Use a good account planning process
So, you have a small number of key accounts and, let us say, an account manager responsible for each of them or all of them. You need to get the account manager and the team to produce a plan to ensure and exploit that long-term relationship. The ‘bible’ of the account manager is the Key Account Plan, or whatever you choose to call it.
A planning session starts from a vision or mission. We want to change, possibly dramatically, a part of the world to our vision of it. The mission could be very broad or very focused; but it gives the starting point of the plan.
Examples of planning team mission statements could look like this: