Sales POP - Purveyors of Propserity
What is Real Account Management?
Blog / Sales Management / Feb 16, 2021 / Posted by Nikolaus Kimla / 234 

What is Real Account Management?


Account management requires a totally different toolset and skillset than the capturing of new sales. It’s vital to any company involved with sales.

Account Management Defined

It’s a fact that maintaining and upselling an existing account is less difficult and costly than the winning of a new account. Yet account management still requires planning, resources, time, and energy. Account management maintains customers beyond the basic SaaS approach. Account management also needs to be embedded in CRM—and in the next few months, we will be expanding Pipeliner’s account management capabilities.

What are the elements of account management? They would be account size, revenue planning, plans to enlarge an account, and cross-selling and upselling strategies. Of course, research must occur before planning, so that you understand which account even makes sense to plan for. Some accounts have high potential, and others low potential. You must look over your accounts, and decide which are strategically important.

Hiring the Appropriate Salespeople

Planning must accommodate the salesperson who managemes and sells into accounts–the account rep. As I said in the beginning, account management has its own skillset above and beyond just that of selling. Additionally, an account manager must be positively supported by technology so that they can immediately see all the potential, possibilities and issues of any particular account.

Account Qualities

Account management should oftentimes be managed strategically based on its size. Working with a large enterprise is very different from working with a young, dynamic company striving to move forward. Where there is a parent company and subsidiaries, there are issues specific to selling and account-managing them. One issue can be that despite a company being a subsidiary of a parent company, it can have relative autonomy to make its own business decisions.

When dealing in a parent-subsidiary situation, it would obviously be ideal to win the parent company’s business first. But in reality, unless your company is a substantial enterprise in itself, you’ll often be dealing with subsidiary companies or even departments of a subsidiary or parent companies. It’s more like a grassroots movement because you’re working from the bottom up instead of the top down. How you proceed should be part of your overall planning—you might start with one department and spread out to 20.

Take Politics Into Account

When selling to different departments and subsidiaries, you must always beware of internal politics, no matter how obvious they are or aren’t. One subsidiary might be favoring one solution of your type, and another might be favoring a different one. Because you’re an outside vendor, you won’t have a real insight into the company. Even if you have a “spy”—someone within the company to provide you with “inside skinny”—you may still not have the full picture. Proceed with caution.

Account Management Importance

Why is it important to treat account management as its own role? Expert and excellent account management provide your company with a steady flow of revenue. Efficient account management builds strong relationships, and through that provides predictability. You’re able to say with some degree of confidence that a particular account will bring you a certain amount of revenue in the coming year.

In this series, we’ll go into considerable detail about account management: planning, commission structure, and the approach to activities.

About Author

A 30-year veteran of the computer industry, Nikolaus has founded and run several software companies. He and his company uptime iTechnology are the developers of World-Check, a risk intelligence platform eventually sold to Thomson Reuters for $520 million. He is currently the founder and CEO of Pipelinersales, Inc., developer and publisher of Pipeliner CRM, the first CRM application aimed squarely at actually empowering salespeople. Also a prolific writer, Nikolaus has authored over 100 ebooks, articles and white papers addressing the subjects of sales management, leadership and sales itself.

Author's Publications on Amazon

Inside this eBook, you’ll discover a series of chapters dedicated to some of the most important areas facing sales today. From the sales process definition to measurement, lead generation, and proven sales techniques, this comprehensive eBook will provide you with the information you need to…
Buy on Amazon
A common term in sales today is EQ, which stands for “emotional I.Q.” It means the skill a salesperson has in reading emotions and utilizing them in sales. It means empathy and a number of other abilities. The short version is, it’s an I.Q. when…
Buy on Amazon
People are smart to question the future of automation, for it has become part of everything we do. With the quantity of applications and technology around us, we yet still crave more. We become convinced of its power when our package is delivered from Amazon…
Buy on Amazon
Sales management isn’t a simple subject by any means. But at the same time, it does have some basic and somewhat simple fundamentals—and that is what we are bringing to you with this book. First come pain points of sales management, and how to overcome…
Buy on Amazon
Today the Internet has transformed a seller's market into a buyer's market and author Nikolaus Kimla states that the role of sales has never been more crucial. It is now time to give salespeople the role they factually can play: entrepreneurs within the enterprise. They…
Buy on Amazon
This is our public declaration of the intentions behind Pipeliner, and our objectives and motives for the product and for our company. Behind the development of that CRM application and, in fact, behind everything we do, we have a real cause. The story begins with…
Buy on Amazon
For the future, there must be a perfect balance of humans and technology. You have to have the perfect technology, andthen the perfect human being in application, performance and presentation. Today and into the future, it’s a 50-50 balance. In the past it was perhaps…
Buy on Amazon
The salespreneur is based on the concept of the entrepreneur. Before we can explain the salespreneur, you have to have some understanding of the entrepreneur. The entrepreneur plays a crucial role in any economic system. The entrepreneur seeks out information that can be utilized for…
Buy on Amazon
A seasoned captain would never leave port without a competent navigator. In a similar way, a sales manager might be a total ace at "commanding the ship" – at inspiring and coaching sales reps, pointing out and getting agreement on making quotas, and keeping everyone's…
Buy on Amazon
Comments (2)


Busayo Oyewole commented...

good content… very helpful


Lukman Adewale commented...

Good materials to be with

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. For information on cookies and how you can disable them, visit our privacy and cookie policy.