Are Account Managers the real circus performers?
In many organisations, account managers are the relationship glue, bringing organisations and clients together by providing mutual value. But managing multiple client relationships – each with its own expectations, intricacies, personalities, and timelines – requires precision and balance, like progressing along a tightrope whilst juggling. Not many of us are skilled circus performers, so how do the best account managers do it without falling off or dropping a ball?
ICC’s Account Management development sessions explore that very question, here are a few suggestions…
1. Prioritise without playing favourites
Not all accounts are created equal – some bring in more immediate revenue, others are high-maintenance, and some are strategic, with future growth potential. Really effective account managers know how to prioritise their time based on value and urgency, while still ensuring every client feels highly-valued. Research demonstrates that recency is a key factor for clients when making supplier choices. A consistent ‘keep-in-touch’ communication plan – even brief check-ins or sharing an interesting article – differentiates, while developing and maintaining trust.
2. Personalise, Personalise, Personalise
Templates save time, but relationships thrive on being understood. Use CRM notes wisely: reference previous conversations, acknowledge key milestones, note current priorities. Of course this is attention to detail – but it shows the client that they matter, that we are not simply servicing a requirement. Your attention to personalising interactions will pay off.
3. Be Proactive, Not Reactive
The best Account Managers don’t wait for a challenge or opportunity to surface. They anticipate requirements, flag risks early, and proactively offer solutions. Positioning ourselves as a strategic partner, rather than simply a service provider, helps clients to repeat, recommend and stay loyal.
4. Use Tools, But Stay Human
CRMs, automated reminders, and project management tools help us to stay on top of client projects and pathways, and not miss important deadlines. There are fantastic efficiencies in the automation of many service processes but, the relationship itself must remain human. The tone, empathy, and clarity in our communication – especially when things get challenging – are what ultimately set us apart. Importantly, don’t disappear when there is a problem. Show up, support your client through it, and demonstrate the real value of the partnership that you have created.
5. Set Boundaries and Expectations Early
Sustainable relationships are built on clear, realistic expectations. Being transparent about, and agreeing, timelines, communication and reporting requirements, preferred communication platforms, support and escalation paths, helps us work together as an aligned partnership from the beginning of the relationship. This earns respect from both parties and fosters an open and honest communication.
In all organisations, innovations come and go, prices change, and priorities shift, but relationships endure. Managing multiple client relationships is a skill, but nurturing them into partnerships? That’s an art. And like any art, it gets better with intention, patience, and practice. Let us know how you get on!
Click here to learn more about our two-day Account Management training programme.
