Working within the sales and marketing department of a business or organisation, an Account Manager is responsible for the management of client accounts.
The role of an account manager varies depending on the nature of the business, but, put simply, the account manager acts as the interface between the customer services and sales departments within a company.
This involves maintaining the company’s existing relationship with a client or group of clients in order that they will continue using the company for business.
It also involves identifying potential new clients and business opportunities and persuading new customers to place business with the company.
Account managers are responsible for working with clients to identify their needs and work out how the company can best meet those requirements, in order that the client does not decide to place business elsewhere.
Depending on the size of the company, account managers might manage a single account or they may have a whole portfolio of clients.
[title style=”bold” text=”SALARY”]
Account managers earn anything from £18,000 to £70,000 depending on their experience and the size and nature of the company but typically their salary will fall within the £24 – £34 000 bracket.
As sales are a key dimension of the role, account managers usually earn commission if they hit sales targets.
[title style=”bold” text=”RESPONSIBILITIES”]
The responsibilities of an account manager vary depending on the needs of the client and the nature of the company.
Typically they include:
- Identifying potential new clients and business opportunities
- Generating ways to attract new clients
- Liaising with clients in order to identify their needs
- Dealing with client requests
- Designing marketing strategies and media proposals for a product or service
- Ensuring that clients pay on time
- Ensuring that company outgoings are paid on time
- Communicating client agendas to other members of staff
- Maintaining a good understanding of clients and their business strategies
- Acting as the first point of contact for company clients
- Setting up meetings
- Liaising with other departments in the company according to client requirements
- General administrative duties
- Giving presentations
- Selling products and new campaigns
[title style=”bold” text=”QUALIFICATIONS”]
In general, account managers are required to have a good first degree, preferably in a business or marketing related subject, although graduates of other disciplines will usually be considered, providing they can demonstrate the necessary skills and commitment to the post.
Companies which have an international dimension to their work may also require employees to have a qualification in a foreign language.
[title style=”bold” text=”SKILLS”]
Account managers need to have a good understanding of sales and marketing, as well as an excellent knowledge of the company they work for and the products or service they sell.
More specifically account manager should have:
- Strong interpersonal skills
- A polite, friendly and diplomatic manner
- Excellent communication skills, both written and verbal
- A good sense of humour
- Good negotiation skills
- The ability to generate ideas
- The ability to prioritise and manage several different tasks at once
- An excellent understanding of client care
- The ability to work effectively to deadlines
- Good motivational skills
- Good common sense and logical thinking
- The ability to relate to a wide range of people
- The ability to thrive in pressured or stressful situations
- The ability to solve problems as they arise
- A committed and flexible attitude to the job
- Good organisational skills
- Good administrative skills
- Excellent planning abilities
- The ability to work independently and as part of a team
- Good IT skills
- Good attention to detail
- The ability to manage several tasks at once
- Good budgeting skills and the ability to handle finances
- The ability to handle rejection (when a client chooses to stop doing business with the company)
[title style=”bold” text=”CAREER PROGRESSION”]
ith enough relevant experience there is always the opportunity for career progression as an account manager.
With suitable experience, account managers could progress to the role of account director, marketing manager or brand director, all of which involve making decisions about sales and marketing strategies, supervising staff and delegating tasks to other members of the team.
The skills required of an account manager are extremely transferable and allow employees to move on to many different jobs that are not directly associated with account management.
Alison Pilling is 45 and an account manager for a legal publishing company. She gives us the inside story …
I have been working as an Account Manager for thirteen years.
Prior to that I taught English as a Foreign Language in Indonesia.
My daily routine varies depending on whether I’m working in the office or on the road meeting with customers.
When I’m in the office I drink a lot of coffee (!) and spend most of the day e-mailing customers, dealing with queries regarding prices, products, trials and any other problems they may have.
I also arrange meetings, try to sell books (our products) and talk to customers and potential customers about our online services.
If I am out on the road I usually see four or five customers each day.
During our meetings I talk to them about the new books we have published, demonstrate our online services or try to come up with creative ways for our customers to pay for what they need.
During lunchtime I often take customers out for lunch to get to know them a bit better but if I have my own time I try to get out to an art gallery or other place of interest.
There are lots of things I enjoy about being an account manager.
I really value the flexibility and being able to plan my own time and manage my diary.
I also love meeting the customers and building up relationships with them, and then working with integrity to meet their needs.
The worst aspect of my job is selling products on the phone so I tend to leave that to other colleagues who prefer it.
I also dislike making appointments.
To those thinking of doing this job I would say be sure that you like working independently and have self discipline.
You shouldn’t be an Account Manager if you like the comfort of being in the office all the time and don’t do it if you need other people to motivate you or you like daytime TV!
Having targets is a constant pressure so be sure you’re prepared to live with that.
Choose a quality product to sell, with limited competition.
Sales is a great place to work and can accommodate all sorts of people.
I’m very much into the work-life balance so being an account manager is great for that, providing I hit my targets.
On the other hand I have younger colleagues who work harder and are more ambitious – the role suits them because account managers can earn more commission the harder they are willing to work.
I’m not really a team player so will probably stay in sales rather than move to managing a team though that would be possible.
I’ve had a life coach for the past eighteen months so may try to set up an additional part time business doing that.
I would also like to start working fewer days!