UNDERSTANDING YOUR CLIENTS (& Vice Versa!)

Without a satisfied client you're doomed …………. unless there’s an opportunity to turn the situation around if there have been some client management changes or you’re the newly appointed account manager.

Client managers & staff are just like you and me. They have good days & bad days! They have pressures inside & outside work. Some are in the wrong job. Some are just not up to it. Some are on the way up, others on the way down. Then there are those that are just plain difficult, who've got attitude - probably the worst of the lot because many are more than capable but just make things very uncomfortable for you and others.

However, no matter what these people are like, you have to work with them. You have to get onto their level and develop a sound business relationship regardless of how difficult it may be.

Before starting work for any client, time must be made for everyone to be fully inducted and will include client history, relationship, culture, protocols, dress code, hours of work, lunch/coffee times, security (site, themselves, their work), organisation charts, contact details, difficult/problem people, do's & don'ts, etc., etc.

Here are some example critical success factors which should help smooth the ride:

the client's culture will always be sacrosanct whether you find it agreeable or not; you need to understand, accept and comply with it
integration with client staff, unity & teamwork
increased productivity of client staff/managers
one focal point (account manager)
skills & knowledge transfer to client staff/managers
early warning of issues/bad news
strive to be regarded as fair & reasonable, reliable and value for money
demonstrate innovation with practical, appropriate and effective solutions
show commitment & pride throughout
never underestimate an individual (although they may be inadequate they will always know others who aren't, some of whom may have influence)
strive for client managers to look good (let them take the credit even though it's been down to you; they'll know that even if they don't acknowledge it, and it will make you less dispensable)
never knock the competition; your client contact may have a relative or friend working there or they may have worked there themselves and have positive memories
cultures are not usually written down (& individual views on what it is may vary). Great care must be taken regarding the culture & practice of sub groups within the client organisation as these may not be consistent with the client's overall culture & practice. Indeed, there may even be significant conflict so beware
certain individuals at every level will be seen as 'company people', people who understand and adopt the core values, ethos, etc. Others either don't understand the culture or do understand but don't want to conform or openly resist - this is regarded as career suicide by anyone who has accepted/adapted to the company culture and is committed to that way forward
over time you will identify 1 or 2 client 'culture role models' but take care to 'reassess their game' every so often as they may fall out of favour

In order for suppliers and clients to develop compatible business relationships, it’s absolutely vital that the client’s culture & psyche, and the supplier’s values & ethos, are understood and accepted by both parties. If contractual obligations are also being fulfilled, the chances of synergy and harmony will significantly improve.

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Best Practice Quote 2 of 12:

“A stubborn resilience, determination & professionalism will eventually win through when confronted with unpredictable client behaviour”

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.

NEXT POST: Supplier Values, Ethos & Image

Account Management - the full set of Blogs:

Introduction to Account Management
Understanding Your Clients (today)
Supplier Values, Ethos & Image
The Account Manager
Client Relationship Management
Client Contact Management
Sales Propositions & Opportunities
Sales Opportunity Qualification
Balanced Scorecard
Client Account Performance Reviews
Client Satisfaction Surveys
Risk Management

20+ components of Client 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.

ASPIRE Account Management

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"