Your buyers from the top C-level echelon to lowly subordinates will stick buy you if you continue to meet their needs. Likewise, they will switch to competitors if you don’t. This means, if you want your competitors’ accounts, get to the c-level leaders and show them you can satisfy their needs and wants.
Two notes of caution:
- Never believe for a moment that by working with the subordinate/s only, you’ll maintain your business or break into your competitors’ accounts. Sure, you’ve done it before, but you were at the mercy of the subordinate to deliver your message and keep the top dogs satisfied. Once your competitor breaks into the C-Suite, or vice versa, you into theirs, the account is open for grabs.
- Price is never the issue at the top. Cost, affordability and profitability are. Price is what the lower echelon use to beat you up.
Therefore, to maintain your accounts is you must be constantly probing the top echelon as well as the lowly subordinates about needs and desires. This requires two very crucial tasks.