Customer Engagement
Insights and Best Practice

Learn how Key Account Managers are making positive impacts, solving real problems for their customers, and building best practices inside their organizations.

How Strategic Account Managers Should Approach Value Co-creation with Top Customers

Value co-creation with your client is the ultimate goal and is…

April 15, 2019/by Lesley Poladsky

What Does an Account Plan Really Do for Your Relationship with the Customer?

If you’ve read any of the numerous articles on the Kapta blog,…

April 9, 2019/by Alex Raymond

A Sales Primer for Customer Success Managers

Sales is hard enough as it is. Don’t make it worse for yourself…

April 5, 2019/by Lesley Poladsky

Account Managers: Did You Hit Your Q1 Goals?

It’s the first day of Q2, so it’s a good time to look back…

April 1, 2019/by Alex Raymond

How Do You Co-Create Customer Value?

Imagine a partnership with your customers where both of you are…

March 28, 2019/by Alex Raymond

Transforming Your Client Management is About More than just Software

Too often in the client management space, organizations will…

March 25, 2019/by Lesley Poladsky

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Top Tools for Key Account Managers

September 30, 2019/in Key Account Management /by Lesley Poladsky

Every profession requires the right tools. Without them, we’d do a poor job and would waste a ton of time chasing our own tails essentially. Ever tried to replace a lightbulb without a ladder? Or have you tried to budget your expenses without a spreadsheet? Yeah, it’s definitely possible to do a ton of stuff without tools, but who wants to?

Key account managers have tools of the trade too, although it might not always seem like that. No, we don’t need hammers or measuring tape, and many of the tools that we use for our job are also tools that we use in our personal lives too. This technology has changed the game, but it seems as if many key account managers might take them for granted or don’t exactly use them to their fullest potential. So, what are the top tools for key account managers and how do you use them correctly? Let’s take a closer look.

Kapta

We couldn’t start this list without mentioning ourselves and that’s not just because we have a product to push—we use it ourselves and know that it’s really useful in day-to-day work. Just think about how much time you spend daily trying to remember which client is up for review next, which one is ready to scale, and which one still needs an account plan. Kapta puts all of this information, at a glance, in one place. No more jumping from application to application and bogging your work down in spreadsheets!

We developed Kapta to be like the Swiss army knife of key account management. It has everything that you’ll need to get your work done for the day with an intuitive user interface that will feel natural. If you feel like you’re lost on a daily basis and can’t quite get that broad picture to allow you to see the forest through the trees, you need Kapta.

From account planning to Voice of Customer Insights and action plans, Kapta makes it simple to deliver results for your clients. You’re not an IT whiz after all, you’re a people person! Choose a tool that allows you to build a more personal connection with your customers so you can perform in your role to the fullest.

Email

Email has changed the way we interact with people and it’s hard to imagine that snail mail letters will be a thing in the next twenty years or so. It connects us and allows us to communicate with people from across the world almost instantaneously. For any key account manager or any working professional, they know that email is the top tool for communication, but it can also hinder communication if you don’t use it right.

Too often we see key account managers use email as their exclusive tool for communicating with clients. When it comes to sending attachments like revenue growth models or contracts, yes, it’s great. But if you choose to use email instead of the phone in nine out of ten situations, you’ll lose that personal touch and interaction with your clients.

There’s just something special about picking up the phone and talking with clients and allowing the organic chemistry of the conversation to take place. You can exchange ideas and use your personal charm to persuade clients and solve problems. Via email, you have more time to carefully plan your words, so it does have its place; just try not to over-rely on it and let a full inbox bog down your workday.

LinkedIn is a highly undervalued tool that I wish more account managers would leverage. Many people let their LinkedIn profile collect dust and only break it out when they’re on the job hunt. In actuality, you should be using it as a research and connection tool to grow your online and offline network, and potentially help your sales team land new leads.

You can also use LinkedIn as a research tool to help you get a pulse on your clients’ industries so you can further expand your knowledge and get into their mindset. When you know what’s going on in the industry, you’re better prepared to understand their greatest needs and the fears they have about competitors and the industry as a whole. It’s this kind of knowledge that will separate you from the competition and become your clients’ Trusted Advisor.

