Training for account handlers: don’t leave it to chance
Once upon a time, on-the-job training was brilliant.
It was brilliant because people interacted closely and had time to support their colleagues’ personal development.
At agencies, this meant the healthy friction between teams, departments and clients was good for aspiring account managers. Of course, there were differences of opinion but everyone shared the same goal: to create brilliant work that exceeds clients’ expectations and builds their business.
Today, on-the-job training is not so brilliant. As in so many other parts of our lives, human interaction is waning. Too many agency teams sit at their desks wearing headphones and staring at screens. More and more contact with clients these days is via conference calls, emails and texts.
We’re connected to the world outside, but not to each other.
Furthermore, we’re all under pressure to achieve more with our time. Good time management is good for profits, so it follows that getting things done is the name of the game.
But what if, for example, as an account manager, you’ve not had the training to fully grasp what the client really needs and interpret that into a brief for the creative team? You could well be into version 8 before any meaningful work gets started. Think how much time that’ll cost, then multiply it across all your clients and all your projects.
Of course, there’s no guarantee you’ll be right first time every time. But the better you get, the more time you’ll save, and the more effective account manager you’ll become.
Essentially, good account management is about understanding your clients, their market sectors, their products and services and their customers.
And from there, it’s about understanding how best to develop your client’s communication campaigns.
At this point, doing what’s right for client is also doing what’s right for your agency.
In today’s pressurised and target-driven environment, there are limits to what you can achieve with on-the-job training. With our Account Management Workshop, however, there are none. We only need half a day of your account handler’s time and our first workshop is in central London on 8th May. Book now or call us on 020 7323 1966 for more information.