Account managers have existed for many years, in many shapes and sizes. No one will deny that it is an indispensable function within almost every organization. Keeping your customers happy and discovering/utilizing their potential can make or break your business. After all, it is a lot easier and cheaper to retain and activate existing customers than to have to constantly acquire new ones. But what actually makes an account manager successful? How can you as a manager judge which account manager is perfect for your organization? We have listed it for you.
What exactly is a modern account manager?
Account management can be explained as the strategic use of resources to maintain and improve the relationship between your company and the customer. Customer satisfaction is central. This satisfaction makes it possible to improve your operating results. But don't forget, your account manager is also crucial in optimally utilizing the potential of your customers. The account manager often has the shortest line of communication with your customer and can therefore quickly assess where opportunities and threats lie.
The profession of account manager has changed significantly in recent years. In the past it was often said that the communication skills of an account manager are much more important than his substantive knowledge. Of course, a strong personality with strong communication skills is still very important. But, the modern account manager is no longer just a link between company and customer. No longer someone who has basic knowledge of the product or service, but is mainly used as a contact person or salesperson. The modern successful account manager has more and more substantive knowledge and acts as a contact person but especially as an advisor. In doing so, he or she immediately creates openings for it business development.
What competencies should a modern account manager possess?
What exactly makes you successful as an account manager in the modern economy? And how can you, as a manager, find the right person to strengthen your team? We have listed a number of qualities that greatly contribute to the success of your customer team.
A healthy dose of self-confidence
Of course it starts with self-confidence. A characteristic that most account managers, but also salespeople, do not lack. However, self-confidence does not only ensure that you can 'talk' well. It also ensures that you can resist dominant people within your customer's organization and therefore not let anyone walk all over you. That last minute request from that one customer can also best be done tomorrow morning instead of tonight.
A tower of strength for both customer and organization
As an account manager you can be exposed to quite a lot. You are often caught between two fires. On the one hand the customer, on the other hand your colleagues. You have to be a rock for both sides. A good account manager not only puts the customer's interests first, but also protects his own colleagues. This is often forgotten, but it is very important. Don't sell anything you can't deliver and don't overrun your own organization.
A 24-7 mentality with the ability to put things into perspective
You are not an account manager from 9 to 5. A customer can also call you in the evening. You can gain trust by being (almost) always available to your relations. But, a good account manager can put things into perspective when necessary. You must be able to laugh with your colleagues and customers and set priorities. Sometimes the work is less important.
Passion and energy for 10
Whether you are purely active as a salesperson or as an account manager, your passion and energy are your strongest qualities. A story presented with passion will be accepted 10 times faster. Your passion can bring great benefits to your company, so make use of it. If you are not very interested in the product or service you represent, it is impossible for you to become a good account manager.
A beacon of knowledge for the customer
And last but not least, the modern successful account manager must have a lot of knowledge. As we mentioned earlier, account managers are increasingly becoming advisors. For the customer you are a beacon of knowledge where he can ask all his questions
can go. You provide targeted substantive advice business development. We call that consultative selling.
Do you want to develop yourself as an account manager? Kenneth Smit offers targeted sales training for account managers at every level, from acquisition to strategic account management.