Comments on: How to Lose Your Clients: Account Management

By: pratt

pratt — Fri, 14 Mar 2008 12:19:19 +0000

Thanks, Paul. I couldn’t agree more about not being able to promise rankings. As long as you can demonstrate the progress you are making to the client, they will stay a happy camper.

By: Paul Burani, Clicksharp Marketing

Paul Burani, Clicksharp Marketing — Fri, 14 Mar 2008 12:15:29 +0000

Well done, particularly the part about the progress reports. Especially in the SEO game–where it’s impossible to make guarantees. This way you can say, “look, I can’t possibly make promises about your search engine rankings, but I can promise you regular reports to keep you in the loop.” This kind of data can be pulled from all kinds of sources, and allows both parties to make snap decisions when needed.

By: pratt

pratt — Thu, 13 Mar 2008 23:36:16 +0000

@Rachel – I think you are spot on. It is really tough to develop these skills, and you really have to work at them. It helps if you have prior experience with this type of thing, too.

@IMJ – I’m glad you were able to make your way here, and thanks for following me on Twitter! Give me a shout sometime.

By: Internet Marketing Joy

Internet Marketing Joy — Thu, 13 Mar 2008 21:29:43 +0000

Hello pratt..^^…I’m new here in your site…when I saw the follow me in Twitter note on top of the page, I clicked..I was surprised I was already following you..^^..by the way, I’m yojspew in Twitter..^^..I’m just glad to come across your post today in Sphinn.com..^^

Speaking of your post..I agree with you…it is really important to have an open communication between the client and the account manager..that way, both parties know what the other wants…also it could help in avoiding conflicts between them..^^

By: Rachel Lovejoy

Rachel Lovejoy — Thu, 13 Mar 2008 16:09:23 +0000

i believe being a good account manager requires a definite skill set and aptitude for the role, and that once you have cracked it you should be able to transfer your skills into any industry where a good AM is needed. I STARTED in media and publishing, but have also been an AM in travel retail and now software, SEO and SEM! The principles remain the same, and i just have to make sure I get up to speed as soon as possible on the industry. This may require extra OOH work, but how can you do the job if you can’t understand the needs of the client?
I always think though the freal key is in the name. We MANAGE the client- that is their expectations, and their responses to us and our work and companies, good and bad. We stay in control.
ps OOH out of hours, in case you wondered!
pps nice to see us AM’s get a mention!!!

By: pratt

pratt — Thu, 13 Mar 2008 15:41:39 +0000

@Tony and Rachel – I’m glad you’ve also found that these tactics work. I’ve seen so many people commit one or more of the mistakes above and as a result, they spend most of their time putting out fires.

By: Rachel Lovejoy

Rachel Lovejoy — Thu, 13 Mar 2008 14:55:46 +0000

I have been an account manager for over 15 years,(with a variety of companies in several industries)and I have to say I would agree with the points in this piece. I would also add that excellent communication skills and a well honed sense of humour are also essentials!
Now if only we could set the clients some guidelines too…..

By: Tony Wright

Tony Wright — Thu, 13 Mar 2008 14:55:12 +0000

Great advice. As someone who has spent his career in client service, both with large advertising agencies and search shops, I cannot tell you how true this is.

By: Sue Massey

Sue Massey — Tue, 11 Mar 2008 21:23:54 +0000

I like your writing style. Looking forward to reading more from you.

- Sue.