Most business-to-business companies have key account customers and it is essential to secure continuous business from those customers. The ideal outcome is to build relationships with the right decision-makers at different levels in their organization so that you become their preferred collaborative partner. This requires a clear key account strategy and a different understanding of what can bring superior value to the customer.
It is not just about your key account team dealing with the usual buyers. You also need to influence other decision-makers and external stakeholders.