Are you an account manager? Thinking of taking account management courses in the UK? Constantly learning and improving your account management competencies are crucial to today’s account managers. But why does this importance need to be revisited?
Making a mark on the market is more than just a business objective. Gaining buyer trust and loyalty to your brand defines your business’ importance. To successfully sell products and services to customers, a dedicated sales and marketing effort is mandatory. To keep these customers in the long-term, you need articulate account managers.
Retaining Customers and Developing Relationships
As a client-facing and post-sale duty, account management is key in customer retention and development. Account managers oversee accounts during the life of a project and maintain support to guarantee return clients. Account managers grow these accounts by renewing or expanding contracts.
As soon as clients buy products or services, the account manager aids in the delivery of non-customer support to provide the clients with the most of what they have bought. This can be done by helping the clients determine growth strategies that matter. Making customers satisfied is indeed a clear imperative.
Towards Better Account Management
Current research literature on account management practices has highlighted issues that need to be resolved. Firstly, many firms have focused on traditional account selling. A solution to this issue is to change client management internal processes to capture the relational aspects of account management. Secondly, managers are working overtime, determining key competencies and best practices with little regard to theory and empirical results. There is a need to go back to the fundamentals of account management and serve it with novel research outcomes. Lastly, even with the growth of supply chain management, the seller remains the dominant factor. Account managers, in terms of implementation plans, must balance the value of both buyers and sellers.
Strengthening account management in a business involves a refocusing of importance to the buyer. Selling that is in tune with cases, best practices, and the impact of the supplier can be strategic. However, it will not sustainably develop customer retention and relationship.