Note the word ‘adequate’.
I should say that many agency Account Managers and Account Directors do in fact receive training but rarely comprehensive training in how to grow business.
Many would benefit from a process to help them identify business opportunities and cross-sell products.
‘Growing accounts’ is included as a job requirement in most job postings as it’s a key skill needed for the job. Here are three excerpts from recent job ads:
Agency Account Manager – £29k plus benefits (brandrepublic.com)
– Focus on growing and developing both the business and the client relationship with support from senior team
Account Director – £40 to £45k (Marketing Week)
– You will have a real drive to succeed in your role but also to develop the agency by winning new business and growing accounts.
Agency Account Manager – £35k plus commission (totaljobs.com)
– Success in winning new clients and building a client base
Yet how often is ‘growing business’ taught?
Or maybe you think the skill of growing business cannot be taught and comes down to personality, persistence and luck?
From a recent straw poll of 20 account handlers (from junior to senior), only 6 had ever received any training in how to grow business and out of those 6 only 1 still used the business development technique that was originally taught. A small sample admittedly but it probably is reflective of the industry generally.
If you believe that growing business should be something every Account Manager should have access to then go to this link where you can sign up for some FREE training in how to grow business.
Please leave a comment in the box below I’d love to hear whether you think account handlers receive enough training?
Hi,
A great topic.
I’ve worked in agencies for over 10yrs – from account exec to running my own department. I’ve never been formally told (or shown) HOW to GROW business. It is generally assumed that you’ll ‘learn on the job’ and be ‘mentored’ and ‘coached’. This rarely, or more accurately, happens in a consistent manner.
But, what does growing the business mean? Does it mean increase account revenue, a higher margin, winning new business…of course, it means all of the above and then some. In my mind, and experience, the key to this definition is to build strong, trust and competency based relationships with your clients. And through this, as we do in our non-work lives, reap the rewards (growth) at work.
Thanks for your comments Rupert. I totally agree. If you can build the trust and have the competency, account growth happens.
Having worked in many different agencies throughout my 20 year plus (gulp) career from AE to GM I’ve seen some account handlers with potential flounder due to lack of guidance.
I see two issues; 1. Those assigned (or who should act as) ‘mentor’ are not always the most proficient at supporting and bringing the best out of others. 2. There is an absence of an agency-wide, agency-understood approach/strategy for account growth. Therefore it continues to be a ‘pot luck’ type scenario.
Thanks again for your thoughtful comments. I’ll climb back down from my box now ;-).
Nope…
Go to any sizable company and they invest in training for their staff. Ad agencies will tell you their “most important asset” walks out the door every evening. But most marketing firms spend very little on staff training.
That said, one of our most successful training programs outlines exactly what you state here! I wrote up a bit about it here:
http://sandersconsulting.com/newbusinesshawk/organic-growth-create-a-culture-to-grow-clients
Great post Bob, thanks for sharing. Good to find your site!
What you say is so true! The ‘biggest assets’ often wing it on behalf of the agency and everyone keeps their fingers crossed that they make forecast. It’s great you’re offering a training programme to address this. Inspiring.
Please do come again. I look forward to reading more from your blog.