Accont Mgt Lecture

8/6/2019 Accont Mgt Lecture

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ROLES

AND

RESPONSIBILITIES

OF

AN ACCOUNT MANAGER

Joko Okupe

17thJuly 2003


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Who is an Account Manager?

Old Assumption

That person with charm, a genial smile, and perhaps the ability to

handle a head waiter- Herbert D Strauss Former MD Grey Advertising

New Reality

An Account Executive is that integral part of the decision-makingprocess on the accounts he handles.

He is the operational CEO on the accounts and must be organizedenough make effective decisions that will always impact positively on

his clients businesses.

He is the Jack-of-all-trade and Master-of-all.

He possesses the vertical view of the Agency business as well asClients businesses.


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Account Managers Roles

Acts as liaison between Client and Agency

Strategizes

Plans

Sells

Manages

Maintains

Administers

Consults

Clients AgencyAccount Manager


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Account Managers Responsibilities.

Must know the client

Must know the Clients Industry

Must know the Clients business

Must ensure consistent value delivery

Must know the Agency business and workings


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Critical basic knowledge areas.

Fundamentals of marketing

Brand Management

Strategic Planning

Management

Consumer Psychology / behaviour

Budgeting and Finance


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Difference between Account Management & Selling

The Salesman is focused on making sales of ready-made products or solution

The Account Manager is much part of the process ofcreating the solution.

Account Management has a holistic view of the total

process.


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Qualities of a good Account Manager.

Knowledgeable

Exposed

Self starter

Organised

Good co-ordinator

Good communicator

Good human relations Analytical

Business minded

Creative in approach


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Qualities of a good Account Manager.

Good writer and Presenter

Good sense of judgement-appraisal &

interpretation

Able to delegate

Able to impart knowledge

Good salesman

Motivator

Fast thinking

Doggedness


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Personality traits.

Vibrant high energy level

Intelligent

Ambitious

Honest

Trustworthy Courageous

Patient

Emotionally balanced

Friendly and humorous

Confident

Loyal

Tactful


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Service gap crises.

There areso many Account Managers

but no oneto offer help

and

no service .


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Service gap crises.

What really are you selling?

Campaigns?

Adverts?

Ideas?


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What are Clients needs?

1. Solutions to their problems.

2. Fair dealings.

3. Outstanding Service.

4. Partners they can trust for a lifetime.


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Defining & Managing Clients expectations.

When you are able to solve the problems that Clientsdrop on your laps, you are only maintaining the

status quo (meeting expectations)

When you go a few steps further by anticipating theClients problems,providing solutions to the

problems, you strive to help the Client avoid future

problems and you provide the Client with

unexpectedsupport,then you are servicing theClient.


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Defining & Managing Clients expectations.

Know the problem and provide a solution

Listen

Understand

Investigate

Ascertain

Strategise


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ESSENTIAL

COMMUNICATION

SKILLS


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Communication Process.

The Receiver is always rightbecause

it receives the message that is transmitted.

Ensure that you transmit the right message to the

right audience

Use the appropriate channel.Eliminate noise in the channel.


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Active Listening.Listen Actively by:

Listening and not talking - 80/20 rule

Giving undivided attention

Taking note of the tone of voice & body language

Taking detailed notes(exactly as stated)

Repeating what you think you heard

Ask the right questions-Insightful,pointed & direct

Maintaining eye contact

Taking note of what has not been said

Listening for the feelings behind the words


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Dynamics of Body Language.

93% of communication is non verbal

Pay attention to how other peoples body language impact

on your interaction with them and take cues from this when

you relate with others.

ASPECTS TO NOTE

Postures

Facial expressions

Hand & feet movements

Private space


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Writing Letters.

Respond to letters promptly

Ensure names are properly spelt

Ensure proper representation of titles &

designations.

Avoid visible erasures on letters

Avoid typographical errors

Learn the basics of official communication.


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PRESENTATIONSKILLS


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Producing effective Proposals.

Ensure a good understanding of the Problem.

Present the relevant facts and details.

Give an objective professional assessment of the

situation.

Set your objectives.

Present the Strategies.

Rationalise


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Attention Interest Desire Action

A I D A

Introduction Body Emphasis Conclusion

Flow of Presentation


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Meeting etiquette.

Prepare properly.

Dont waste time.

Always keep to scheduled appointments andif you cant send word ahead.

Prepare an agenda to guide the meeting.


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A few last words!

Continuously improve your knowledge base & skills-Read!Read!! Read!!!.

Be Proactive and not reactive.

Make your Clients more successful and their business lives

easier.

Be focused on creating and adding value.

Pay attention to personal grooming,finesse and etiquette.

Network as much as possible.

Strive to build lasting relationships.

Be diligent and strive for mastery.


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Thanks

and

Best wishes.

Documents

Accont Mgt Lecture