In the world of ERP sales, it’s crucial for account managers to ensure they have all their ducks in a row when dealing with existing customers. Each customer is unique, and the level of engagement varies depending on the size of the business. Whether it’s a small business with direct contact to the owner/CEO or a larger enterprise where interactions are delegated down to department-level managers, it’s important to bridge the gap and maintain a strong relationship. This article will discuss effective strategies for account managers to ensure they have their ducks in a row
One way to stay on top of customer updates and requirements is by utilizing Customer Relationship Management (CRM) systems. Account managers should meticulously record every visit, update, and product inquiry made during client interactions.
By entering detailed information into the CRM, both the account manager and consultants can access the data and collaborate effectively. This level of detail allows the account manager to produce comprehensive relationship-level reports, while consultants can provide technical remarks and suggestions.
Together, they can devise improvement plans to enhance the efficiency and growth potential of their clients. I have a habit of scribbled notes and simply photo snap it and add it into my CRM.
Account managers who have worked with clients for an extended period often develop an emotional attachment. However, it’s important not to become complacent and assume that everything is running smoothly. Numerous stories circulate about customers leaving their ERP VAR (value-added reseller) without the ERP company even realizing.
Changes such as new CFOs, owner retirements, or other significant events should not go unnoticed. Account managers need to be alert and regularly check in with their clients to stay up to date with any changes that may impact the business relationship.
A successful account manager not only knows their client’s business but also stays aware of their environment. This involves understanding the challenges and opportunities the customer faces. For example, if the business is experiencing AR (accounts receivable) shortfalls, the account manager can suggest solutions to mitigate this issue.
Alternatively, if the company has expanded its onsite technician team, a service management tool recommendation may be beneficial. Similarly, if the customer has shifted to direct distribution from their warehouse, a wireless stock management system could greatly improve efficiency.
It’s important to identify the specific needs of the customer and recommend suitable third-party products that align with their goals.
In summary, account managers must ensure they have their ducks in a row to maintain successful relationships with their existing customers. By utilizing CRM systems and keeping detailed records of client interactions, account managers can provide comprehensive reports and collaborate effectively with consultants. It’s essential to stay alert and not become complacent with long-standing clients, as changes within the customer’s organization can occur without warning. Being aware of the customer’s environment and understanding their specific challenges allows account managers to recommend appropriate solutions. By following these strategies, account managers can achieve success in nurturing and expanding their business with existing customers.
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