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FT Guide to Using and Interpreting Company Accounts, 4th Edition by Wendy Mckenzie

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16

Customers’ accounts

Introduction

If you want to develop a close relationship with your customers it is essential that you understand their business. You have to appreciate their businesses’ strengths and weaknesses if you would like to understand the opportunities and threats facing your business. Clients’ accounts are a useful addition to your normal market intelligence as they will quantify the success, or otherwise, of their marketing activities, and clarify some of the threats and opportunities facing their, and consequently your, business.

When you’re looking at your clients’ businesses you’re usually interested in discovering:

  • Will they be able to pay us on time?
  • Will they be in business next year?
  • Is there any potential for ...

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