04
What is a key account?
Perhaps you have key accounts already. So how have they come by that name?
- Are they just the big ones?
- Are they the ones growing the fastest?
- Are they the ones that shout the loudest?
- Are they the ones you mustn’t lose?
- Are they the ‘jam tomorrow’ customers, the ones that offer future profit?
- Are they the ones you want your staff to focus on – to look after the very best?
- Are they the ones where extra effort will bring extra returns?
- Are they the ones that challenge you and improve you?
- Are they the most successful players in their own markets?
- Are they the ones that will bring you kudos with others?
- Are they the ones that will take your business where you want it to go?
- Are they the ones you would most like to ‘steal’ ...