Understanding your clients, particularly culture and psyche, is a pre-requisite for successful account management and development, everywhere.
Without a satisfied client you have nothing …………… apart from maybe an opportunity to turn the situation around if there have been client management changes or there is a newly-appointed supplier account manager.
Client managers & client staff are human beings, they have good days & bad days just like you and me! They have pressures inside & outside work. Some are in the wrong job. some are just not up to it. Some are on the way up, others on the way down. Then there are those that are just plain difficult, who’ve got attitude – probably the worst of the lot because many are more than capable but just make things very uncomfortable for others.
However, no matter what these people are like, you have to work with them. You have to get onto their level and develop a sound business relationship, regardless of how difficult it may be.
Also, everyone must be fully inducted before they start working for any client which will include client history, relationships, culture, protocols, dress code, security (client site, themselves, their work), organisation charts, contact details, difficult/problem people, do’s & don’ts, etc., etc.
Here are some example critical success factors which should help smooth the ride:
- the client’s culture will always be sacrosanct whether you find it agreeable or not; you need to understand, accept and comply with it
- integration with client staff, unity & teamwork
- increased productivity of client staff/managers
- one focal point (account manager)
- skills & knowledge transfer to client staff/managers
- early warning of issues/bad news
- strive to be regarded as fair & reasonable, reliable and value for money
- demonstrate innovation with practical, appropriate and effective solutions
- show commitment & pride throughout
- never underestimate an individual (although they may be inadequate they will always know others who aren’t, some of whom may have influence)
- strive for client managers to look good (let them take the credit even though it’s been down to you; they’ll know that even if they don’t acknowledge it, and it will make you less dispensable)
- never knock the competition; your client contact may have a relative or friend working there or they may have worked there themselves and have positive memories
- cultures are not usually written down (& individual views on what it is may vary). Great care must be taken regarding the culture & practice of sub groups within the client organisation as these may not be consistent with the client’s overall culture & practice. Indeed, there may even be significant conflict so beware
- certain individuals at every level will be seen as ‘company people’, people who understand and adopt the core values, ethos, etc. Others either don’t understand the culture or do understand but don’t want to conform or openly resist – this is regarded as career suicide by anyone who has accepted/adapted to the company culture and is committed to that way forward
- over time you will identify 1 or 2 client ‘culture role models’ but take care to ‘reassess their game’ every so often as they may fall out of favour
In order for suppliers and clients to develop compatible business relationships, it’s absolutely vital that the client’s culture & psyche, and the supplier’s values & ethos, are understood and accepted by both parties. If contractual obligations are also being fulfilled, the chances of synergy and harmony will significantly improve.
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Best Practice Quote 2 of 13:
“A stubborn resilience, determination & professionalism will eventually win through when confronted with unpredictable client behaviour”
NEXT BLOG: Values, Ethos & Image
A complete set of account management components can be found at accountmanagementgold.com, all of which aim to significantly improve supplier performance and block the competition.
As an introduction to these components, I’m writing a series of blogs which I hope will be of value and appropriate for the type & size of your client, prospect and target organisations:
- What is Account Management?
- Understanding Your Clients (today)
- Values, Ethos & Image
- Supplier Account Manager
- Relationship Management
- Client Contact Management
- Sales Propositions & Opportunities
- Sales Opportunity Qualification
- Balanced Scorecard
- Risk Management
- Account Performance Reviews
- Satisfaction Surveys
- SWOT Analysis
As these blogs will be geared to anyone engaged in developing new business with clients or prospects, and for ease of context, I’ll regard all readers as account managers as everyone has the same endgame, no offence!
I really hope you, your colleagues & business associates find value in these blogs; please let me know either way. Please also get in touch if you think there might be potential for our businesses to collaborate.
ASPIRE’s MISSION
– to enable businesses to minimise risk in all that they do with particular focus on developing long-term revenue streams
– to increase productivity/profit/margin, client/people networks, trust/integrity, reputation/market standing & morale/pride
Richard Wright
Managing Director
ASPIRE Account Management
accountmanagementgold.com