Successful Large Account Management

For most businesses, several large accounts represent a huge proportion of total turnover. Yet, because of other accounts, staff shortages, or the sheer difficulty of managing a big account, they are seldom given the attention they deserve. This has obvious dangers, chiefly that the account is not run as profitably as it could be, and that the general sense of neglect may well lead to it being poached by competitors. This study analyzes the various problems of large account management, and proposes a series of straightforward and easily replicable solutions. It focuses particularly on the need not only to maintain key accounts, but also to develop them to the maximum extent - a shift in emphasis made possible partly by the better planning and allocation of staff time.