You would not build a house without a plan, so why would you set out to manage your major customers without some sort of plan.

For most businesses, their key customer base is the core of their commercial sustainability, so it is worth investing a few resources to ensure you are able to deliver an optimum experience to them when dealing with you.

Engaging the customer in your planning sessions for their business is sometimes a counter-intuitive, but very worthwhile activity, after all, who knows them better, what they need, how they see the future, the internal hurdles they face,  than one of their key employees?