CSS has long advocated an Account List Management System which allows for more time and effort to be spent on Key and Target Accounts than on Secondary or Extra Accounts. The logic is simple: Resources should be focused where they stand to bring the greatest return, in terms of both revenue to you and results to the client.

Like any principle, though, this guideline can be taken to an unfortunate extreme. Secondary accounts are not to be ignored. For one thing, no one who invests money in your medium should ever be treated like they are unimportant. For another, your Secondary Account list represents an important pool of prospects, some of which might eventually achieve Target or Key Account status.

• Some months ago, many car dealerships avoided advertising their hybrid inventory because few people were buying them. Others cut back on their promotion of SUVs because they were selling well without advertising support.

• Some months ago, a lot of realtors and mortgage brokers were quiet on the advertising front, as many had more business than they could handle.

• Some months ago, tables were turning well at many restaurants. The economy was rock solid, gas was cheap, and plenty of busy people were opting for the convenience and indulgence of out-of-home dining on a regular basis.

In each of these categories—and in many more—there are challenges today which might not have been as apparent or severe just a few months ago. That means companies are facing new marketing challenges, any of which could represent the tipping point that takes them from Secondary status to Target Account prospects.

Just as there is no such thing as a “permanent” Key Account that we can afford to take for granted, there are no Secondary Account lists which should be allowed to go stagnant or forgotten.

Pull out your list of Secondary and Extra Accounts, and ask these questions about each business on that list:

• Could any of these clients/prospects be facing challenges now that they could ignore a few months back? Challenges which warrant a significant budget allocation (Dollar Potential)?

• Might any of these companies more urgently need the help of you and your company… even though they may have paid little attention to you before (could you now have improved Access and Credibility)?

• Could your medium have renewed value (Product Fit) to clients who are facing new challenges?

By all means, we stand by the fundamental CSS principle that Key and Target Accounts deserve an investment of our time and attention, which is proportionate to the revenue or potential they represent. But as fuel prices, economics and other factors ignite change in market conditions, it is important to revisit that Secondary Account list, to identify accounts which might be ready to graduate to Target status.

Of course, the Ideal Customer Profile is a tool that can help you make those judgments objectively and quickly.

After all… sometimes, seconds count.