Defend Your Revenue: Use the KARE Model to Retain Key Accounts

By Cal Thomas, Sandler Training Morristown
​When the economy tightens and uncertainty rises, sales professionals face new challenges:
 👉 Cost-cutting mandates
 👉 Increased pressure on vendors
 👉 A fragile grip on client loyalty
In these moments, one strategy rises above the rest: protecting your key accounts

Why Key Account Retention Should Be Your #1 Priority

During times of economic turbulence, organizations instinctively look to reduce spending—and that often means evaluating (and replacing) current suppliers. If you’re not actively proving your value, you risk being seen as a cost center instead of a strategic partner.

That’s where Sandler’s KARE model comes in.

What is the KARE Model?

KARE is a strategic sales framework designed to help sellers focus their efforts where they’ll have the most impact. The acronym stands for:

Keep – Retain and strengthen relationships with key accounts

Attain – Win new business

Recapture – Re-engage lost or dormant accounts

Expand – Grow revenue within existing accounts

In times of uncertainty, Keep is the most critical quadrant. Why? Because defending your existing client base is faster, more cost-effective, and more reliable than chasing new deals in a shaky market.

How to Strengthen Your Hold on Key Accounts

Protecting your key relationships means going beyond “checking in.” It requires a shift to strategic account management. Here’s how to apply the Keep quadrant effectively:

Expand your network within the account
Don’t rely on a single point of contact. Build relationships across departments and levels to reduce risk and increase insight.

Initiate meaningful, strategic conversations
Move beyond surface-level communication. Ask about current business challenges, shifting priorities, and internal pressure points.

Reinforce your value at every touchpoint
Don’t assume your client remembers everything you do for them. Show how you save time, reduce risk, or drive growth—consistently.

Prepare for competitive pressure
If your competitors are undercutting you on price, make sure your clients understand the true costs of switching—downtime, onboarding, lost trust, and uncertainty.

Remember: The easiest customer to lose is the one you take for granted.

Be the One Vendor They Can’t Afford to Lose

Now is the time to solidify your position as a mission-critical partner—not just another supplier on the spreadsheet.

Want to protect your key accounts and win more strategic business?

Explore how the KARE model powers the Sandler Enterprise Selling (SES) program. Learn more about SES here. Or contact us to talk with a Sandler expert about how to apply this framework in your organization.