Most account managers are stuck chasing satisfaction when they should be driving change.
Alex Raymond is joined by Brent Adamson, the co-founder of A to B Insight and Qoos and the author of “The Challenger Sale,” for a discussion that challenges the way most teams think about account growth. If happy customers aren’t growing their accounts, what’s missing? And what does it actually take to move from retention to expansion?
Brent shares research that calls out a common trap: overdelivering on service without helping clients rethink their business. He introduces the idea of customer improvement: the account manager’s job isn’t to keep things running smoothly, but to show customers what’s possible when they shift their approach.
Alex and Brent also get into the confusion between customer success and account management, the pressure to grow accounts without losing them, and why confidence, specifically the client’s confidence in their own decisions, matters more than loyalty or trust.
If you’re leading key accounts or coaching teams who do, Alex and Brent’s discussion will change the way you think about long-term growth.
Episode Breakdown:
00:00 The Evolution of Account Management and Customer Success
02:52 Understanding the Roles: Retention vs. Expansion
11:11 The Importance of Customer Improvement
21:48 Driving Growth Through Insights
23:19 Navigating Account Management Challenges
26:36 Understanding Customer Improvement
29:27 Identifying Unique Strengths
32:16 The Importance of Customer Confidence
35:54 Introducing the Frame-Making Sale
46:30 Empowering Customers for Growth
Links
Connect with Brent Adamson:
LinkedIn: https://www.linkedin.com/in/brentadamson/
Website: https://www.brentadamson.net/
Website: https://qoos.ai/
Connect with Alex Raymond:
LinkedIn: https://www.linkedin.com/in/afraymond/
Website: https://amplifyam.com/
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