Achieving sustained client success demands more than a mere plan – it requires a nuanced and comprehensive strategy. At its core is a profound understanding of clients, delving into what truly drives them. This understanding lays the groundwork for a clear definition of practical and transparent goals, project scopes, objectives, and deliverables that seamlessly align with both business and client needs.
A cornerstone of this strategic approach is the implementation of an internal Account Development Plan (ADP) tailored for key clients. This living document serves as a comprehensive repository, capturing crucial elements such as each client’s company objectives, business challenges, competitors, key stakeholders, and their current and future states. It empowers account managers to dive deeper into products, services, or other offerings that could optimise the account and cultivate a robust client relationship.
For streamlined operations, seamlessly integrate the ADP within your CRM, mitigating the risks associated with scattered data. Whether your CRM allows direct creation of ADPs into each account or ensures the most up-to-date ADP is attached to each account, this step is pivotal for efficient processes.
Consider the ADP as a dynamic asset, evolving in tandem with the client relationship. Alongside the ADP, craft client-facing Action Plans for projects and deliverables, collaboratively developed with the client. In these plans, capture actionable steps, desired outcomes, team roles, milestones, and key dates. This not only enhances delivery and engagement but ensures a unified and tailored strategy resonating with the client’s objectives. Plus, it’s easier to follow up with a client on a lagging action if it’s noted in the plan as their responsibility.
Incorporating these into your Account Review Meetings ensures an ongoing focus on actionable steps, fostering progress from both sides.
Each ADP should function as an internal blueprint for success, offering a structured framework for navigating client relationships efficiently. Coupled with client-facing Action Plans, this integrated approach guarantees a collaborative, transparent, and effective partnership that withstands the test of time.
If you would like help in creating a more effective account management function, contact Sharon for a complimentary discovery call.