It is a job that is essential to all executives of any company doing online transactions starting from the Head of Sales to Director of Operations from the Chief of Finance to all Account Executives and the whole business development team. The position is the face of the company for many clients. Every employee in the company is dependent on this person and expects to be constant and efficient when it comes to “saving” each client with whom they deal. The key to the success of a business in this particular instance, as well as our piece, is on the Account Manager.
Marketing and advertising In the field of marketing and advertising, in marketing and advertising, the Account executive “hands-off” the client to the Account Manager (AM) right following a sale. The AM is responsible for each firm’s formal onboarding procedure: receiving the new client and setting up the visibility of campaigns, KPI reports, and other tasks. There are five essential skills that top AMs should learn to be successful every time they interact with clients. (Or, in our case, when they’re on the pitching field for their business.)
1. Thoroughly Understand The Customer And Their Goals
It can be a challenge to pinpoint what the client’s objectives are. A lot of clients haven’t boiled their goals to achievable and meaningful metric targets. To fully understand what each client is searching for, particularly for the purpose of a test campaign, start by studying the business of the client. It is essential to be able to comprehend as much of the client’s business as you do your own.
2. Reassure everyone that they are in charge and know what Is Required To Do
When the AM starts to lead the conversation with the help of “smart” questions, they establish who is actually at the helm. The dance that is subtle is one in which the AM is a reactive agent to customers while leading service, keeping in mind that the majority of customers would like to hand off the responsibility of their marketing campaigns to an expert rather than being able to control the specifics. This can be accomplished by explaining to the customer the types of customers you and your team have worked with that have similar goals or difficulties. The stories of how you’ve achieved similar results in the past – particularly when they are told with confidence will go a long way in convincing the customer to believe in your abilities.
3. Negotiate How They Will Define Success Each Week/Month of the Campaign
First impressions, when they occur in social contexts or during the initial week of a brand new campaign, can be extremely influential. Thus, AMs must take advantage of the opportunity to present a winning pitch. To do this consistently and consistently, the AM must establish the client’s expectations each week. To accomplish this, the AM should allow the client to hear the reasoning behind their decisions. If the client doesn’t comprehend the underlying strategy, they are likely to doubt and question each move, much like an anxious team owner and an insecure general manager. When they are aware of the reasoning behind the decisions and the strategy behind them, they are more willing to accept real-world results that occur every week.
4. Find A Way To Make An Unhappy Client Happy
In the end, even the most skilled AM will come across a dissatisfied client. At the point that the unhappy client manifests, it’s usually too late to discover what actually was wrong. The best approach is to take full responsibility for any mistakes. Also, it is the right moment to implement the new strategy or technique. If you can strike the right balance with these two strategies, wonderful things can occur.
5. Sell The Client On Trying Something Else
If an AM manages an advertising campaign, it may often increase the media expenditure. In order to do this, it is crucial to prove that you can be trusted and have a small budget. Invoking more spending prior to getting that trust makes sense. Customers become skeptical that the AM’s sole motivation is self-interest. The timing of sales, just like pitching, is crucial.
Steve Bookbinder, CEO, and instructor for DM Training, has over a decade of experience in selling online media such as search engine marketing and advertising. He has co-authored and written about 25 different books, papers, and audio-based training programs. He is the most recent author, together alongside Jeff Goldberg, of How to be Your Personal Coach.