Additionally, LinkedIn is a valuable resource for the latest and greatest KAM best practices. There’s an entire network of fellow account managers sharing their insights and tips that can help you hone your skills and be a better account manager for your customers.

Just like any social media network, it’s all about who you follow and who you are connected with that will shape your experience there. Follow people that have trustworthy insights and aren’t just trolling to get their foot in the door and fake it until they make it in the professional world. Instead, seek out experts in the field and look for new people that, although not clients yet, could someday become partners with your organization.

The Phone

Arguably the most underrated communication tool given our other options these days, the good ‘ol telephone can work wonders for your relationships with clients. It offers a personal connection that emails, texts, and messages just can’t match. When you’re chatting with a client in real-time, you allow the natural exchange of ideas to occur, and you can meld your minds to come up with solutions and plan the next steps with the account.

You’re probably thinking, “Duh, of course the phone is an important tool. I use it all the time!” But that might be where you’re wrong. All too often, we get caught up in little things and put the relationship we have with our clients—beyond the dollars, cents, and invoices—on the backburner. If you want your clients to choose your organization and recommend you to their peers and golfing buddies, you need to build a strong, unbreakable personal connection. And that starts by speaking with them on a weekly basis—not waiting for the next QBR.

So, pick up the phone, get your client on the line, and work with them to plan the next stage of their account. Even if nothing really comes of the conversation, talking with them and checking in on them shows that you’re thinking about them and working to make their success happen each and every day.

The Internet

The internet is a crazy tool/place that has revolutionized pretty much every industry and business over the last couple of decades. It’s kind of hard to imagine what running a business or making deals would be like without this powerful tool, but we often take it for granted. Think about it; you don’t have to check out a book from the library to read up on account management tips and tricks, you just need to do a Google search. This unlimited access to information is right at your fingertips, in your pocket, on your wrist—it’s everywhere! Are you using it to the fullest?

The internet is for more than just funny cat videos and livestreaming Thursday night football. It’s a tool that will put you in touch with the leaders of your industry, potential clients, and the brightest minds across all of key account management. We recommend that key account managers stay proactive not only in their relationship-building efforts but also in their education.

You should be ahead of the curve and know the in’s and out’s of your clients’ services and industry before they even start asking the tough questions. You should be able to spot the overarching trends that are shifting the world around you and plot your client’s next move to capitalize on them. To put it simply, the internet is sort of your crystal ball—are you using it the right way?

Your Company’s Resources

Along with external resources, you might not leverage your company’s internal resources to the fullest. When you’re trying to be the expert of your client’s brand, it’s easy to forget that you should also be the expert of your services and products as well. You might think that you know a ton about what your company does, but every once in a while there’s that one client that has that one peculiar issue and you have to get everyone involved to solve it. Wouldn’t it be nice if you were the expert about everything your company does?

Your clients trust that you have all of the answers, no matter how unreasonable their requests might be. That’s what separates us from the salespeople and the other account managers so you have to get with the program. Don’t just wait for a client to ask a tricky question to turn into the product expert. Instead, consider all of the benefits of your product and match them to your client’s needs. Find a new angle or framing for your product and sell existing customers on the genuine potential if they were to use your product a certain way.

Planes, Trains, and Automobiles

Finally, the last form of technology that you should be leveraging is transportation. Wherever your clients are located, you should go visit them as often as time (and the travel budget) allows. Face time is desperately needed in this day and age thanks to all of the other communication forms on this list. While they are great when you can’t be face-to-face with your clients every day, they can never replace a handshake or an in-person conversation.

As a key account manager, you want to stand above all others in the field and show your clients why they need to work with you and not the rest. Visiting their headquarters and doing business face to face will help to build trust, and you’ll be in the inner circle and one of the few account managers that they’ve ever had the pleasure of sharing lunch with. It might seem old fashioned and many might think that video chat is as personal as they need to get with their clients but the results speak for themselves. Get in front of your clients face to face as often as you can and you’ll add that personal touch that no other technology can quite match.

Summary

Technology for key account managers is all about bridging the gap in communication and expanding your knowledge so you can be at the top of your game. As always, it’s not the tools of the trade that make the person, but their inherent skills and natural talents that get the job done. You likely already use all of these tools, and you probably know a few of them really well already. Even so, consider how you’re using the others and how you could be using them to be a better key account management for your clients and for your company.

