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Digging Holes

Building strong relationships with key accounts and growing a book of business is hard enough as is. And the larger our book becomes, the higher the expectation for growth—in spite of the fact that to grow at the same rate becomes harder and harder due simply to the amount of dollars that must be added to an increasingly large book. That is one of the toughest parts of strategic account management. And now, with turnover and force reductions so prevalent, some account managers are taking on even larger books of business, putting some of us in tough positions.

The last thing we need to do is dig deeper holes for ourselves.

But, when we don’t take care of customers, lose our customer focus and allow them to detach from us, that is exactly what we are doing—digging a hole that we must crawl out of just to get back to even. One of the most effective ways to avoid digging these holes is to employ customer strategies to listen to your customers and help them succeed.

Listen to your customers’ issues and try to help them. Too often we are focused on what we have to sell them rather than on trying to help them solve their issues. Helping them achieve their goals will always work out for you.

So, no more digging holes! Unless your customer needs a hole.

About the Author

Phil Bounsall

Phil Bounsall

As president at Walker, Bounsall is focused on the development and execution of strategies and operating plans designed to enhance Walker’s position as a global leader in customer intelligence. Bounsall also works with Walker’s client service teams to help meet the needs of Walker’s clients.

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