What creative agency leaders want
Most creative agency leaders want just three things. They want to get new clients. They want to keep the clients they’ve got, and grow the clients they’ve got. The account management team who are managing those client relationships on a day-to-day basis can really help with that and they may need help to increase their account manager skills.
How the agency account management team can help
I think you can help them in three main ways:
1. Help them articulate what you do
The first way is to help them articulate what you do as an agency. What you do, who you do it for, how you do it, and maybe how you’re different and your mission. Because those account managers are your ambassadors. They’re the ones that are going out, talking to potential new clients. They’re also talking to their peer group, and their peer group might be the talent that you want to attract ultimately to your agency. Arm them with how you want them to be talking about your agency.
2. Help them ask great questions
The second thing is to help them have the ability to ask really good questions. I think this is a skill that’s so valuable for account managers. Ask great questions and listen, because the more they can do that with your existing clients, the more they’re going to understand your clients better, understand their problems, challenges, and identify areas where perhaps you can add more more value. That’s a really good skill to have. Helping your account management team ask great questions.
3. Allow them time to understand what you offer
Thirdly, it’s allowing them time to understand what you offer as an agency. That could be sharing case studies. If you’ve got an account manager that’s just joined the agency, they might not understand all the amazing things that you do. Sharing your case studies around and sharing from one team to the next team what each team is doing and why is great and also understanding why that’s different and how that’s helping clients is a really brilliant exercise to do.
What do you think?
I’d love to know from you, what do you think your agency account managers can really help overall with growing the existing business and increasing your client network?
