One common concern among business leaders is that their client-facing teams are often bogged down by daily tasks, preventing them from developing strategic relationships with key clients.
The underlying issue is often cited as a lack of time or resources. However, with the right tools and training, client managers can learn to manage their time effectively, moving from a reactive to a proactive approach in client management.
In this article, we'll explore strategies to empower your client managers. These strategies will help them plan their activities over an annual period and direct their resources effectively without the need to hire additional staff.
The Challenge
Client managers often find themselves stuck in day-to-day operations, dealing with immediate client demands rather than building long-term strategic relationships.
This reactive mode can be detrimental to client retention and business growth.
The main reasons for this challenge include:
Lack of Strategic Planning: Many client managers haven't received formal training on strategically planning their work.
Resource Constraints: Teams often feel they lack the resources to manage client portfolios effectively.
Reactive Work Environment: The pressure to respond quickly to client requests leaves little room for strategic thinking.
The Solution: Strategic Planning for Client Managers
To address these challenges, it's essential to teach client managers how to plan their work annually and quarterly. This involves providing the tools and templates to help them step out of the day-to-day grind and take a strategic view of their client portfolios.
At Client Growth Strategy, our Client Management Training includes a structured approach with annual and quarterly planning templates that help client managers to:
Map Out Their Year: By planning for the year ahead, client managers can allocate time for strategic activities such as client relationship building, portfolio analysis, and growth initiatives.
Analyse Their Portfolios: Understanding the composition and health of their client portfolios allows client managers to prioritize their efforts and resources effectively.
Segment Their Portfolios: By segmenting clients based on factors like revenue potential, industry and engagement level, client managers can tailor their approach to meet specific client needs.
Create Action Plans: Detailed action plans for each quarter ensure that client managers stay on track with their strategic goals and adjust their activities based on ongoing client interactions.
Drive Skill and Career Development: Encourage client managers to take charge of their skills and career development. This involves assessing where they are now, identifying areas where they need support, and planning how to bridge gaps in knowledge or relationships. This strategic planning helps them manage their time effectively, avoid burnout, and align their growth with personal and business goals.
Here is an overview of our annual and quarterly planning process, along with the templates and tools we provide to support this process:
Annual Process:
Review and update Portfolio Master List
Create your At-a-Glance Portfolio Overview
Develop Account Plans for all key accounts – Top 20, At Risk, Strategic, and Growth
Complete your 12-month Activity Calendar & Year-at-a-Glance
Build your Development Plan
Quarterly Process:
Review your annual documents
Review the quarter prior
Create your Quarterly Action Plan for the following quarter
These templates and tools form the backbone of our training programs, ensuring that client managers can manage their portfolios strategically and align with personal and business goals.
The Wrap-Up
Investing in strategic planning and training can empower your client managers to manage their portfolios effectively, build stronger relationships, and drive sustainable growth. Don't let your team get stuck in the day-to-day—provide them with the tools they need to succeed.
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