November 21, 2023 2 minute read
RICHARD WRIGHT
Managing Director at ASPIRE Account Management
CLIENT CONTACT MANAGEMENT
Client Contact Management (CCM) is an essential component of Account Management, without it the whole process will either fail completely with the Supplier eventually being replaced by a Competitor or, as a minimum, result in significant loss of revenue & profit.
Although such drastic outcomes do not happen overnight, they may appear to! This is because a Supplier has not been aware of a gradually changing business climate which it could (and should) have adjusted to. In addition, vital sales opportunities will have been missed. All this because a system of CCM was not operated properly or maybe not even at all.
So, this article introduces the process & protocols to follow in order to achieve comprehensive, effective and consistent CCM.
Although CCM is primarily a fundamental process for all Account Managers and senior staff, anyone representing the Supplier who has direct contact with the Client (at any level) must be aware of how the process operates to ensure continuity.
Some example checks and tips are given below to give a flavour of just how important this component of account management really is.
Essential cross references to other key-related areas are also given to ensure watertight coverage of the Client.
Process
various Client individuals at all levels and in many, if not all, areas should be identified, highlighted/colour-coded on Client Organisation Charts and visits planned over an appropriate period of time by suitable representatives from your Company. Once contacted, the individual should be highlighted/colour-coded differently on the appropriate Client Organisation Chart. A map of Client contact activity will then be gradually built up for the whole organisation and maintained indefinitely
you will also need to nominate a very senior sponsor from your own Company (Board Member or Director). While this looks impressive and shows top level commitment, your senior person can be brought in at key times (eg. closing an order/signing a contract, putting senior Client minds at rest, major problem solving, etc.)
in addition to any outstanding information which may be required for the Account File, you and your colleagues should always be on the look-out for sales leads and also endorse your Company's credentials & ethos whenever possible
any expression of interest by the Client, no matter how small, must be passed on to the relevant person in your own organisation as a matter of extreme urgency - this will invariably be the Account Manager in the first instance
because of these key activities, everyone representing your Company should be briefed at regular intervals on your Company's sales propositions & capability, and reminded that these can be tailored to fit the Client’s specific needs. They will also need to be briefed and objectives agreed before each planned contact
many meetings/conversations with the Client will not be planned, occurring purely by chance. In view of this, you and your colleagues should always maintain a set of questions/discussion topics (tablet, mobile phone, organiser, etc.) which should be memorised as far as possible
these questions/discussion topics should be reviewed on a regular basis and everyone kept on their toes - so test them (unannounced tests/role play). One piece of information acquired informally in the car park, pub or corridor may prove invaluable in the longer term and result in extensive revenue/profit for your Company
click here for another 35 checks & tips
Practice
identify the key players at every level and believe me, there will be key players at the lower levels. These lower levels will inevitably contain an eventual rising star or two, or someone who's close to someone senior, or someone who mixes in important circles because they're just very good socially
establish the hierarchies and protocols of the Client organisation, particularly when working on site. Ensure all people representing your Company (including associates, consultants & contractors you may be using) adhere to the protocols, working practices and disciplines of your Client - there can be no exceptions to this
cultivate/groom your Client contacts at every level. Account Managers have a double role here ie; managing & developing the Account while 'being one of them' (Client side). Account Managers need to 'go into role' but not make it obvious - you must appear genuine at all times to all people. Initially, this will require much thought, time & effort but it will pay off in the long run when you naturally fall into role at the required time with the minimum of effort, producing invaluable results
ask different Client people to explain their mission statement(s) and strategy(ies) to you. Get them to tell you about major events, progress and personal achievements since they have been working there (good & bad) - understand these fully and refer to them when appropriate, you really will impress!
from the outset of the business relationship, strive for a two-way knowledge transfer, invite the Client contact to briefings if appropriate, hold events on their site and attend briefings & presentations given by the Client wherever possible (for knowledge, relationship building & making a good impression)
return missed telephone calls on the same day - even if there’s nothing new to say
maintain contact if you don't have this on a regular or scheduled basis, particularly if the ball is in your court and you need to get back to them on something but you still don’t have the solution/answer!
if a Client or Prospect contact is soon to transfer to another position or leave their Organisation, will they be interested in your Company's services/propositions in their new role? Can you arrange another meeting now?
click here for another 15 checks & tips
Essential Module Cross Reference (Inputs)
Essential Module Cross Reference (Updates)
CLICK HERE FOR ANOTHER 50 CHECKS & TIPS
BEST PRACTICE QUOTE 6 of 12:
“client contact management is the vehicle for developing key business relationships at every level throughout the client organisation”
Another 20+ components of account management can be found at ASPIRE Account Management together with over 300 free checks & tips - all of which aim to significantly improve supplier performance and block the competition.
NEXT POST: Sales Propositions & Opportunities
Account Management Blogs - the series:
Introduction to Account Management
Understanding Your Clients
Supplier Values, Ethos & Image
The Account Manager
Client Relationship Management
Client Contact Management (today)
Sales Propositions & Opportunities
Sales Opportunity Qualification
Balanced Scorecard
Client Account Performance Reviews
Client Satisfaction Surveys
Risk Management
As these blogs will be geared to anyone engaged in developing new business with clients or prospects, and for ease of context, I’ll regard all readers as account managers as everyone has the same endgame, no offence!
I really hope you, your colleagues & business associates find value in these blogs; please let me know either way. Please also get in touch if you think there might be potential for our businesses to collaborate.
25 modules, 1500 checks & tips - best practice at its practical best
ASPIRE Mission Statement: "As the new business world emerges, enable suppliers to minimise risk in all that they do with particular focus on client retention, increased productivity & business growth”