Where the Revenue’s Hiding: How to Grow Wallet Share From House Accounts

It’s not uncommon to focus your sales efforts on the top 20% of customers who bring in the majority of your revenue. It’s where most relationship-building happens, where outside reps spend their time, and where it feels safest to invest your resources.

But what about the 80% of accounts that don’t have a dedicated rep? The ones that haven’t been contacted in months—or maybe even years? Imagine the untapped potential in this customer base. 

These “house accounts” or unassigned accounts, often your SMBs, are often treated as maintenance mode relationships, handled reactively and without much strategic focus. However, according to recent data from Channel Marketing Group and Prokeep, they’re among today's most overlooked growth opportunities.

Why House Accounts Get Ignored

It’s not that house accounts don’t matter—they just tend to get buried under day-to-day demands. Sales teams are already stretched thin, and most are focused on their most significant revenue engines, putting out fires, or dealing with supply chain issues.

Combine that with a lack of technology, centralized customer data, or clear processes for outbound engagement, and it’s easy to see why these accounts get left behind.

But here’s the thing: the majority of their wallet share goes to someone, and if it’s not you, it’s your competitor.

The Revenue Potential You’re Missing

You’ve likely heard of the 80/20 rule—that 80% of your revenue comes from 20% of your customers. But what about the other 80% of accounts? They’re still ordering products, placing service calls, and needing the same support as your larger clients.

What they often don’t get is:

• Personalized follow-up with relevant offers
• Proactive outreach on promotions or new products
• Quick answers to questions that could lead to a sale
• Engagement across preferred digital channels (text, email, etc.)
• Add-ons offered in addition to their orders

The result?  Missed opportunities, lost share of wallet, and customers spending the majority of their time on competitors who do show up consistently.

Turning House Accounts Into Revenue Engines

So, how do you activate house accounts without doubling your sales team?

It starts with a digital-first, proactive approach. Distributors that are winning right now are:

• Centralizing customer communication across channels
• Using broadcast text or email to target under-engaged segments with relevant offers
• Tracking conversations and automating follow-ups to stay top of mind
• Aligning sales and marketing to create consistent outbound campaigns
  
  

Instead of waiting for these accounts to contact them, they’re starting conversations and turning passive accounts into active buyers.

Real Results from Proactive Outreach

Distributors who have implemented proactive outbound strategies have seen measurable results, including:

• 10–30% revenue increase per customer interaction
• Reactivation of dormant accounts
• Higher promo response rates from house accounts than top-tier customers
• Significant lift in sales with no new headcount added
  
  The tools exist, the opportunity is clear—and the competition is already knocking on those doors.

The Bottom Line

If your team isn’t proactively engaging your house accounts, you’re leaving money on the table. These customers may not be the loudest, but they can become loyal, high-value contributors to your bottom line with the right outreach.

It’s time to stop ignoring quiet accounts—and start unlocking their potential.