Stop Scrambling. Dominate Your Markets with These 6 Steps

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You’re leaving money on the table.

And you don’t even realize it.

Your team doesn’t realize it.

But your competitors do. And they are capitalizing on your mistakes.

Again, again…and again.

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In this week’s newsletter, we are going to break down how you can leverage your existing accounts to find new opportunities, develop even more relationships, and build your pipeline with higher hit rates.

You don’t build empires by playing a volume game; you build them by doubling down on what’s already working. Strategic account growth isn’t just a tactic—it’s the smartest, fastest way to dominate your market.

Let’s dance.

Why Should I Care About This?

It’s easy to get caught up in the race for growth. The thrill of landing that next big deal or impressing a new client can feel like a win, but at what cost? Chasing new accounts is expensive, time-consuming, and—here’s the kicker—often unnecessary. Here’s the reality: Your current accounts hold more potential than you realize.

Consider this:

• Retaining current customers costs 6-7x less than acquiring new ones. That’s budget you could reinvest into growing your business instead of pouring it into endless prospecting.

• Repeat customers spend 67% more than first-time buyers. Why? Because they already trust you, and trust opens the door to bigger opportunities.

• 60% of companies admit they’re underperforming in generating revenue from strategic accounts.

• Look at your profit - Increasing your customer retention by profit by 5% can increase your profits by as much as 25 or more.

Here’s what that means: The competition might be asleep at the wheel. While they’re busy hunting new business, you have the chance to solidify relationships and become an irreplaceable part of your customer’s success.

The question isn’t if you should grow your accounts. It’s how much-untapped potential you’re willing to leave behind if you don’t.

Second Touch - Turn Up the Volume on Value

Let’s get practical. Growing your strategic accounts isn’t about luck or hope—it’s about taking deliberate, consistent action.

Here’s a roadmap that works:

1. Select the Right Accounts 

   1. Not every account deserves your focus. Some clients are transactional; others are transformational. Identify the ones with the potential to grow alongside you—clients who view you as a partner, not just a vendor. Look at their buying history, their future needs, and their alignment with your strengths.

   2. Think of this as pruning a tree. By focusing your energy on the branches with the strongest growth potential, you’ll see the entire tree flourish.

2. Know Their Business,

   1. Cold When was the last time you sat down and really understood your client’s world? I’m not talking about their last order or quarterly goals—I mean their big-picture vision. What markets are they trying to dominate? What challenges are keeping their CEO awake at night?

   2. If you want to grow their account, you need to position yourself as someone who doesn’t just know their business but anticipates their needs. Study their industry. Read their annual reports. Follow their executives on LinkedIn. This isn’t just homework—it’s how you become indispensable.

3. Build Deeper Relationships 

   1. Here’s the hard truth: If you only know one or two people at your client’s organization, you’re playing a risky game. People change jobs. Relationships shift. You need a network, not just a contact.

   2. Make it your mission to know everyone who influences the buying decision. From the procurement officer to the end user, build rapport and trust. The more friends you have, the more secure your position becomes.

4. Master Your Full Offering 

   1. You can’t sell what you don’t know. How many times has a client gone elsewhere for a solution you could’ve provided—simply because they didn’t know you offered it?

   2. Take the time to master your full suite of products and services. Know how each offering solves a problem, how it aligns with your client’s goals, and how to position it in the most compelling way.

5. Implement a Winning Process 

   1. Growth isn’t a random act; it’s a disciplined process. Map out how you’ll engage your strategic accounts. Create a cadence for check-ins, updates, and growth discussions. Build a framework that ensures no opportunity slips through the cracks.

   2. This process isn’t just for you—it’s for your clients, too. Show them that you’re proactive and intentional about driving value. It’s a signal that you’re invested in their success.

6. Execute Relentlessly

   1. Strategy is useless without action. You can have the best plan in the world, but if you’re not putting it into motion, it’s worthless. Make a commitment to follow through, to hold yourself accountable, and to measure your results.

   2. Growing your accounts isn’t a one-time effort—it’s a relentless pursuit of excellence.

How This Helps You Win

Let’s just dive right into it. Imagine this:

• You’re no longer scrambling for new leads every quarter. Your pipeline is steady, reliable, and predictable.

• Your clients view you as a trusted advisor, not just a supplier. When they think about solving a problem, they think about calling you.

• You’re maximizing the lifetime value of each account, turning every dollar of effort into exponential returns.

But it’s more than just financial. Winning with strategic accounts is about building something that lasts—relationships that stand the test of time, partnerships that weather challenges, and a reputation as the person who always delivers.

Companies that dominate don’t just sell products; they create ecosystems of trust and collaboration. That’s how you win

Listening Session

Host a listening session with your Account Manager, Business Development Manager, or main point of contact on the account.

Why? They live it every day, you can offer free eyes and ears. And you might hear something in the conversation that can become an entry point to an engagement.

Ask them about the account and what the client is focusing on. Where they are spending their time, current issues, etc. You might pick up on things within the conversation that your Account Manager might not think is a potential opportunity, but you will.

What I look for in these types of conversations. Does my account manager have a strong relationship with the client? Is it a transactional type of conversation? Are they only paying attention to our specific offerings or a specific product? Do they not know our whole product/service line?

I’ve also written a few articles on how else to help. You can check them out below:

1. https://cribworks.beehiiv.com/p/3-ways-to-enhance-your-referral-engagements

2. https://cribworks.beehiiv.com/p/build-customer-stakeholder-map-free-ebook

Pack Some Additional Punch

Here are a few tips to really hit it out of the park when reaching out with your accounts.

1. Identify ONE strategic account with untapped potential.

2. Meet with your team and discuss it. Talk about what is going right, going wrong, what offerings are needed, etc.

3. Schedule a listening session and ask your account manager what they are hearing

4. Schedule a meeting with their key stakeholders—not to sell, but to listen.

5. Ask about their biggest challenges, their long-term goals, and how you can help. Then, map out a specific plan to grow that account over the next quarter.

6. Understand every stakeholder in that account. Every single one. How well do you know them? How well do they know you? How diversified are you within the account with the relationships?

Build towards it, don’t jump the gun.

What the Internet Taught Me This Week

From new tools, recent trends, and market updates, here is what has been on my mind.

1. Tariffs are coming - Donald Trump says China tariffs could hinge on TikTok deal

2. Executive Orders have been issued. Check out the latest here and the next steps that will come.

3. California wildfires were no match for all the AI tech that they have invested in. What now?

The easiest win is the one already within reach.

Your current accounts aren’t just a revenue stream—they’re your secret weapon. They trust you, they know your value, and they’re waiting for you to step up and help them succeed even more.

So here’s the play: stop chasing strangers and start building with the people who already believe in you.

Dig deep. I mean really deep. Reaaaallllyyyy deeeeeeeep. Go all in, and deliver like never before. That’s how you win. That’s how you dominate.

Maybe you can’t do it at scale, but it sure is quality over quantity.

See you next week.

Whenever you're ready, there are 4 ways I can help you:

1. Unlocking Hidden Potential - Reconnecting with Past Clients for Explosive Growth - Check out my free eBook on how you can find hidden gems in your past clients and help you crush your sales goals.

2. Build your Sales CRM - Download our free Sales eBook on How Your Sales Team Can Maximize Your CRM Tool. Whether it’s Hubspot, Salesforce, or another CRM tool, make sure you leverage it to your advantage.

3. Awesome Sales Resources - Transform your sales engagement and capabilities across Social Selling, CRM, Lead Generation, Enablement, and more.

4. Cribworks Advisor Program - Want more than just resources? Reach out to me and see if our Advisor Program can help you grow your business.