Achieving Account Management Excellence

What DO Excellent Account Managers do differently?


There’s account managers who seem to just about do enough in terms of generating profitability. And then there is successful Account Managers who are critical to their business and the customers they serve.

This sounds familiar with account management teams across the responsible for developing account managers….so we’re asking the question….

Just what is it that they do differently?


What behavioural characteristics do they demonstrate that makes them the Account Management supremo?

There are several key traits that make up what an excellent Account Manager does and we thought we would share what we’ve noticed during our experience of working with account management teams.


The great account managers will continually maintain all channels of communication and will often find themselves making dozens of calls in a day.

And it’s not just keeping their key contacts and stakeholders updated and informed as to what’s going on, but also suppliers and project managers. Excellent Account Managers will never fully ‘switch off’, they’re always available and will religiously check email and remain in the loop, even during periods of annual leave.

How do they do this? Simply put, they are masters of communication.

Superior account managers embrace the latest technology. They use multiple platforms to communicate in a versatile way with their client.


They call on their organisational skills and are usually known for their ability to do so. Excellent account managers also can organise on a small or a large scale whether it’s a conference call with several parties, a business meeting or an event and their efficiency at organising these is always noticeable and evident. Their productivity is high and they can always call on the right support for the right customer project.


A great account manager possesses excellent relationship skills. They will constantly strive to develop their personal relationships.

These do not happen overnight and are perfected over time and then used to open and establish what will become a long-lasting relationship. The adage that we’ve all heard goes ‘people buy from people’…. there may be an element of truth to that, however people buy value and quality based on a relationship of trust.

Great account managers take the time to understand their contacts, their business, their motivators, their issues, their headaches and what keeps them awake at night and will work on solutions…..they research tirelessly so they are prepared and never take things for granted. Great account managers care for their customers and will very often go the extra mile to ensure deadlines are met.

Another essential component in relationship building is that recommendations are given for new business opportunities emerge which can benefit the account manager.



Account Managers who are more successful than other account managers  usually manage larger spending accounts and with added responsibility to their customers. They will not be afraid to tell a large spending account that they are potentially not making the right decision, or not selecting the right product or service. They will then present more options and see through to a solution.

5 elements of great Customer Service

5 elements of great Customer Service


Being focused on great service can raise so many positive aspects in a business. It can save you money and build an identity, and a business with an identity is pretty powerful stuff.

Just ask Apple or Nike! Each of these brands is recognised by a unique ingredient. Apple is synonymous with technology and Nike with sports and fitness. The thing is that their identity was created by a demand focused on a specific interest and with a large, financial investment.

Building a business with an identity based on great service will cost you much less and give you so much more.

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The impact of great Customer Service

The 5 Impact Points

1. Free advertising

That’s right, leading your products with great service standards is the height of free advertising. And for the best in the business who serve with real gusto and love to exceed customer expectations, their reputation is continually passed on. People will actually pay more for the product because of that service. 

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Customer Experience in 2019
2. Customer Loyalty

When you get the service right, watch how quickly clients work in to support you. Consistently impressing and building on customer satisfaction means your mistakes will more likely be passed over.

Make others the centre of your attention and you’ll be amazed at how quickly they will make you the centre of theirs. 

3. Reputation and identity

Comfort of a brand can have enormous impact. Trust and confidence is everything in business. When a client finds it they will hang onto it, protect it and look at every opportunity to praise it. Think of how many brands you recognise instantly and which brand you tend towards because of this comfort, reputation and familiarity.

4. The Fan-base grows

Be ready for the onslaught of CV’s and job enquiries. As your reputation expands so does the eagerness for others to be involved. The best in business will attract the best, it is unavoidable. Staff will identify the value to themselves of being employed with the top performer in the field. Identity works both ways.

5. Suppliers and partners.

Companies proud to be associated with you will bring substantial benefits to you. For instance, you will get better contractual agreements for their being your sole supplier and, as a consequence, stronger buying power.  For them, your well-known brand supports their own credibility and reputation. Notice how quickly companies will openly acknowledge brands they support or are in partnership with. It is a way of doubling advertising reach at low cost and harvests a greater source of consumer leads.

Outcome is the most curious component of business. You may have a belief on how things will turn out if you do this, or connect ‘this-to-that’ – yet business is organic. Something you nurture, tend to and improve on, and you ultimately have no idea in which direction it will take you.

Consider profitability and strive to improve it. Mark a starting point at the service the client expects, and when you then move beyond their expectations, the results can be outstanding.

Just look at Nike who were almost bust before they adopted the ‘tick’. Apple started in a garage but that didn’t stop them. Imaging your brand, your style and your service, will take your business far…