Skip to content
Strategic Account Management Association blog

Strategic Account Management Association blog

Dedicated to helping strategic account managers and key account managers manage improve relationships with their most important customers

  • HOME
  • MEMBERSHIP
  • EVENTS
  • CERTIFICATION + TRAINING
  • TOOLS
  • RESOURCE LIBRARY
  • ABOUT
  • CONTACT

Tag: Messaging

Strategic account manager skills and competencies, Uncategorized

When Challenging the Customer Backfires

By Prof. Nick Lee and Tim Riesterer

Challenging or provoking your customer has become all the rage due to popular books and magazine articles.  In fact, our own decision science-based research demonstrates that when you are trying to displace an incumbent or defeat a competitor, you need to use an approach that deliberately disrupts your prospect’s status quo bias.

But new customer acquisition isn’t the only selling situation strategic account managers face — far from it. Most times, you are the incumbent, which begs the question: Should you continue to challenge and disrupt the status quo when you are the status quo?

That question drove our recent research aimed at determining the best messaging approach to communicate a price increase while also securing the all-important contract renewal with an existing customer.

Continue reading “When Challenging the Customer Backfires” →
January 24, 2019July 3, 2019MessagingLeave a comment
  • Ten insights on the future of SAM

    Ten insights on the future of SAM

    December 3, 2020
  • What every SAM should know about cybersecurity: An interview with International Society of Automation’s Steve Mustard

    What every SAM should know about cybersecurity: An interview with International Society of Automation’s Steve Mustard

    November 30, 2020
  • Learn from the best: The 2020 SAMA Excellence Awards winners

    Learn from the best: The 2020 SAMA Excellence Awards winners

    October 28, 2020
  • What suppliers can do mid-contract to future-proof their negotiations

    What suppliers can do mid-contract to future-proof their negotiations

    September 30, 2020
  • The Five Health Care Trends Every SAM Needs to Know

    The Five Health Care Trends Every SAM Needs to Know

    September 22, 2020

Social

  • View StrategicAccounts’s profile on Facebook
  • View SAMAtweet’s profile on Twitter
  • LinkedIn

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Powered by WordPress.com.