While preparing for a seminar with David C Baker, I’ve been reflecting on what de-motivates account managers.Unlike many agency advisors, David has invested in profiling account managers.His research over many years shows there are behaviour patterns.In this 2Bobs podcast episode, he shares what he has discovered.Not only could I recognise myself, but I have been training account managers since 2016 and can validate his findings.If you’re an account manager I’d like to know if you listen and if it resonates with you too!And if you’re leading an account management team, it’s worth understanding how they tick – particularly because you’ll de-motivate them if you:
- Don’t provide a clear career path
- Hire another AM without including them in the process
- Set their account growth target without context or discussion
- Don’t include them in internal meetings about their client
- Do all the talking in their client meeting and ask them to take notes
- Don’t acknowledge when they turn a tricky client situation around
- Don’t ask for their feedback on evolving the agency’s services
- Don't give them recognition when they've gone over and above
- Don't give them feedback on their performance
These are just a handful of things I hear from superstar agency account managers who feel underappreciated and boxed in.If you create the conditions for AMs to thrive and give them support to do a great job, they will grow your client relationships and agency business.If you are in the US and can come along to the March 2023 seminar in Atlanta, check out the details here.
