There’s a moment in every relationship—the one that makes your palms sweaty, your voice a little shaky. It’s time to ask the question:

“Will you marry me?” Or,

if we’re keeping up with the times, perhaps, “Will you move in with me?”

Either way, the intent is the same. You’re asking if the relationship is worth committing to, if it’s worth investing in for the long haul.

It’s bold, a little nerve-wracking, but it’s necessary to find out if there’s a shared future ahead.

Now, imagine applying that same principle to your Strategic Account Management.

That’s right.

Just like relationships, managing key accounts is about more than surface-level conversations. It’s about asking the big, scary questions: Is this partnership going somewhere?

Strategic Account Management: The Dating Game of Business

For many businesses, Strategic Account Management feels more like casual dating than a committed relationship.

Meetings happen, presentations are made, deals are closed, but no one asks the real question: Is there a future here?

Instead of addressing it head-on, companies keep "dating" their strategic accounts—throwing resources at customers without understanding if there’s mutual commitment.

Why?

Because asking the big question means risking rejection. And that’s uncomfortable.

But here’s the harsh truth: if your “strategic account” isn’t invested in you, you’re wasting time, energy, and money that could be spent on customers who do want to build something with you.

The Four Questions to Ask Before Popping the Question

Just like in relationships, you don’t propose on the first date.

You need clarity on whether this partnership is worth investing in.

Here are four areas to demystify before you pop the business equivalent of the "Will you marry me?" question:

Potential for Growth: Is this account going to grow with you, or has it already plateaued? If the opportunity for mutual expansion isn’t there, it’s time to reassess the relationship.

Willingness to Partner: Are they as invested in you as you are in them? Partnerships are built on reciprocity, not one-sided effort. If you’re always chasing their attention, they’re probably not “the one.”

Access to Decision-Makers: Can you reach the people who matter, or are you stuck dealing with gatekeepers? If the decision-makers are inaccessible, your efforts may never reach the table where the real conversations happen.

Your Significance to Their Business: Are you critical to their success, or just a vendor lost in the crowd? If they don’t see your value, you’re not strategic—you’re transactional.

When you’ve got clarity in these areas, it’s time to ask: Will you marry me? Or, in business terms, Is this partnership worth investing in long-term?

If the Answer Is No, Move On

Here’s the thing about asking bold questions: sometimes, the answer isn’t what you hoped for. If the account doesn’t see the value in committing, don’t cling to false hope.

Take the rejection as an opportunity to redirect your focus to accounts that are ready to partner.

After all, time is your most precious resource. The longer you invest in a one-sided relationship, the less you have to build truly strategic, growth-driven partnerships.

Reflection Questions for Your Strategic Accounts

• Are you investing in accounts with real growth potential?

• Do your customers see you as a partner, or just a vendor?

• Are decision-makers accessible, or are you stuck at the surface level?

• How critical are you to their success?

Ready to Build Smarter Partnerships?

Don’t waste time chasing relationships that lead nowhere. Focus on customers who want to grow with you. Start by asking the bold questions that separate potential partners from distractions.

Want to dive deeper into smarter strategies for Strategic Account Management?

Let’s connect and uncover how to turn your accounts into true growth drivers.

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