North America

Ninth Must Know: Four Steps to Creating Effective Account Management

A main ingredient for building a successful sales organization is the ability to create lasting relationships with clients. You want your clients to have great experiences with your organization, and the only way to achieve this is to know how your clients think, feel and act.

Good sales people strive to be seen as a Trusted Partner with their clients, and not merely as a vendor. To achieve this level of trust, you must know how to anticipate client needs so you can be proactive in all that you provide. It’s the best way to win trust and, ultimately, be invited into the inner circle. Becoming a Trusted Partner requires an investment in both your time and resources, so knowing where you have the realistic potential to develop this kind of relationship is critical.

How can you ensure you’re building those types of relationships? It’s the ninth of our “13 Must Knows” for sales leaders: Create effective account management.

The best overall customer experience typically wins the hearts of your buyers, but investing in that experience must include a measurable return. Plan and understand your accounts to determine what to invest in and create the best experience for every customer.

Four steps sales leaders can take to create an effective account management are:

  1. Coach sales people to know where their accounts are, and where they have the potential to be along the spectrum from one of many vendors to a Trusted Partner. Avoid over-investing in low potential accounts.
  2. Identify high potential accounts that warrant significant resource investment. This is one of the best ways to ensure you’re getting the best bang for your buck.
  3. Help the organization clearly articulate an internal and external client-facing account management plan that fosters collaboration. Everyone needs to be on the same page from the beginning in order to drive the best results possible.
  4. Optimize internal resources to maximize the client experience and ensure resource commitment. Your goal is to develop client loyalty, so the greater the experience the better.

To learn more, download our latest white paper on the “13 Must Knows” for sales leaders. Also, stay tuned for my next blog post where we will discuss the 10th “must know.”