Why do account managers not cross sell and upsell during client meetings? When agency owners come to me for account management training, they’re really looking for 3 outcomes:
- More predictable client retention and revenue from existing accounts
- A repeatable process for point 1 (so the skills don’t sit with just one person)
- A competitive advantage (the compounding effect of 1 & 2 becomes a point of difference)
In 2023 and beginning of 2024 many agencies found their new business pipeline stalled – so they turned their attentions to growing the existing client accounts.
They realised that their front-line account managers weren’t set up for success in this area and/or they needed to upskill their entire team because they didn’t have account managers!
The future proofing of any agency will not only require “landing” new business – but also equipping all client facing team members with the skills and internal processes to “expand” the business.
Cross selling opportunities
Consider the impact to the agency of not equipping at least the front line account managers with this skillset and mindset. The client:
a) Doesn’t know the breadth of ‘ever evolving’ services the agency offers because the AM isn’t reminding them so they may end up giving additional work to other suppliers
b) Treats the agency (understandably) as a transactional order taker rather than a valued consultant because the AM isn’t proactively uncovering client challenges and offering solutions which means they’re more susceptible to changing to another agency
c) Stops being responsive to emails from the agency and de-prioritises agency interactions because what’s the point in engaging with an agency who always ‘waits’ (“what other work do you have for us?”) vs ‘gives’(“some of our other clients have been inviting us in to help them plan their digital marketing activities next year because they’re interested in hearing the latest digital marketing trends and what’s working for other clients, would it make sense for me to spend a few minutes explaining how that’s been working?”)
They’re not having those conversations, not because they’re lazy – or they don’t care.
It’s likely due to some/all of these reasons:
- They’re focused on delivering the current project and providing great client service and/or believe this is where they can add the most value
- They see themselves as a project manager – rather than a creative/ ‘ideas’ person
- They don’t think clients will welcome their input – or value their ideas
- They DO have ideas – but they’re not sure if they’re any good (or even if it’s ‘their place’ to suggest them)
- They’re not sure how/when to bring up ideas for new projects/services – without coming across as pushy/’salesy’
- They’re too busy to think about suggesting new ideas beyond the current scope of work
….and lots more reasons!
All of this points to a lack of confidence (and direction and support) – rather than someone who doesn’t care.
How can account managers be more confident?
You can’t just tell account managers to be more confident!
If the agency’s senior leadership team wants account managers to spot commercial opportunities in meetings, they need to know what to look for – and how to ask great questions and/or follow up.
If you’re in charge of the team and you want them to have the confidence to present/propose ideas to clients – without being reliant on you or another senior team member being in the room – they need to be shown how to do that.
And if you don’t want them to feel awkward about when/how to bring this stuff up – they need to know what effective client growth plans look like, why they’re important – and how to design them.
In other words, they need to be much more ‘entrepreneurial’ in their approach.
And have the skills and all the right systems, processes and resources they need to implement this with confidence.
My one year Account Accelerator [TM] training and coaching programme is designed to give those responsible for account growth the entrepreneurial skills to support the growth of your client accounts and your agency. If you’d like to see if this programme might be a good fit for either you or a member of your team, get in touch for more details and let’s have a quick chat.
