In another sense, major account selling is a relative term. Because it maximizes sales and customer leverage in every channel of distribution. At its most valuable level, major account selling is more than selling in volume to customers. It is adding essential services beyond your basic product that galvanizes an account and makes them invulnerable to competition. Major account selling delivers both, but adding to customer profitability is the key.
Most technology companies can provide product price and performance.
Competitive advantage is built by helping to deliver more business to the customer at greater profitability to them. It is the persuasive promise and delivery of measured results that sells and persuades, rather than selling skills or personal relationships. And success is measured by results based on performance benchmarks, not on nebulous promises of value, someday, somehow. If the promise fails to materialize, persuasion and performance must change, or customers renege on agreements, and major account sales never go beyond initial implementation. If you promise the world, you better deliver it.