require from their interactions with the selling organisation. Relationship management has previously been explored in some depth and various ideas of how positive sales relationships can be achieved and maintained have been developed. However, this has led to a ‘one size fits all’ mindset that may be overservicing some customers and underserving others. This chapter will consider the advantages/disadvantages of relationship management and key account management and will explore the possibility of identifying the different types of relationship/interaction that the customer needs to deliver stronger customer value proposition. Four interaction categories have been identified that allow the selling organisations to align their messages and activities to the customers’ requirements, enabling them to fulfil or exceed the customers’ expectations.
