Why existing customers are vital to an account manager

Selling to existing customers is always vital but how do you ensure that the effort from a new sales push is not being wasted? According to research from the AskForensics Knowledgebase, highlighted in an article from the Harvard Business Review, you need to look at four key areas. These are gaps that can develop in the customer relationship that need to be addressed in order to ensure future key account success. ‘Improving training of frontline staff’ is seen as vital. Sales managers need to remember that your customer comes into contact with frontline employees more often than they do with the sales teams. Responding to customers needs timely and with proactive ideas showing that you understand their business is also important. Finally, make sure you understand your customer needs. They can change frequently in a difficult market. For more on the importance of looking after loyal customers see the article at http://blogs.hbr.org/cs/2012/07/to_sell_more_focus_on_existing.html