Client Account Management

by Rus Slater

Common questions

  1. Why do I need a client account plan?
  2. Who should be involved in producing the plan?
  3. What goes into a client account plan?
  4. What do I do with the plan once it is written?

 

1. Why do I need a client account plan?

You need a client account plan because

  • It gives an intelligent structure to your day-to-day and week-to-week role
  • It helps you to manage all aspects of your relationship with your client
  • It helps you to identify opportunities to retain, make related sales and get referrals
  • It makes it easier to identify goals for your team as part of your performance management
  • It makes it look as though you are in control, rather than just reacting to what happens to you!

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2. Who should be involved in producing the plan?

You can do it all on your own (and in some cases you may have to!), but if you can do so, then you should involve others. This

  • Takes the burden away
  • Increases the motivation of others
  • Raises your profile
  • Gets more brainpower involved (two heads are better than one)
  • Breaks down internal barriers
  • Gets buy in from people who can influence your success.

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3. What goes into a client account plan?

The bare bones are about

  • Who, in our organisation, is on this client’s business?
  • The client’s objective
  • Our overall objective
  • Our relations with the people within the client Analysing the relationships
  • A SWOT analysis
  • Our specific and short-term objectives. Our specific and short-term objectives

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4. What do I do with the plan once it is written?

The short answer is...

Use it!

Lots of business planning never gets looked at after it has been produced, so here we are looking at planning the work and then working the plan.

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