It is pretty clear that everyone needs strategic account management, although not everyone has time to put efficient account management into place. However, practising and promoting good account management really is good for you. And, when done right, it’s good for your clients and customers too.
You’ve probably heard the majority – if not all of these before in one form or another, but keeping them front of mind day in and day out, can be challenging when deadlines loom, unread emails stack up, and the inevitable fire drill burns a path to your desk.
We want to help you make sure that you put some of our best practice into your daily routines. We definitely think they’re worth paying attention to – and worthy of sharing with you, too.
1. Impart knowledge
Customers and clients look to us to provide something they don’t have, whether that’s a particular kind of expertise or a specific kind of service or solution. We do them a disservice, however, when we try harder to sell to them than we do to inform them. Consider every contact an opportunity to bring something of value to them. After all, it is what they paid for.
2. Nurture the client relationship
Remember the details of the last conversation you had with them, their favourite pastimes, the information they’ve taken the time to share with you–and do it in a way that’s authentic and natural to you. Remember the personal side of business relationships. Take the time to pay attention to the rhythm and flow of your client’s life in its entirety. Short-term wins are sometimes just that – quick fixes that ultimately fix nothing. When faced with pressures to go off-course, do your client a favour and ask them if this makes sense, now and in the long term. Help them build the case for doing the right thing.
3. BIGGEST NO NO… Never, never tell a client you can do something or try to sell them something that they don’t need or especially wouldn’t benefit from
We all love getting credit for growing the business, but it should never come at the expense of a client relationship. Account management is about building relationships for the long haul. Sometimes that means having difficult conversations with your client and within your own organization. Strive to take a systematic approach to managing key interactions with your most important clients and customers. When you work to provide them better service and value, you will build healthier relationships.
4. Lastly, don’t stop learning
Stay on top of industry trends and be aware of what is rocking your client’s world. You need to always stay informed; this will gain your clients respect and also build trust within what you are carrying out for them to stay on top of the ball.
To discuss your content marketing activities and account management, call our professional team on 01246 586330.