Account executives play an important role in advertising and marketing agencies. The objective is to keep the client––and keep the client happy. How do you do that?
Great account executives tend to have a mixture of skills. They are extremely familiar with the products or services they are dealing with. Excellent communication skills are a must, as well as good customer service skills. Great account executives are successful in keeping their clients involved. They build up good relationships with their clients and quickly answer questions. It’s a way to keep the client interested, as clients take pleasure in interacting with someone who communicates well.
The truth is that you could lose a client––no matter how good the creative––if the account executive fails to maintain the relationship.
In a post on Branding Strategy Insider, Kenneth Roman, former chairman of Ogilvy & Mather, offers these tips on how to be a great account manager:
1. Select clients carefully. Target list.
2. Treat your client as your best new business prospect. Walk the halls.
3. Take a proprietary interest in the health of your client’s business.
4. Get agreement on strategy.
5. Give your clients ideas they didn’t ask for. Take initiative.
6. Build bridges at multiple levels. Pay attention to juniors.
7. LISTEN. Take notes. Confirm in writing. Deliver!
8. Treat the client’s money as your own. Put the client’s interest first.
9. Deal with issues, not people. Never badmouth a client.
10. Make friends with your clients. Hard to fire a friend.
The blog Unsolicited Marketing Advice offers a few more tips that I found interesting:
1. Learn to listen and take good notes.
2. Keep a to-do list that works.
3. Learn to date your work: memos, reports, notes, etc.
4. Learn to delegate.
5. Be enthusiastic, positive, and loyal (to your agency and to your client).
6. Share ideas (don’t be a yes person).
7. Tune into as many media as you can find time for.
8. Learn to use technology, adding new skills and applications regularly.
9. Make time for professional development.
10. Build a network of knowledgeable pros, adding one per week.
11. Develop an outside interest which will add dimension to your professional growth, perhaps providing community visibility.
12. Pick up a hobby or vocation to take your mind off the biz.
Any tips you’d like to add?
Author: Marina Kaljaj