by Daniela Giordano
As an account executive, being part of a pre-sales team and constantly thinking of ways to keep KnockMedia as an innovative leader in the forefront of digital agencies, creating a balance is essential to my daily routine.
Many account executives, project managers, client services representatives, whatever title you go by, often find difficulty in finding a happy medium between your internal departments and client needs/requests.
It’s almost inevitable that a campaign goes exactly as planned. You plan for 10 weeks and then suddenly a client has an immediate need and that 10 week project becomes a 6 week sprint, and 4 week projects suddenly turn into 14 days of pain. Shifting deadlines can cause a lot of stress even when clients and project managers communicate perfectly, but they are an absolute nightmare if either party doesn’t take responsibility early to communicate a new set of expectations.
Since most of my days consists of keeping internal processes moving, meeting deadlines and making sure our clients are happy – here are a couple of tips to keep a balanced work environment.
1.) Don’t commit to new milestones without internal communication.
Although it may seem the right thing to do would to tell a client ‘yes’ all the time, it does not always make for the best outcome in the long run, even for the client. It is essential you check with your team internally first to see if the request can be done quickly, properly and timely. You and your colleagues likely have other projects in the pipe, an abundance of work for that period, a vacation day or two, and a web of unseen working commitments.
Even if you think your team can do it, never make that assumption when speaking with a client. The best way to handle an urgent request is to let the client know you need to speak with team members first to make sure you get them the best outcome and in the time this request can be completed.
2.) Keep your team engaged and informed.
Although clients are essential for business, they are not the only stakeholders to keep in mind. The internal account team is not one to be overlooked. By clearly communicating any project deadlines and necessary adjustments, while providing updates on client conversations, the account manager can help the account team stay in the loop. Help encourage the team to immediately provide feedback, both positive and negative, so that you are able to better manage client relations.
3.) Clearly communicate internal resolutions to client.
After you have met with your team about a plan and deadlines, it is very important your client has a clear understanding of what to expect. When addressing the client, simply go through what your team can realistically achieve in plain language, making sure to address the most critical deliverables. Sometimes it is best to lead with the items that won’t get done to client satisfaction, and conclude with items that will. The balancing affect of good and bad news tends to lean more in favor of positive reactions when those are the last things mentioned.
The easiest way to get your co-workers not to like you and to push away business is by lack of communication, aka overpromising and under-delivering on a tight schedule. By using some of the communication techniques above, account managers can often turn bad situations into opportunities for glowing client stories. Stick to mutual expectations, and you’ll be sure to keep a balanced environment while keeping your client satisfied!