Developing Strategic relationships with major customers to grow the opportunity-Developing Strategic relationships with major customers to grow the opportunity

Developing Strategic relationships with major customers to grow the opportunity

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Video Summary

Martin Hill, Managing Director of Sandler Training West Midlands, delivered a webinar on how to grow and manage existing client accounts. He explained that retaining and expanding current clients is usually more cost-effective than acquiring new ones, and stressed the need for consistent service, strong relationships, and strategic account planning.<br /><br />Key themes included the CARE model: Keep, Attain, Recapture, and Expand. The session focused especially on Keep and Expand clients, encouraging regular portfolio review, account segmentation, and clear action plans. Martin outlined ways to expand accounts by selling more of the same, introducing new services, increasing footprint across the client’s business, or leveraging client networks for referrals.<br /><br />He emphasized the importance of knowing the client deeply: understanding decision-makers, influencers, pain points, competitor activity, share of wallet, and satisfaction criteria. He also shared practical tools such as account maps, services matrices, and account development plans.<br /><br />Martin highlighted two types of review meetings: CESAR meetings with senior executives to strengthen strategic partnerships, and RECON meetings to review performance, identify opportunities, and agree next steps. The main message was clear: build trust, stay proactive, and use structured reviews to drive long-term client growth and retention.

Keywords

client retention

account management

account expansion

CARE model

strategic partnerships

account planning

client relationships

review meetings

sales growth