The Art of Account Management

Transcript

1. 4 PRINCIPLES FOR MASTERING ACCOUNT MANAGEMENT The Fundamentals Of Greatness
2. There are plenty of good account people out there. Great account people, on the other hand, are harder to come by. Stick with us and you’ll be on the path to great things.
3. “People do not care how much you know until they know how much you care.” —John C. Maxwell, bestselling author Principle #1: Be Sincere
4. Your first order of business? Being sincere. Take a genuine interest in your clients, their company, their business and their industry. Go out of your way to make connections, even when it’s tough. And be appreciative of your team’s efforts— compliment them often. Principle #1: Be Sincere
5. “We admire people who speak their minds. At the same time, we admire people who listen more than they talk and make a real effort to understand views that differ from their own.” —David Ogilvy, former advertising executive Principle #1: Be Sincere
6. “Set yourself to becoming the best-informed person in the agency on the account to which you are assigned.” —David Ogilvy Principle #2: Stay Informed
7. Here’s where doing your homework comes in. Make it a priority to know more than anyone else about your clients, their industries, their culture, their customers and their competition. Share what you learn with your clients and team often. Principle #2: Stay Informed
8. Principle #3: Bring Out The Best In People Extracting the best possible work starts with giving your client and team what they need to be successful. Be proactive about anticipating the needs of your clients, communicate those needs clearly to your team. Believe in the power of “yes.”
9. Principle #3: Bring Out The Best In People In the words of Guy Kawasaki, “Be enchanting.” Enchanting people and companies have three things in common: they’re likeable, trustworthy, and offer a great product, service or idea.
10. Principle #4: Step Up To The Plate “With great power comes great responsibility.” —Uncle Ben, Spider-Man
11. Account people directly influence many relationships, both internal and external. Use your influence to propel everyone forward. Learn all you can. Educate those around you. Anticipate needs and take action. Delight your clients, team and management. Principle #4: Step Up To The Plate
12. Be Great Out There.