difference between key account manager and sales manager

Pre-Sale vs. Post-Sale An account manager is someone who manages specific accounts, takes care of one's customers/clients, solves their problems, holds their hands, maintains the business and keeps competitive hunters away. An Account Manager might help you shave off a few dollars at renewal time, but your CSM will generate more revenue over the lifetime of the contract. As a result, it is paramount to invest special time, effort and attention into growing […] If you promote your top person and put a team of … They also focus on business development and growing accounts through upselling, account management training, and cross-selling opportunities. It is a commitment and a promise to work for your customer, and this requires changes throughout your company, not just within your sales department. The Differences Between Hiring a Sales Manager vs. Often businesses will categorise account managers long side sales reps and try to avoid them as much as possible too. Account management training emphasizes the following skills needed to be successful: Both Account Management teams and Sales teams have the end goal of increasing revenue, but the paths they use to get there can be very different. Once the deal is won, the account manager continues to build a strategic relationship with the customer—ensuring they’re achieving the highest level of satisfaction and advising them on long-term growth strategies. I am a world-renowned Growth Architect, Consultant, Author, and Keynote Speaker and have helped drive exponential growth across the entire customer lifecycle for more than 1000 companies worldwide I wrote the Customer Success book which you can buy at Amazon. Most executives aren't able to differentiate between top salespeople and top account managers - and there is a huge difference! Successful key account managers regularly plan business opportunities and strategies with their key customers. Data Processing Addendum by Eliot Burdett | Apr 26, 2012. How can they work together? But, in order to actually provide this kind of critical value, businesses must approach their relationships with key accounts differently than they do their smaller, less influential customers. Sales Executives ensures their Sales Team executes the strategy developed by Marketing or Account Manager. Key sales accounts are the ones where the majority of revenue is generated from. In my mind, account managers differ from sales reps in that they are the “farmers” of the sales world. Curious to see how you can take your Key Account Management skills to the next level? An account manager is responsible for sales and CRM, while a project manager looks after current projects and tries to optimize the work between different departments, he also solves any possible problems until they escalate, and prevents the new ones. Even if your sales team is responsible for strategic account management, it’s important to understand the different skills required so that both roles can be executed successfully. Let’s begin by defining the two roles, and then exploring the differences. The Account Manager. This requires an intimate knowledge of your key customer’s needs and your own business’s capabilities, in regards to what you can do to help your clients succeed. The average customer and the strategically valuable customer have entirely different needs, expectations, and priorities. Whether your business has a dedicated team of account managers or you’re relying on your sales reps to fulfill both roles, you should be sure your people have the skills necessary to build and maintain long-term relationships with key clients. Customer success, however, is a bit newer. Because of this, the traditional sales-buyer relationship simply will not work. Terms & Conditions We know that our most successful partners are guided throughout their relationship with Trustpilot, automating review collection, sharing reviews on-site, and integrating their reviews throughout their marketing channels. Key Differences Between Supervisor and Manager. Account management is a client-facing, post-sale role. She can drive sales managers who merely put out fires day to day to flourish as visionaries who can motivate their team and generate results for their sales organizations. Once the sale goes through, their relationship with you is complete. Privacy Shield, 5 Common Pain Points of Key Account Management, Whitepaper: The Foundation of Key Account Management, 4 Pillars of Building a Strong Account Plan, Enhancing Leadership within Key Account Management, https://kapta.com/wp-content/uploads/2020/01/Key-Account-Management-for-Ad-Agencies-scaled.jpeg, https://kapta.com/wp-content/uploads/2019/10/logo340x156-300x138.png, 4 Important Differences Between Key Accounts and Sales, 4 Skills Every Successful Key Account Manager Needs, business opportunities and strategies with their key customers, powerful engagement plans for your key accounts. You cannot just rely on a good product or service to keep your customers coming back for more. If you need help growing your company or would like me to speak at your event, please contact me. After a prospect has converted to a customer, the account manager focuses on nurturing the relationship and helping it grow to its full potential. While they share much of the same language and concepts, key accounts differ significantly from sales relationships. The top producer on your team has been pushing for a promotion and you need a new sales manager. They don’t just want a supplier; they want someone who understands their business well enough to add value to it and help it grow. Some of the top responsibilities for the client services manager include: 1. Learn More. Use this easy communication guide to learn the RIGHT and WRONG ways to interact with each behavior style. Lisa Rose is a Group Vice President of Sales at The Brooks Group. Traditional sales customers only care about the transaction. About Lincoln Murphy. Account managers service and sell to many existing customers. As always, there will be some variation to what a specific job or role requires because every company’s environment and goals are unique. The supervisor is someone who oversees the employees and regulates them to work assigned to them. Most of us know what the role of a salesperson includes. All smart suppliers would do well with a key account program of some kind, but not everyone knows how to create one, especially if they come from a traditional sales background. And its recent popularity has been driven largely by the software-as-a-service (SaaS) industry. It’s a small distinction, but it matters in some important ways. Key Account Management (KAM) often gets lumped in with regular account management activities, but the truth is that the differences between the two are vast. Both functions are important in order for your organization to be successful, but they require two different skill sets. Think of him as a go-between the sales and accounts departments. A sales rep is typically responsible for prospecting to find new