Managing B2B customers you can't afford to lose : how to create joint value with your strategic accounts (book)

Authors: Peter Browne, Gary Peacock ; editors, Jill Thain, Michael HuttonFrom 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. This book explores: How markets are changing, Why companies need to treat their strategic accounts differently, How to successfully implement Strategic Account Management (SAM) and How to create more value and build sustainable relationships with key accounts.Read this book in the Business Studio