Account management is all about relationships. You can deliver all you want, but if relationships are messed up, it's time to polish the resume- guaranteed. You will get big time escalations over little things. Well ? Did someone say that the little things are the big things when it comes to relationships ?

In some ways it is funny. Relationships, something essentially emotional, should play such an important part in selling something that is thought to be a product of logic. In any type of a complex sale, relationships play a key factor. In account management; it's everything.

OK. Relationships are everything. So how does one go about building them ? One of the keys to building lasting customer relationships is to be the first to give value and to keep giving value without expecting anything in return. Find out what matters to your customer and think of small, incremental and creative ways to deliver the same. Your delivery style should be open, friendly and engaging. Do this, and you are well on your way to building lasting relationships.