In these challenging times these words hold much truth!

However, instead of spending every waking moment trying to figure out the next big market that will need answering service or what SIC code to drop 500 - 5000 mailings so they get there on a Tuesday it might be beneficial to look inside your existing client base for growth potential.

Your account database is one of your biggest assets, and it is imperative that you manage each account to its fullest. The fastest way to grow is to cultivate your current clients through an "Account Management" process.

Account Management converts concepts such as CRM, cross-sell, up-sell, into practical actions. It employs a more strategic approach to each client relationship versus a tactical (1 sales at a time) approach.

The following information is a sampling of possible tactics that might be employed specific to implementing "ACCOUNT MANAGEMENT" strategies.

• Account Management starts with establishing a complete profile and a total understanding of the entire account - knowing their people, their roles, their business objectives, etc.
• Identify your top 20% of accounts by revenue and strategic importance
• Conduct a comprehensive account review each of these accounts

• Understand the client's industry trends, their market and value proposition and what their concerns are

• Develop individual client strategies

• Assign accounts to appropriate sales channel

·         Create a link between the existing, "good" business and new business leveraging knowledge and success

It is critical to remember that this process also "closes the back door" where your competition is trying to walk through by identifying needs and opportunities that you are not fulfilling.