Our Top 4 Account Management Tips

​With today's competition in the events industry, strong relationship building could never be more important. To ensure you keep your Conference & Event calendars are full, a considered strategic account management process is necessary.

1. Value Feedback
Always make sure you give your client the opportunity to provide feedback on their experience. This can be done by a phone call, email or survey. Each of these methods are equally effective when used in the appropriate situation. Before you email, stop and consider which method will your client respond best to. Always give your client the space to be heard.

2. Identify the Key Clients
Who are your golden clients? These are the ones that are of most value to your company. It could be that they hold regular events and have consistent requirements or they hold annual large budget events. Whoever your ideal client is, ensure you have a tailored and well planned account management strategy in place. Think additional events they may have mentioned, send a personal card to say good luck. Have they discussed a holiday, email to say safe travels. These are all touch points, not a sales pitch.

3. Know the Past of Your Clients
Before starting your collaboration with a client, research and learn about past events. Identify their specific preferences or requirements. Learn about any negative relationships they had with previous suppliers so that you can address and be prepared for a solid working relationship. Ensure your business offers nothing but a positive experience.

4. Keep Things Fresh
Often account management is kept basic with the fear of overspending budgets. However, there are many cost effective options. In listening to your client and valuing their relationship you can easily identify cost effective gifts or experiences that will make them feel special. A thoughtful, personal gift always trumps the price tag.
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Final Thoughts
The key to successful account managing is to be very attentive to the unique personalities and needs of your clients. Be personal and proactive. If they see that you are actively trying to improve their experience, they will turn from “casual clients” to “regulars” before you even know it.