Account Retention - Part 1

Assessing account potential naturally leads to assessing account retention. Account retention is based on customer happiness and happiness falls on a spectrum:

Unhappy --- Dissatisfied --- Satisfied --- Loyal

Unhappy customers actively shop for other options, so watch out for these warning signs.

• Fewer quotes come in and total volume decreases
• Access to the customer base decreases
• The flow of information about future projects dries up, and the salesperson is unaware of the customer's long-term plans
• The customer stops buying certain services altogether

More on account retention on Friday.