How do I plan an account's growth instead of just servicing it?

You keep your accounts running well, and that is real work. But servicing and planning are different postures. One answers what the customer needs today. The other asks where this relationship could go over the next year and how you help it get there. Sliding from the first to the second is a step up, and it does not happen by accident. A growth plan is simpler than it sounds. Where is this account now, where could it reasonably be in a year, and what are the few moves that would close that gap. You already know these customers better than most. You just have not turned that knowledge into a forward look. Take one account and write those three things down, one page, no more. Current state, future state, next moves. That single page turns you from someone who reacts into someone who steers. Do it for one, and you will want to do it for all of them.