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Account Management - Where Sales & Customer Service Meet

Career Overview

Account management combines sales with customer service. Account management professionals work with clients to ensure they're getting the most out of the products and services their employers sell-and to persuade clients to continue to do business (preferably more and more business) with their employers over time. In high tech as well as in more traditional manufacturing industries, this means making sure that clients are happy with your company's products. And many service-oriented businesses such as advertising and public relations agencies provide similar support to their customers.

Account management acts as a liaison between a company and its clients. Account managers work closely with customers to determine the customers' needs. Then they make sure their company develops products or services to meet those requirements.

You can think of account managers as corporate jugglers. They create budgets and schedules, enforce deadlines, and explain clients' agendas to their staffs and management. They also identify and solicit new customers.

Account managers coordinate everything and everyone. They make sure no details fall through the cracks. Clients can depend on them to protect their interests.

Account managers keep a careful eye on projects in development. They let customers know how their accounts are progressing and are the first to hear about problems. When something blows up-such as when deadlines aren't met or, in the advertising industry, when a client hates what the agency's creatives have put together-they do their best to smooth things over and maintain a good working relationship.

Account managers work in many different industries. Examples include employment agencies, consultant firms, Web-design companies, and advertising and public relations firms. Any company that serves other businesses hires account managers to ensure its clients' needs are being met.

In advertising, a business hires an agency to come up with an ad campaign. The account manager works with the client to determine the type and scope of the campaign. He or she then communicates those concepts to the ad agency's creative team. As the project progresses, the account manager makes sure the campaign meets the client's specifications.

Account managers need to be detail oriented. Organization is a key part of the job. You will be expected to keep on top of every aspect of the project. Good communication skills are also necessary. Account managers interact with clients, creative staff, and management.

Promises made to customers must be kept. You can't offer more than your company can deliver. You need to know exactly what services you can provide and how quickly a project can be completed.

An experienced account manager understands that knowledge is power. Clients expect the account management team to understand the needs of their businesses.

You will need to learn as much as you can about your clients. The more industry insight you bring to the table, the better. Read up on changing business trends and strategies. Your knowledge base will attract new accounts and keep the ones you already have.

Unfortunately, all projects do not go as planned. Sometimes a client won't like the work that has been done. It's up to the account manager to fix the problem. He or she will talk to the client, find out what's wrong, and try to come up with a solution.

Some clients will be harder to work with than others. You may need to hold a client's hand as you walk him or her through a project. When a deadline looms, long hours may be required. Whatever the case, an account manager seeks the best solution for his or her client and employer.

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