The secret to being a GREAT client account manager

Why does anybody swap suppliers? Sometimes it’s  because there is a cheaper alternative but mostly it isn’t. Would you swap dentists because a cheaper one set up next door? Unlikely. In reality people keep the status quo and only move on for a reason and in most cases whether they stay or go is up to you.

Here are three of the most popular causes for client departures: -

1. “Perceived indifference”  - the client thinks you don’t care any more even though you do. They feel neglected and can only look back with wistful fondness to the days when you were courting them and couldn’t do enough for them. They just want to be loved and cared for but sadly you’re just not hitting the spot any more.
2. Poor quality – you simply aren’t delivering the quality they expect for the money they’re paying and because of point 1 above you don’t even know it. Regardless of the product or service you offer great quality is the best form of protection you can get.
3. Knock-out deal - one of your competitors has a brain-wave and comes up with a new and innovative product that totally blows your client away. Sometimes this innovation can lower the price but keep the quality; sometimes the price is irrelevant.

So how can you make sure your clients don’t wander off and misbehave with the competition?

1. Treat your clients like your friends – contact them often and not always about work, shoot the breeze with them, show you appreciate them rather than just tell them, make them laugh, surprise them, listen to what they have to say, be there for them and take an interest in them as people not just as a source of revenue.
2. Never become complacent with your quality - treat complaints as a way to improve and not a nuisance to be side-stepped, genuinely ask people what they think (avoid questionnaires), hunt down poor quality and deal with it at source and never accept “it’ll do” as an answer.
3. Make time to innovate – if you’re running at 100 mph you can only just manage to keep on top of your BAU let alone come up with great new innovations.  Watch, listen, ask and think before gathering some of your key support team together and asking them “so what does the future look like?” Full heads means full diaries and full diaries mean no head-space for creativity.

Simples innit? Treat your clients as you would treat your friends and never become complacent and your client estate will only grow and, as a nice bonus, you’ll get more client referrals than you know what to do with!

Image courtesy of PinkBlue / FreeDigitalPhotos.net

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