A matrix reveals where the relationship is thin
Build a simple account-by-product-line matrix. Put relevant accounts in the rows and the lines your company can serve in the columns. Mark what is bought today, what was bought before, and what is known to be supplied by another route.
An empty cell is not an opportunity by itself. It is a question to investigate: does the customer use that category, is there a compatible application, and is there a legitimate path for your company to serve it?
What to look for in the matrix
- Adjacent use. A line may support an operation, material, or maintenance routine already visible in the account.
- A meaningful gap. Prioritize gaps connected to a real process, not every blank field.
- Commercial history. Previous orders, quotations, returns, and service records help explain whether the gap is new, deliberate, or unresolved.
Technical fit and channel context come before the offer
Confirm the technical application with the people who understand the product and the customer’s operation. Check specification, process conditions, approval requirements, compatibility with what is already used, and any service needed around the line.
Also read the commercial route. An apparent gap may be covered by a distributor, a contract with another supplier, an internal purchasing rule, or a relationship owned by another team. Treating that context as detail can create channel conflict and weaken the account.
Ask the account owner, technical team, and channel counterpart what is known before contacting the customer. The purpose is not to assemble a perfect dossier; it is to avoid presenting a generic offer where the fit has not been established.
A relevant approach is a tested hypothesis, not a catalogue push
Write one hypothesis per account and line: which observed context suggests the application, what needs confirmation, and who is responsible for the next conversation. A named owner prevents a promising blank in the matrix from becoming an unattended note.
Open the conversation with the reason for contact. Refer to a process, material, maintenance issue, or change already known in the account, then ask whether the interpretation is correct. That respects the customer’s time and creates room for a technical conversation.
Expanding mix means connecting a suitable line to a validated need. Pushing a catalogue means offering several unrelated items because the customer already buys something. The first can deepen a useful relationship; the second asks the customer to do the relevance work for you.
Keep the account history visible after the first order
Record the line added, the order date and value, the account context that led to it, and the people involved. Compare the order with the account’s prior mix so the team can distinguish a genuinely added line from a routine replacement or a transfer between channels.
Review the result with the original hypothesis. Was the application confirmed? Did the channel remain aligned? Does the customer continue to buy the new line? This closes the learning loop and improves the next account review without turning an isolated order into a claim about the whole portfolio.
Mix expansion belongs to portfolio management
The account matrix is one way to make nearby revenue visible and assign an informed commercial response.
Explore the stalled portfolio revenue pillar or see how Revenue-Oriented Marketing Direction can establish a decision rhythm across the portfolio.