Managing B2B customers you can't afford to lose: How to create joint value with your strategic accounts
Peter Browne, Gary Peacock, "Managing B2B customers you can't afford to lose: How to create joint value with your strategic accounts"
eISBN: 0980778883, ASIN: B00KWW16R2 | 2014 | EPUB/MOBI | 285 pages | 4 MB/5 MB
From our experience the Top 10 to 20 accounts of any B2B organisation typically represent 60-80% of revenue and profit. We have seen cases as high as 95%. The consequences of losing one of these customers are dramatic, and in today's business environment it is almost impossible to replace these customers; your competitors will protect them at all cost.
Companies commonly retain customers the 'easy way': by discounting prices, by increasing rebates, by extending terms and by providing more for less.
This book shows a different way to manage your most important customers more effectively, and how you can drive the growth through your most important customers. So, your most important customers become a strategic asset instead of a strategic risk.
Includes these resources:
* The SAM framework
* Killer questions tool
* Online access to two customer audit tools
* Online access to an account segmentation tool
* Four detailed case studies, and many mini-case studies