As an Account Manager, I like to think of myself as the middle man between client and agency. Or another analogy, if you’re a big Harry Potter fan like me, is an Owl. Delivering important messages between wizard and witch, with care and on time. Ok, it’s a bit far-fetched but you get me? (I clearly am still waiting for my letter to Hogwarts).
But in all seriousness, as an Account Manager you really are that middle man, with a focus on maintaining a productive and fulfilling relationship between client and agency. Everyone wants something from you, not now, but yesterday.
Without dying for a deadline, I believe there are 4 key skills you must possess to be an effective Account Manager.
Communication
Yes, it is probably the most obvious skill to possess, but communication really is key when it comes to effective Account Management. Communication means sharing and listening, which as an Account Manager means taking the information provided and turning it into gold. I find effective communication is most important in this role when understanding and dissecting a brief, de-briefing and brainstorming with the designer or liaising with client and supplier to ensure the client’s vision is clear and the designer’s work hits the mark.
Attention to detail
As you are the one in direct contact with the client, you know what the client wants, how they want it and when. So, it is integral that you pay attention to detail. With so many different perspectives in the mix, it is easy for mistakes to slip through or visions not be translated correctly.
To avoid these little obstacles, it is always a great idea to go through the designer’s work with the designer and ensure it reflects the brief and client’s vision. Provide any additional comments and tweak (if need be) before sending through to the client for review.
When receiving client feedback and making any artwork amends, we ensure to thoroughly cross check everything is accounted for and seek out any little mistakes. When it comes to final proofing before print or distribution of an eDM, we like to do what we call a ‘Flick test’. We pull up the client approved artwork alongside our packaged final file and flick between both to ensure nothing has dropped off or content hasn’t changed in its final stages.
Do not overlook anything!
Highly organised
Just like any managing job, you’ve got to be organised, and not in a ‘neat mess’ kind of way. I’m talking colour coordinated, check lists, spreadsheets, files, a walking Officeworks advert kind of way.
The more organised you are the more effective you can be in your job. As an Account Manager you are handling multiple projects and clients at one time, and they’re trusting you to pay attention and pull through. Some of the ways I like to keep on top of things is to create to do lists and stick to them, have weekly catch ups with staff on projects and forecasting, strict folder and email filing, keep my workspace clean and always learn from your mistakes!
Be proactive
You’ve got to take initiative and be active in your position. Your clients are running a million miles a minute and need a proactive Account Manager to actively follow up, remind, ask, suggest and solve their needs.
To ensure I am staying proactive, I make sure I am effectively responding to each call, email, meeting, brief and brainstorm that comes my way. This means always putting your hand up, asking questions, offering ideas and getting yourself out there!
I think there are probably several other ways one can be an effective Account Manager, but I guarantee they’d fall under my top 4 skills – Communication, Attention to detail, Organised and Proactive. Overall, an effective Account Manager is more than just a project manager, they create value and foster growth with clients as well as in the agency. They are always there to help get the message across.
