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.
Please leave a comment in the box below I’d love to hear whether you think account handlers receive enough training?