About Kapta

Kapta believes in relationships first, and number-crunching second. The Kapta platform was developed to make the modern key account manager’s life easier. Rather than spending every day bouncing from app to app and staring at spreadsheets, Kapta does all of the technical work so you can get on the phone and build relationships with your customers. Kapta is the KAM platform that account managers rely on to become the Trusted Advisor for their clients and is a crucial tool to create mutual success. Built into the platform you’ll find powerful tools like Voice of Customer (VOC) Insights, account health scores, account planning templates, and so much more.

How to Spot a Great Key Account Manager

September 23, 2019/in Key Account Management /by Alex Raymond

In any field, when we’re hiring a new person to fill a role, we want to make sure that we pick a great candidate. It doesn’t matter if you’re recruiting wideouts in the NFL, line cooks at a restaurant, or key account managers to grow your revenue, great is always better than good. If you only went for “good,” you’d end up with mixed results.

Whatever your industry is, it’s far too competitive to settle for good enough. You competitors are working their tails off to hire the next best account manager for their team—are you? Of course, you don’t actively search out candidates that merely check off the qualifications box, but you might inadvertently get lost and fail to see the forest through the trees on a resumé.

So, what separates the good key account managers from the great ones? As people that like to think we know a thing or two about the field, here are some of the things we look out for.

Our Definition of a Great Key Account Manager

In our view, a great key account manager will possess a handful of qualifications, talents, and skills that, when combined, result in a customer experience and success rate like no other. Stacking these talents together makes a great key account manager highly effective at conquering their roles and delivering results for their customers.

To us, great key account managers know their customers and their industries from the inside out. They follow industry news so they know about their clients’ next big moves and can also get a feel for where the industry is headed and what their competitors might be plotting next.

Great key account managers also understand the dynamics of their customer’s individual business. They have a feel for how they like to do things and what challenges their business is facing both externally and internally. The solutions they propose are tailor-made and not a one-size-fits-all quick fix that any company could use. Customers crave individual attention and a great key account manager will give it to them.

Now that we’ve covered the broad definition of a great key account manager, here are some of the specific skills and attributes to look for in your team as well as candidates for the role.

1) Inquisitive Minds

As key account managers and advocates for the role, we like to think that they are the best and know pretty much everything already. Okay, maybe not everything, but it would sure be nice if they did. A great key account manager never settles for what they already know and are constantly looking to learn and absorb new information. They know that a market prediction could come in handy with a customer later in the day so they jot it down and bring it up.

They never settle and think that they know enough about their customer’s struggles, goals, product, etc. They won’t leave a stone unturned and it’s this inquisitive approach to everything that will help them create solutions and build relationships with clients that can have a real effect on your bottom line. During the hiring process, seek out experiences and skills that would lead you to believe they are a creative problem-solver, with a knack for seeking out new information whenever possible.

2) Bring Endless Value

A big part of running a successful account management team is providing your customers with endless value. Whether it’s through the revenue growth that your product or services provides or the personal touch that you add to every report, you need to do something that is unique and valuable to them. A great key account manager will have value in their DNA.

You should ask any prospective candidate what they consider to be their most valuable skills and how that benefits their clients. A value-providing account manager should have a laundry list of ways that they help their clients. If the candidate seems to focus only on themselves and the organization, they might be a better fit for sales. Account management, however, should be all about making the customer happy and providing endless value for them.

3) They’re the Guide

There’s a balance between following your customer’s direction and providing them with value and letting them walk all over you and make all of the decisions, good or bad. A great key account manager is not only the trusted advisor for their clients but is also a guide and provides the structure and direction needed as they navigate the industry and move towards their goals.

If you were to just let your customers call all of the shots, they would eventually make a mistake and throw the account plan off track. When they trust you to deliver week-in and week-out, the account manager will take all of the blame, even if it was a poor decision on the client’s part. And then there’s the opposite scenario. Your client calls all of the decisions that the account manager should really be making, and the results are incredible. They then start to wonder why they need you in the first place and then they stop taking your calls and disappear.

The key is being the guide from the start, and taking credit for all of the decisions, good or bad, so your client knows that they are in trusted hands. Find a candidate that is willing to tell their clients “no” when they are heading towards trouble and will take credit for their wins also.

