Sushmita Sharma.
This series of articles looks at the world of the account manager. This time it's EDGE's senior account manager, Sushmita Sharma,.
How did you end up account management? Was it by design or a cosmic accident?:
Let's call it destiny. It started as a unit during my Bachelor's in Advertising Communications, called 'Intro to Account Management'. It may have been the very first class I attended when I knew that's my calling!
Driving business growth, nurturing relationships, working with different teams with varying skillsets and experiences, and most importantly, being a trusted strategic partner to another business; there is nothing about Account Management that I could ever say no to!
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
It starts with establishing the objective early and keeping it at the heart of everything you discuss next. At the beginning of any subsequent meeting, I recap that objective and ask the client if anything has changed since we last spoke. If the objective remains the same, it becomes much easier to review the idea or the plan based on how it helps us achieve the core objective, rather than letting personal preferences get in the way.
If there has been a change, we go back to the drawing board and collaboratively workshop a new approach. When clients feel included in your process and can see how you develop the plan, the alignment between objectives and the plan comes naturally, and conversations become much easier to navigate.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
Keep it simple! Communicate directly, understand the client's underlying objective(s) and always explain your reasoning when you disagree.
One simple strategy, often overlooked, is simply picking up the phone. Instead of getting caught in email threads, I just call the client or if possible, meet them in person. This helps clarify the feedback more quickly and leaves no room for misinterpretation. When the client shares feedback, I focus on their intention and purpose. If the feedback is all valid, easy!
However, if I believe there's a better or stronger approach based on past experience and industry knowledge, I'll be transparent with the client and share the 'why' behind my alternative approach. That's why clients engage us!
As long as the discussion stays focused on the underlying objective, we always leave the conversation knowing the next steps will achieve the best outcome.
How to build strong relationships with clients?
Every client wants to partner with people who genuinely care about their business. And in my view, that's what a good Account Manager should bring to every client partnership. Don't just be a service provider, be a true partner. Show genuine interest in your client's business, find out what success looks like for them, and then see where and how you can partner with them to achieve that success.
And above all, whether things are going well or not, always be transparent and focus on the solution. Clients don't expect you to always tell them what they want to hear, but they rely on you to tell them what they need to hear. They feel more confident when they see you’re consistently looking out for their best interests, you don't shy away from taking ownership when challenges arise and proactively keep them informed. If you go by that mantra, then the relationship naturally becomes a partnership rather than just a service.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea.
Be a good listener and stay objective. During difficult conversations, our brain can default to fight or flight and it's easy to become defensive and justify your position. That's where you need to get out of your head and listen to the client. What is really driving this conversation? Why are they feeling this way? What do they want to achieve?
When you truly understand where the client is coming from and what their pain points are, you can provide real solutions, instead of just delivering ideas. The conversation then becomes a two-way discussion, and you're no longer selling ideas, you are selling the solution.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
Digital Marketing is an ever-evolving space! There's always a new trend and something new to learn. One of the most prominent shifts is of course the emerging use of AI, both individually and commercially. Every channel is introducing AI-driven elements; there's no escape from it! But I do believe AI or any technology should enhance human expertise and not replace it. The teams who will stay ahead of the game will be those who embrace this trend by remaining curious and open to testing new ideas, while retaining their personalised expertise and human capabilities as well.
What advice would you give your younger self when you first started out in account service?
Buy more bitcoins. Just kidding! Here's the real one - it's okay to not know all the answers all the time, that's what gives you the opportunity to keep learning and keep growing.
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