By definition, an ‘account manager’ is described as the person ‘to maintain the company’s existing relationships with a client or group of clients, so that they will continue using the company for business’.
Dependent on what sector you work in, this might involve a variety of things. But there are fundamental rules which, if adhered to, can ensure great working client relationships:
1. Understand Their Business
Nothing will gain your client’s trust more than the realisation that you understand their business and the way in which they want to be projected inside out. It is vital you are both reading off the same page, and this will ensure that a long term relationship is cemented.
Treat their business with the same interest as if it were your own and find out why they feel they are more worthy than their competitors. Sounding out their USPs will help you amplify the voice they are trying to project.
2. Fulfil Promises
If you set dates, stick to them. This applies to all aspects of the relationship, from meetings to deadlines. Always lay out a contingency plan to leave room for human error. The relationship will struggle if you have to compensate later on down the line because of a missed deadline. Make sure you are honest in your delivery promises and manage expectations fully throughout the relationship.
3. Review Client Expectations
Make sure you stay on track with what the client is expecting. You may have had in-house conversations about aspects of the campaign that could better the client’s progress; make sure the client is on board at all times and ensure that the original discussion is always kept fresh. You may find that you benefit from quarterly review meetings to signal whether or not the direction of the client’s company has changed.
4. Be a ‘Client Champion’
As the ‘face of the brand’ you are expected to be the soundboard between the client and the rest of your company. As their supplier, you are appointed to ensure their voice is heard when providing a service to them; which can prove challenging if the company you work for is servicing multiple clients.
Ultimately, the knowledge and passion for their business should come from you. After all, you’re the one to ensure key initiatives and developments are delivered successfully.
5. Seek Opportunities
Don’t always focus on the ‘now’. Clients are looking to you for your knowledge and expertise, and part of that will always include being forward-thinking. This isn’t just for the benefit of the client either. As a business, being able to plan strategically and provide ‘solution innovation’ is the key to building long-term relationships. Steer away from the ‘quick wins’ and focus on retaining the relationship.
Whilst the definition of ‘Account Manager’ is broad and interpreted in different ways, the core value to every business is the ability to maintain that working relationship.
So, many companies provide a variety of services, or are a one-stop shop for customers and sometimes the needs of the client gets diluted over time. It’s the account manager (AKA the middleman / soundboard), that is the glue to maintain that relationship.
Get to know the client as a person, educate yourself on their interests and fill the relationship with regular touch points that reassure them you are always on hand. Make this your client mantra and, undoubtedly, many happy relationships are sure to follow.