4) Take a Proactive Approach to Everything

Your preferred candidate should be all about what they do, not what they say. A huge red flag is an account manager that spends all of their time talking on the phone with their clients without actually doing anything about it. You want to be more than empty promises and the top 20% of your clients care the most about results, not promises. They can get empty promises just about anywhere, but they come to you and build a relationship with you because of the results.

Look for a candidate with a clear track record of winning. They should have cold, hard data to back it up too, showing that you can trust them with your most important clients. Ask them about their biggest successes and failures in the past and how they could create some wins for your organization as well. See how proactive they are in their approach or if they wait for a client to tell them there’s a problem first. Ideally, your new key account manager is action-oriented from the get-go, and always links their work back to the account plan and where they want it to be soon.

5) Hold Themselves Accountable

A great key account manager hates excuses more than anything. They see an unfulfilled promise as a failure on their part and consider it something that must be repaid to their customers. They know that their accounts demand results and trust that the account manager will keep their word. If your account managers look for an excuse or a reason outside of their control that caused the failure, they aren’t going to be great at their job.

Your candidate should own up to all of their past failures and point to ways that they have worked to avoid repeating the same mistakes. They aren’t shy about placing the blame on themselves and you shouldn’t hear them blame their clients. It all comes down to being accountable, truthful, and have a realistic understanding of what can and can’t be done. When they understand this, they can make realistic promises to their clients and can avoid failure and disappointment in the future.

6) Keep Everyone Honest

On the flip side of the last point, a great key account manager won’t accept excuses from their customers either. Our clients make promises and sometimes don’t follow through on them. If they said that they would send you over information and you need to to get started, you want your great key account manager to hold them accountable for that. This can be easier said than done since nobody wants to butt heads or annoy the clients.

Typically, good key account managers will let some things slide but this can hurt the account’s progress, underperform on promises you made and will upset the client even though it was their fault in the first place. You can’t afford to upset clients because of small things that you never followed up on. Make sure that your new account manager holds customers accountable and puts their foot down when necessary

7) Know How to Give and Receive Feedback

A great key account manager knows that they need outside input from their superiors and customers to help them be better and sharpen their game. They also know that their customers and superiors could use feedback as well so they can become better. Giving feedback to superiors and customers is a delicate task and you definitely don’t want to step on any toes in the process. However, there is a nice way to do it, and when customers are receptive to feedback, they become easier to work with and the relationship is stronger because of it.

Have them focus primarily on process-oriented feedback such as how often they speak, what gets covered in every meeting, etc. Customer are typically more willing to hear about how they can be more efficient and less likely to be offended with this type of feedback. Ask your prospective key account manager if they have ever had to give their customers feedback before and what the experience was. Also, ask about giving feedback to supervisors and how that went. Great key account managers should have no trouble providing examples of these kinds of experience.

8) Are Striving to be Better

Finally, a great key account manager knows that it can only get better from here. They don’t have one successful day with a client and then stop moving forward. Instead, through their proactive approach and the other skills that we’ve mentioned, they are looking for new and better ways to be successful for their customers. They are attending workshops, networking, reading the news, and trying new approached to their role.

They also want to improve more than just their job, but the entire organization as a whole. They want to see the company move forward and land bigger and better clients and growing their existing relationships with customers. If your candidate seems happy with where they’re at right now, that could be a big red flag. However, if they come to the interview with new ideas and have a track record of consistent innovation, they’re certainly someone worth giving a shot.

Summary

As with any role, finding the best of the best in a crowded field can be a challenge. If you know the right things to look for and the skills that combine the best, it becomes simpler to pick out the great from the good. Keep these skills in mind as you hold interviews and start reaching out to potential account managers and your customers will thank you for it.

About Kapta

How Key Account Managers Can Use LinkedIn to Maximum Effect

September 16, 2019/in Key Account Management /by Alex Raymond

Social media has rapidly changed society over the last decade or so. It’s made us closer online, and we’re able to keep in touch with practically anyone. While you might love scrolling through cute dog pictures on your Instagram or Facebook feed, one social network is making huge waves over on the professional side of the spectrum.

LinkedIn can be a key account manager’s best friend, and the perfect tool that they need to do more for their clients, stay in the loop with the competition, and recruit new prospects. If you aren’t keeping your LinkedIn up to date and staying active on it, you’re missing out on a huge opportunity for growth and outreach.

