September 2024
Intermediate to advanced
260 pages
8h 42m
English
Content preview from Sales Management for Start-ups and SMEs
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Chapter 14 Account management What can we do to make sure our hard-won customers stay with us?
When do you need an account management strategy?
Hands up if you want to lose customers! Ok, there are maybe one or two that you wouldn’t mind losing, but for the rest, you probably want to keep them. And, since new customer acquisition is famously more expensive and difficult than selling to existing customers, most Small and medium enterprises (SMEs)/start-ups will benefit from an account management strategy to drive retention.
The need becomes more acute when you have 100s or 1,000s of accounts, because then the cost of servicing them all is high, and you will face choices about which ones to prioritise for the ...
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