How can businesses successfully expand their dealings with existing key accounts? How can potential areas for growth be identified? What structured approaches are available for this? This comprehensive and practice-oriented book provides answers to these questions. Key account expert Hans Sidow describes how responsible key account managers can systematically unlock additional potential with existing customers, for example through cross-selling, expanding product ranges, or providing versatile and benefit-oriented customer consulting. He presents helpful analysis tools and methods and offers directly actionable strategic tips on how to secure and expand business with key accounts, as well as how to argue effectively with customers and demonstrate your own performance.