Some assume that LinkedIn is only useful if you’re on the job hunt and need to reach out to recruiters and hiring managers. While it’s great for that, many companies are leveraging it for growth and some even credit it as the key to their development efforts over the years. Could you say the same?

Today, I’m going to take a look at some of the most important elements of being successful on LinkedIn, along with some of my tips to help you improve your profile. If you follow these tips and start thinking of LinkedIn as less of a social network and more of an information gathering, lead generating, and recruiting tool, you’ll see why so many key account managers are so active on the platform.

Connect with Who You Know

The first step to ramping up your LinkedIn profile is to connect with as many people as you know, as you long as you do know them. Your online network should reflect your real-life connections first and then you can start reaching out to new leads, customers, and recruits with a solid backing of other LinkedIn members that can introduce you or get you connected. You should go through your contacts list (you can integrate it into your profile to make it easier) and then start adding away.

You should follow your colleagues and people that you have built professional relationships with over the years at conferences, workshops, and past jobs. Next, you want to stay connected with your customers and their companies. This way, you can stay in the loop about what’s happening in their industry and organization and they can also be advocates for the great work that you’re doing to their other connections.

Keep an Eye on the Competition

In addition to connecting with your customers and their organizations, you also want to keep an eye on the competition as well. You can learn a lot about a company or someone on LinkedIn because it seems like we are willing to tell the online world just about anything (for better or worst). Use this as an opportunity to gather some intel on your customer’s competition along with your own competitors.

Learn more about what’s coming down the pipeline at their competitor’s company so you can get a jump on preparing their account plan. Figure out what your competitors are most excited about, who they just signed, or who they are letting go so you can swoop them up. All of this information is out there, just sitting around, clogging up LinkedIn feeds, and it’s free for the taking. If you aren’t getting on LinkedIn and keeping up with this information, you’re missing out on a huge opportunity to put yourself and your clients in a better position.

You should also follow hashtags and industry insiders that regularly report on your sector. It’s good to know what is happening with the industry as a whole so you can make better-informed decisions for your clients and your organization, but also so you can have the info to back up your Trusted Advisor title. You’re the expert in this field, so continue to learn every day and discover new questions to ask your clients.

Figure Out What Matters Most

As mentioned earlier, people love to put a ton of information about themselves out on LinkedIn. Perhaps one of the most important things that you can learn from your connections on LinkedIn is what matters most to them. Whether your clients come right out with a long post about what they look for in a vendor or you can see a pattern based on the posts they interact with, the information is all there—you just have to look for it.

This goes for both your customers and your competitors. Learning what your competitors care about the most can give you a slight edge in many ways. For example, if you’re in a bidding war with a rival over a new account, you might be able to compromise on things like revenue share in exchange for a longer contract when you know your rivals wouldn’t dare offer that. While this is a pretty specific example, if you spend enough time on LinkedIn, you really can learn a lot about your competitors, customers, and even yourself in some cases.

Be Proactive

Part of leveraging LinkedIn for growth and your organization’s gain means being a trusted voice on the platform. To do this, you need to be proactive and optimize your profile to the fullest. There are a ton of guides online about what to write in your bio or how to list your qualifications so I won’t get into those nitty-gritty details here. I will say, however, that sharing content and interacting with 1^st and 2^nd-degree connections can be huge for making some noise on LinkedIn.

Content is king on LinkedIn, and the beauty of it is that you can post pretty much anything on there as long as people can gain some value out of it. Whether it’s an article about a lesson you learned from a client or you have the perfect recipe for saving an account, others want to read your thoughts. The more that you can post and the more people that see it, the more your credibility rises. With that online credibility, you’ll be able to grow your network, get those introductions, and get those new accounts. It’s really that simple. Although it can take some time at first to make some waves on the platform, if you log on every day and are active on it, you can make it happen.

Make Connections

Along with connecting with people that you already know and have relationships with, your LinkedIn profile should be on your business card and a piece of contact information that you give and gather at trade shows, conferences, and when you’re out and about. When you’ve built up a solid profile on LinkedIn and show that you are active, people will see you as the expert in your field and it establishes offline credibility for you and your organization as well.

