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    Submit Brief

      Advancing in account management – what you need to know

      By Polly Lygoe     

      Back in June, as part of our Lockdown & Learn series of webinars, we held two one-hour online events for account handlers – Account Management Advanced Basics and The Advanced Account Handler: A Strategic Partner. Both were presented by the highly experienced client services director and coach, Polly Lygoe.

      In October, Polly will be presenting the full half-day and full-day workshop versions of these webinars, delving deeper into the skills and techniques that will enable you to make the transition from great account handler to indispensable strategic partner.

      We asked Polly to share her top four essentials for account handlers hungry for success.

      Know your clients – and their businesses
      This idea is at the core what I teach at my workshops. Go beyond the brief. Take a 360-degree lens and study your client’s business, positioning, target audience, competitors and any data on its wider market sector you can get your hands on. Encourage people in your teams to do the same. Then, use what you find out to help the client explore new and perhaps unexpected ways to grow and/or enter new markets.
      This way, the client will see you both as a genuine leader and a credible strategic partner – a significant and profitable step up from being the account handler.

      Know your strengths – and when to use them
      Don’t ever stop learning and discovering. Your ability and willingness to create opportunities by blending market insights, deep knowledge of your client and the increasing range of marketing disciplines and tools will help you consolidate your position as a valued ‘insider’.
      It follows that when your client is successful, you’re successful. So, make the most of the expertise you have at your disposal by bringing the best of your resources to bear at the moment of maximum impact – both for your client and your organisation.

      Know yourself – and collaborate
      Self-awareness is the foundation of brilliant collaboration. It’s a key factor in our emotional intelligence (aka EQ), which in turn influences how we form and build relationships.
      Once we understand our own “type” as well as that of our clients, we can identify common traits, what motivates clients, what scares them, how they like to communicate and collaborate and much more. This is a fascinating element of the client/account manager dynamic and something I cover in depth in the workshops. For example, you’ll get to profile your own behaviours and explore personality types so as to engage as effectively as possible with clients and colleagues.

      Know what you’re bringing to your business
      As a strategic partner to your clients, you’ll also be a major asset in your own organisation.
      Which is why, in my full-day workshop, The Advanced Account Handler: A Strategic Partner, I demonstrate how to develop models and account plans that, as well as serving your clients, will drive revenues and profitability for your employer. This skill will boost your chances of being involved in conversations about the wider strategic goals of your business – and help you take the next step in your career.
      After all, once you’ve mastered the finer points of advanced account handling, nobody will know more about the life blood of your business than you.

      Account Management Advanced Basics workshop is on 14th October, 10.00am – 1.00pm. Find out more and secure your place.

      Advanced Account Handler: A Strategic Partner workshop is on 15th October, 9.30am – 5.00pm. Find out more and secure your place.