Have you
ever asked yourself why your organization has account managers? I
hope it is not just to avoid the term sales representative, because
customers have low esteem of people with" sales" in their
job title. Account managers are there to help accounts (clients) to
buy more from your brand.
What is
the behavior of a client called who buys repeatedly from a brand?
According to 12MANAGE
Thex Excutive Fast Track, this is called loyalty. So my
hypothesis is: Successful account managers are good at managing
loyalty and thus getting existing clients to buy more from their
brand. Successful account managers are thus able to get more from
what they have.
This is
one way of adopting to the new normal where budgets are tight and
resources are scarce. The first step to this goal is though that you
do not loose anything from what you have. What is the strategic
asset not to loose for account managers, and the whole company for
that matter? Clients, which to me, is the term for loyal customers.
On
January 26, 2010 at 1 p.m. US EST (6 p.m. GMT, 7 p.m. CET) I will
give a Masterclass over at Top Sales Experts entitled “How Account
Managers Can Grow and Keep Their Strategic Assets: Loyal Customers”.
I am happy to offer to the readers of this blog a free access to this
otherwise payable Masterclass. You do need to register though which
you can do by following this link.
In this
Masterclass, I will discuss how the above definition, together with
the Net Promoter Score Model by Fred Reicheld and the Model presented
by McKinsey on the Consumer Decision Journey can be combined into one
actionable model to understand how to become a better account manager
by focusing on customer loyalty.
You will
learn:
-
Why
account managers shouldput less focus on the sales cycle and
concentrate on what happens with the customer before and after a
purchase is made.
-
Why
this new focus pays off
-
Why
there is an “early mover advantage” in proactive account
management
-
What
you do on a strategic level when you concentrate on what happens
with the customer before and after a purchase is made
-
Why
it pays off to be honest with the promises you make to customers
I will
not tell you a story of the type “I have done it, it has worked for
me and there is no reason why it should not work for you”.
Instead, I will give you a concept based on many years of experience
in coaching strategic account management teams, allowing you to
understand your potential cost of pain with your current account
management approach and how to get remedies for this pain.
Should
this be of interest to you, then please join me on January 26, 2010
at 1 p.m. US EST (6 p.m. GMT, 7 p.m. CET) when I will give the
Masterclass over at Top Sales Experts entitled “How Account
Managers Can Grow and Keep Their Strategic Assets: Loyal
Customers”.As a reader of this blog you can register by following
this link
to get free access to this otherwise payable Masterclass.