“There are strategic accounts that will organically grow without proactive effort. Every account is strategic but you don’t have the time to grow them in terms of the way in which top performers do versus the rest. I think it’s a big mistake up front by trying to go for it all, because you end up winning less,” says Andy Springer, the Chief Client Officer at RAIN Group.
In this episode, Andy joins Alex Raymond to talk about the game-changing power of focusing on fewer, high-potential accounts. Why spread your resources thin when doubling down on the right clients can yield far bigger returns? Andy reveals how top-performing account managers know the value of strategic account selection—choosing which clients to grow proactively and which will thrive organically.
Andy also shares a fresh perspective on segmentation: how well do you really know your clients? The more you understand their goals and challenges, the more you can build trust and position yourself as a true partner, not just another vendor. Andy walks us through the essential roles of an account team, the importance of a flexible, evolving account plan, and why becoming a client’s trusted advisor can be the key to unlocking hidden growth.
Are you ready to rethink your approach and unlock the “ridiculous upside” within your accounts?
Quotes
- “What we find also separates those who outperform versus those who don’t in strategic account management is one very simple thing: it’s the accounts that they select to grow… As a practitioner, when you’re in, and when you’ve engineered the success in terms of shifting that dial to take someone from the rest to top performance, you go for less, you win more.” (06:48 | Andy Springer)
“There are strategic accounts that will organically grow without proactive effort. Every account is strategic but you don’t have the time to grow them in terms of the way in which top performers do versus the rest. I think it’s a big mistake up front by trying to go for it all, because you end up winning less.” (09:30 | Andy Springer)
“Top performers see account planning as a dynamic. The rest see it as a linear annual event.” (30:15 | Andy Springer)
“The bigger the org, the more complex it is. The more demands that they put on really important people like you who help generate future growth and sustain current revenues for the business—it’s critical.” (45:25 | Andy Springer)
Links
Connect with Andy Springer:
Website: https://www.rainsalestraining.com/
LinkedIn: https://www.linkedin.com/in/andyspringer/
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
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