With as much as we use social media these days, most people aren’t too wary about giving out their LinkedIn information and it’s pretty par for the course in modern networking. Because of this, rather than flat-out denying you, you might have a lot more luck with hesitant connections at trade shows. Maybe you didn’t make the best first impression and they aren’t quite sure about what you’re offering. Even though they maybe might not give you their phone number, they’ll likely give you the LinkedIn handle, and then you can use it to make a push to make a better impression the next time around.

But, chances are you crush it at conferences and don’t need to worry about wary contacts. Imagine you’re having a great conversation with someone but didn’t get a chance to get their contact information. You can look them up later on LinkedIn and preserve the contact for the future. Even just 15 years ago this wasn’t possible and many account managers and salespeople know the struggle of losing a potential lead because of lack of contact information. LinkedIn solves that problem.

Above All, Keep it Professional

It seems like it should go without saying that LinkedIn is a professional space, but it seems like some people on the site could use a reminder. When everyone has three or four separate social network accounts, it’s easy for the lines to blur and Facebook, Instagram, Twitter, and LinkedIn all become kind of the same conglomerate. Fight against this and make sure that you treat each network differently, using it for a different purpose and presenting yourself differently.

While the vast majority of LinkedIn users are fairly professional, it is the internet, so every once in a while you’ll run into a troll or a hater in the comment threads. Remember, your clients, coworkers, boss, and future connections can see what you post, what you comment, who you argue with, etc., so it’s crucial that you always maintain your professionalism on the platform. You want to use it as a way to build your offline credibility, not hurt it. Save the slang, swears, political opinions, and flame wars for Facebook or Twitter; LinkedIn is basically your online office space.

Avoid Being Pushy

As you make new connections, you’ll probably be excited to get in their inbox and start pitching them on whatever it is you’re offering. Whether you have a new job opportunity or you want to sign them onto your service, you should avoid being overly pushy. People don’t respond well to others delivering aggressive sales pitches to their inbox. It is annoying and gives a bad name to our LinkedIn efforts when, in actuality, there’s a perfectly acceptable way to do it.

Avoid spammy-sounding messages or messages that sound disingenuous, like you sent the same exact canned response to all of your new connections. When you reach out to someone, make it personal and don’t come out of the gate with a sales pitch. Think about the person on the other end of your message and treat them how you would want to be treated on the platform.

Follow Your Friends’ Professional Journeys and Recruit If You Can

The final reason that key account managers should use LinkedIn is to keep in touch and follow along with their friends’ professional journeys. Provide them with endorsements and vouch for them to help them land their next big job. You can also use LinkedIn as a recruitment tool if you’re connected to fellow account managers working for competitors. Maybe they could be your next coworker.

Summary

If you’re exclusively relying on old-school methods to make connections and network, you aren’t using all of the tools available to you. LinkedIn is more than just a digital resume. It’s a powerful tool that you can use to make connections, build relationships, and make a sale. There’s a right and a wrong way to use it but luckily many others have broken it down to a science. Optimize your profile and stay proactive, and you’ll start to see some results from your profile.

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What Does Value Really Mean in the Eyes of Your Customers

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Account Managers: Five Ways to Start Approaching Your Day with Strategy in Mind

How Strategic Account Managers Should Approach Value Co-creation with Top Customers

What Does an Account Plan Really Do for Your Relationship with the Customer?

A Sales Primer for Customer Success Managers

Account Managers: Did You Hit Your Q1 Goals?

How Do You Co-Create Customer Value?

Transforming Your Client Management is About More than just Software

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Email

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The Phone

The Internet

Your Company’s Resources

Planes, Trains, and Automobiles

Summary

About Kapta

Our Definition of a Great Key Account Manager

1) Inquisitive Minds

2) Bring Endless Value

3) They’re the Guide

4) Take a Proactive Approach to Everything

5) Hold Themselves Accountable

6) Keep Everyone Honest

7) Know How to Give and Receive Feedback

8) Are Striving to be Better

Summary

About Kapta

Connect with Who You Know

Keep an Eye on the Competition

Figure Out What Matters Most

Be Proactive

Make Connections

Above All, Keep it Professional

Avoid Being Pushy

Follow Your Friends’ Professional Journeys and Recruit If You Can

Summary

About Kapta

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Customer Engagement
Insights and Best Practice

What Sets the Good Account Managers Apart from the Great Account Managers