Growing with Existing Customers

Scope

Purpose: Winning a new customer is only the starting point. This process grows our share of business inside each account, both in the departments we already supply and in the ones we do not. The Account Manager (AM) plans the growth and the Senior Leadership Team (SLT) reviews it every quarter.

Owner: AM.

Applies to: Account managers and the SLT.

Process

1. AM — Set a target participation rate for each department we supply. The aim is to become the customer's number one supplier in that department or category.

   • Deliver consistently on quality, price, and lead time, so we become the first call for any new development.

2. AM — Grow our share in each department we supply. Work actively toward the participation target.

   • Increase our participation across the department's range.
   • Learn the customer's forward planning, and be present at the earliest stage of product development.
   • Monitor our performance against other suppliers, and find where we can take a greater share.

3. SLT — Review participation against target each quarter. The AM presents progress for each department.

4. AM — Build an entry plan for a new department or category. Treat a department we do not supply as a new business opportunity inside an existing relationship.

   • Identify the right buyer or contact in that department.
   • Research the customer's current supply base and product gaps.
   • Prepare a tailored product or range proposal for that category.
   • Agree an internal timeline for first contact, sampling, and costing.

5. SLT — Approve the entry plan before any approach. The AM makes no contact in the new department until the plan is approved.

6. AM — Keep the account plan up to date. Maintain one account plan for each existing customer.

   • List the departments and categories we currently supply.
   • List the departments and categories we are actively targeting.
   • Record current participation levels and targets.
   • Record any risks to the existing business.

7. SLT — Review each account plan every quarter. Use the review to track growth and spot new opportunities.

Workflow

AM — Set a target participation rate for each department we supply

AM — Grow our share in each department we supply

SLT — Review participation against target each quarter

AM — Build an entry plan for a new department or category

SLT — Approve the entry plan before any approach

Tutorial

This training video supports the Growing with Existing Customers process. It does not replace the numbered steps.

Pending

Training video not linked yet

Admins will add a Microsoft Stream or SharePoint watch URL when the tutorial for Growing with Existing Customers is ready.

Exam

Pass mark	Expected duration	Attempts
80%	Admin will provide this soon	Admin will provide this soon

Pending

The exam is not published yet. Admins will add it here when the assessment is ready.

Changelog

Changelog

Date	Changed by	What changed
2026-09-22	Sales Team	Article added from SOP 2.0 Sales & Customer Development, section 2.2.