Assume that your company, which sells paper products, has 60 percent of the business at your

largest account. What factors would make it relatively easy for you to get a larger share of that
customer’s business, and what factors would make it harder?

Factors to help get a larger share of the customer’s business.

 Personalized product offerings: Since we already have 60% of the client’s account, we
can use CRM software to study their historical purchase data and determine what
products/offers will be most appealing and relevant to them.
 Investment in R&D to boost innovation and quality, which would enhance a diverse
portfolio.
 Special incentives for key accounts such as this one, like rewards, more discounts, longer
payment cycle, reduced order fulfillment time, effortless returns, etc.
 Strengthening customer relationship with personalized follow-ups. A satisfied customer
would likely provide more share of their business, and chances of losing out to
competitors are reduced.
 Listening actively to the client about what they want, their experience so far with your
company, and providing them with value-added strategies to meet their needs. Bridging
the expectancy and communication gap between the company and the client is the key.
Factors that would make it harder to get a larger share of the customer’s business.

 Over-promising and under-delivering, inconsistency in services, slow service time

cycles, and consistently failing to meet customer’s experience.
 Pushing too hard to increase the customer’s business share in the company and using
aggressive sales tactics on them. It is advised to never push a product/service on the
customer that they do not need or cannot add value to their business.
 Failing to adapt to customer’s needs and the market scenario will lead to losing your
client to your competitors.
 Poor customer service experience and failing to build a long-term staff-client
relationship based on trust.
 Client’s reluctance to rely on a single supplier.
 Lack of appropriate, timely follow-ups: Out of sight; out of mind.
 Make complaint-resolution a painful process.