I started reading Blue Ocean Strategy. Although its intent is different, it applies directly to account management and selling them more. It's what I preach and teach - Investigative Selling on steroids.
The premise is that you have to develop value innovations that create new market space (or in the selling context, new sales opportunities) where you/your company can flourish. That is, get into the heads of senior managers in your key accounts and find out what they value. In other words what are they willing to pay anything to have? For tips on how to do this see: https://www.sammanfer.com/Articles%20and%20PDF's/More%20Market%20Share%20is%20Two%20Questions%20Away.html
Once you know what these senior managers really value, you can start your creative juices flowing to figure how to give it to them. Then if you do give them their desires, you’ve got all the access, referrals and sales you’ll be able to handle. You may have to merge totally diverse services that don’t have to provide this value. It’s not about repackaging your stuff, but rather merging very strange products and services together to create something new.
For example, let’s say you provide out-sourcing for food, maintenance, or engineering and the senior managers of your key account are wishing they could get more customers for their electronics. Now, what if all your customers had a similar problem with their respective products/services? What could you put together that brings them more revenue, works great, and cost you very little? Here’s a thought. Hire me to manage or initiate their sales process. They pay you nothing until their sales reach some level and then they pay you a lot. The sooner the sales hit the desired level the more they pay. That’s value innovation.
The key to value innovation is that you can not assume to know what senior managers value. You’ve got to ask i.e. Investigative Selling - see my book Take Me To Your Leader$. We’ll continue this in future postings.