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How to Grow Customer Lifetime Value w/ Jermaine Edwards [Episode 287]

Among the many topics Jermaine and I discuss are how to make relationship building a central part of your ongoing sales process, why it is the depth of your relationships with customers, not the marginal differences in products, that differentiate you from competitors, the distinctions and links between account management and customer success management, and new tactics to reach deep into the customer’s organization to develop new sales opportunities.

Joining me on this episode of Accelerate! is Jermaine Edwards, creator of the Key Account Hack system and author of Key Account Hack: 8 Steps to Creating Massive and Predictable Growth from Your Key Clients in 90 Days.


How Jermaine evolved from being trained in the sales process to learning the psychology of sales, communication, and personal connection; and how he learned to understand the triggers of customer desire.

Why you need to make relationship building a part of your sales process, and why it is the depth of your relationships with clients, not marginal differences in products, that differentiate you from competitors.

Jermaine discusses the key concepts of strategic engagement and tactical engagement in relation to account engagement.

Jermaine discusses the development of trust, the deepening of influence, and using relational engagement to strengthen your customer’s connection to your service or product.

Why it is critical to include relationships as an important measurement in your sales management conversations.

Jermaine suggests asking, “Who is most influential in this decision process?” This is a powerful tool to reach other department executives who also use the product.

How the key account manager can deliver value by understanding how the customer’s needs can be met today, and in the future.


What’s your most powerful sales attribute?

The ability to ask questions.

Who is your sales role model?

Jim Rohn.

What’s one book that every salesperson should read?

Getting More: How You Can Negotiate to Succeed in Work and Life, by Stuart Diamond.

What music is on your playlist right now?

Movie soundtracks.