Client services, or account management, is responsible for guiding the campaign-building process from concept to final product. From client communications, to timelines, to billing, to strategy, to working with the internal team members, client services managers have many responsibilities. In addition managing current projects, this role also requires bringing current clients more value, through new opportunities and projects, which will often bring the agency more revenue. They are also responsible for new business, which means responding to request for proposals (RFPs) as well as preparing and presenting new business pitches.
Many would describe client services as the glue of the internal agency team. However, it is much more than that. As the representative of the agency to the client and the client to the agency, good account managers know what their clients want. They have a great rapport them, and in return their clients trust that they (along with the agency team) will bring them the best solutions. Outstanding client services manager’s have people skills, leadership skills, a positive attitude, the ability to multi-task, the ability to organize, project management skills, strategy skills, and the ability to delegate. But most importantly, they have vision and the ability to see the big picture.
New business and sales are an important part of being a client services manager. As a leader in the agency, it is important to maintain a good relationship with your clients. If the agency does a good job, they will often times want to continue to work with you and provide you with more business. It is not about a hard sell. It is about providing a win-win situation. It’s about being on the look out for what opportunities make the most sense to bring your clients more prospects, more leads, and ultimately more sales. In addition, responding to RFPs and preparing and presenting new business pitches is an important aspect of building revenue for the agency.