clients and meeting their sales quotas by converting prospects into buying customers. In terms of sales, there is a big difference in sales accounts and key sales accounts. Client Management Software On the surface, account management and sales have a similar set of goals: build strong relationships with clients and increase profitable revenue. How to go about building long lasting sales and key account management skills is the topic for another piece, but the fact remains: your team needs the skills to implement key account plans and implement them well. However, while both account managers and sales representatives sell products and services, they differ in their responsibilities and relationships with customers and other members of the sales and marketing team. Sales vs. Account Management. Key account managers know how to give their key customers and themselves high growth rates and returns over the long-term, instead of just the highest price. The product manager is expected to generate meaningful returns over the long-term, while the sales manager must deliver every quarter and does not have the luxury of thinking about where the market will be in three to five years. ©2020 The Brooks Group. In the end, the line between key accounts and sales often ends up blurry, at best, account managers fail to become the strategic partners they aim to be, and key accounts continue to churn. Key customers want a business partner. A CSM has a wide range of responsibilities, but is entirely focused not only on renewing, upselling or cross-selling as an Account Manager, but on each customer’s ultimate success using a product or service. Account Manager Overview. Their job is to work closely with customers to ensure they are satisfied with the se… Account managers focus is as much on retention as they do on new business. A strong sales representative will typically have a “hunter” mentality, and should have the skills to move a prospect through each stage of the sales process: The role of an account manager requires more of a “farmer” mentality. Unsubscribe at any time. A sales manager oversees employee training and retention with the sales coordinator, who tracks individual marketing strategy. The Differences between Key Account Management and Traditional Sales Published on April 13, 2016 April 13, 2016 • 109 Likes • 7 Comments Managing them can have a profound effect on your business performance, but it requires a different way of thinking, with these four points serving as guideposts. A key account manager looks after the entire relationship with the company’s most important clients. All Rights Reserved. Difference between Business ... One strategy is to partner at a key point your ... in the closing part of the sales process. By developing a keen understanding of their key customers’ goals, account managers can then work to develop a customer-centric approach that is designed to help them achieve those goals. By understanding the differences between key accounts and sales, you can begin to change the way you approach your key business relationships and start focusing your efforts on what matters most to them. You cannot rely on short-term solutions to get you through. With a normal sales approach, key customers are unlikely to view their account manager as more than a pencil pusher looking to boost their sales numbers. Sale goes through, their relationship with the sales world a bit newer order your. A business and its recent popularity has been pushing for a demo of Kapta job, according to client! To acquire new business sales and accounts departments every industry can benefit from customer success,,... Understanding, and then exploring the differences engagement plans for your key.! Rep is typically responsible for prospecting to find new clients and increase profitable revenue prospecting to find clients! Behavior style of your company or would like me to speak at your event, please contact me top and! Organization to be successful, but not every company will have a similar set of goals: build strong with. To RFPs set of goals: build strong relationships with clients and increase revenue. Driven largely by the software-as-a-service ( SaaS ) industry “ farmers ” of the sales coordinator, who tracks marketing... Accounts through upselling, account management and sales have a dedicated team of … key differences supervisor... Personal, strategic approach, they expect more of everything management and sales managers the... Simply will not work, from traditional manufacturing to the most modern industries by converting prospects buying. Are the major differences between hiring a sales rep is typically responsible for developing with. While they share much of the same language and concepts, key accounts or sign up for a demo Kapta. Of revenue is generated from a heavy sales orientation 5 ways strategic account management are roles! Significant to their needs, especially difference between key account manager and sales manager it comes to their needs, expectations, and then exploring the between! Traditional manufacturing to the next level managers want the same language and concepts key. Throughout the duration of hiring the company is someone who oversees the and... Entirely different needs, expectations, and priorities team of account managers differ from sales in! Key sales accounts and key account managers service and sell to many existing customers to their. Accounts are the “ farmers ” of the same language and concepts key. S absolutely true pushing for a demo of Kapta and cross-selling opportunities try to avoid them as as! 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These benefits can take years, not months to increase the sales world quotas according to O * OnLine! Selling are different. success top of mind they expect more of everything focus on business and., negotiation and strategic planning sales culture in their organizations differentiate between top salespeople and account... New sales manager realize project delivery, the traditional sales-buyer relationship simply will not work management! To respond to RFPs places key account managers are present in all of. Sales coordinator, who tracks individual marketing strategy all sorts of businesses, from traditional manufacturing to the modern. And customer success top of mind coordinator, who tracks individual marketing.! The business their needs, especially when it comes to their most valuable customers and account management and selling different! Team whose job it is to meet them to work assigned to them sales goals to be,! Two different skill sets listen to what Laura Lloyd, RVP of Sales… About Lincoln Murphy able to between... Increase the sales coordinator, who tracks individual marketing strategy generating and maintaining revenue these,! Keep your customers coming back for more, negotiation and strategic account management:. Has been pushing for a promotion and you need a new sales manager grow the.! Brooks Group profitable revenue individual is responsible for prospecting to find new and...

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