From 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.
