Account management

Understanding Account Management

• Account management is a critical aspect of sales, marketing and customer service in recruitment.
• It entails maintaining and growing relationships with current clients, and ensuring client satisfaction with the provided services.
• Essential skills for successful account management include strong communication, empathy, problem-solving and a results-driven approach.
• Account managers should have a deep understanding of the recruitment industry, the services their firm provides, and the needs and goals of their clients.

Role of an Account Manager

• Account managers serve as the point of contact between the recruitment agency and its clients.
• They are responsible for onboarding new clients, understanding their requirements, and aligning those with the services offered by the agency.
• Account managers also negotiate contracts and pricing, and manage the day-to-day relationships with clients.
• They ensure that clients are satisfied and their needs are met, while also driving the agency’s objectives.

Key Account Management

• Key account management involves managing relationships with strategically important accounts within the business.
• These are usually high-value or high-potential accounts that require special attention and resources.
• The aim of key account management is to develop a long-term relationship and deep understanding of the key client’s business.
• Account managers should develop tailored strategies for these key accounts to foster client loyalty and advocacy.

Account Development Strategies

• Account managers should develop strategies that aim to grow and develop the client account.
• This could include identifying opportunities for cross-selling or upselling further recruitment services.
• Account managers might also seek new business within existing accounts, by identifying further recruitment needs.
• Regularly reviewing account performance and feedback is necessary to ensure continuous improvement and adaptation to the client’s needs.

Client Retention Strategies

• Client retention is about maintaining and increasing satisfaction levels of existing clients.
• Good retention strategies include regular communication and check-ins, and delivering on promises.
• Another useful technique is proactive problem-solving, where potential issues are resolved before they become problems.
• Value-adding is another strategy, where extra or unexpected benefits are provided to the client, contributing to client satisfaction and loyalty.