Richard Wright

Managing Director at ASPIRE Account Management

You’ll never achieve your business goals & targets without regular pragmatic reviews of your ACCOUNT MANAGEMENT performance.

Therefore, in addition to any contractual commitments and aspirations for the Account, the frequency of internal Client Account Performance Reviews will depend on the size, complexity and potential of each Client.

It’s also very important that the right people are present to contribute on specific areas and take responsibility for all related action points. Again, these will vary according to Account size, complexity and potential but will always include the Account Manager and their line manager.

Sample checks and tips are given below:

AGENDA

Previous Minutes
Previous Action Plan
Mission Statement, Strategy & Goals
Business Performance/Market Position (both organisations)
Organisational & people changes (both organisations)
Current Work, Service, People &/or Product Contracts (incl. debtors)
Balanced Scorecard
Sales (orders won & lost, new opportunities qualification, other current opportunities & propositions)
Competitors
SWOT Analysis
Contact/Relationship Management
Missing Information (Account File)
Satisfaction Survey
Issues & Complaints (both organisations) - incl. cultural, management, people, budgets/estimates/forecasts, timescales, quality & contractual)
Hospitality/Entertainment
Account Manager Responsibilities/Performance
Critical Success Factors
Risk Management
Options & Forward Action Plan
Close (Any Other Business, date/time of next Review)

MAIN INPUTS

Account Snapshot Summary
Account File Details (incl. Client information held, meeting minutes, correspondence, contracts)

Balanced Scorecard
SWOT Analysis
Client Organisation Charts
Contact Management Plan
Client Progress Review Minutes
Satisfaction Survey
Sales Opportunities/Action Plan
Sales Propositions/Action Plan
Marketing Plan
Hospitality/Entertainment Plan
Account Manager Performance
Risk Management Analyses

QUESTIONS TO ASK under 8 headings:

Admin
Risk Management
Client
Client Contact/Relationship
Issues
Delivery/Performance
Sales
Competitors

Click here for 50+ questions to ask

AFTER THE REVIEW

In addition to updating the Account File, various other areas may require careful thought, consideration and rework including SWOT Analysis, Balanced Scorecard, Personal Performance & Objectives, Risk Management and Account Action Planning.

BEST PRACTICE QUOTE 6 OF 25:

"without regular pragmatic reviews of Account Performance you cannot achieve your goals and targets"

I really hope you, your colleagues & business associates find value in these articles; please let me know either way. Please also get in touch if you think there might be potential for our businesses to collaborate.

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: So You Have A Satisfied Client. Are You Sure?! (Client Satisfaction Surveys)

Previously: Virus? Some Things Will Never Change (basic principles of best practice will always be paramount); Good Client, Bad Client! (do you really understand your client?); So, You Call That A Culture! (values, ethos & image); Is Your Account Manager Fully Empowered? (enabling your Account Manager to succeed); Danger Ahead - Do Not Bid! (Sales Opportunity Qualification)

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"

ASPIRE Account Management

25 modules, 1500 checks & tips - best practice at its practical best