These questions are not a script

They are a series of prompts designed to establish the key account’s perceptions – they should be tailored to suit each situation.

Remember that their perceptions become your reality!


  • Where are we meeting your expectations?
  • Where are we exceeding your expectations?
  • Where are we falling short of your expectations?
  • What unresolved issues are there?
  • How do we compare to others:-
    • In our industry?
    • In other industries?
  • How would you sum us up in a sentence?
  • If you could put the clocks back what do you think should have been done differently?
  • Do you see us a supplier, friendly face or business partner?
  • If we were an animal or bird what would we be?
  • Overall, how many marks out of ten would you give us today?


  • How is your business changing?
  • What pressures will you face from outside and inside your business?
  • What will your main objectives for the future be?
  • How will you achieve them?
  • How could we help you?
  • What one thing could we do that we are not currently doing?
  • What do you see as being the big issues in our future relationship?
  • What would we have to do to score ten out of ten?
  • Where would you be happy to see us have more of your business in the future?
  • Is there anything else I need to know…?