Understanding Account People

2Bobs—with David C. Baker and Blair Enns

David keeps encountering clients who don’t appreciate how their account people actually contribute to their overall business, and Blair totally identifies with the traits that David describes.

2Bobs episode 44: “The Best Ways to Disrespect Account People”

WHAT ACCOUNT PEOPLE DO, IN BROAD STROKES:

1. Pull necessary data from the client, even when it’s tough to get their cooperation.
2. Sell recommendations back to them that are in their best interest.
3. Lead the client. (Interesting fact: “strategy” is latin for “general” in army who leads.)
4. Protect margins.
5. Grow the account.
6. Send the client to hell...and help them enjoy the trip (e.g., change orders).
7. Read social signals and intervene before catastrophe strikes.
8. Manage an account review, disputes, mistakes, etc.
9. Follow client contacts to their next job.
10. Keep ear to the ground as agency innovates client offerings.

PERSONALITY:

• Goal is authority and prestige.
• Judges others by their ability to verbalize and be flexible.
• Overuses enthusiasm, selling ability, and optimism.
• Fears boxed in environment without room to grow.