As an account manager, you need to communicate effectively with your clients to build trust, rapport, and satisfaction. But how do you create and maintain a client communication plan and schedule that meets their needs and expectations? Here are some tips to help you.
The first step is to understand your client's communication preferences, such as the frequency, mode, tone, and content of your messages. You can ask them directly, observe their behavior, or use a questionnaire to gather this information. For example, some clients may prefer weekly email updates, while others may want bi-monthly video calls. Some clients may appreciate informal and friendly communication, while others may expect formal and professional language. Some clients may want detailed reports, while others may only care about the results.
The first meeting with the customer is to asking them which means of communication they prefer. A smart way to do that is to ask indirectly about that like "would it be ok with you if I just call you for urgent and short 2-minute conversations? or I should send you an email to block our calendars?" Use the answer to know if it the contact is addressable with inmails (LinkedIn), emails, phones, simple chat through Microsoft Teams... I was amazed by how many decision-makers quite enjoy my interactions on their posts and getting chat messages from me. Sales is about people, and people want to see value and being cared for. Best sellers are the ones who hack how to approach their customers: the right channel, the right message (tone & agenda).
The second step is to define your communication goals and objectives for each client. What are you trying to achieve with your communication? How do you measure your success? How do you align your communication with your client's goals and objectives? For example, some communication goals may be to inform your client about the progress and status of the project, to solicit feedback and input, to resolve issues and concerns, or to upsell and cross-sell your services.
Creating a communication plan and schedule is the third step in the process, and it should outline the who, what, when, where, why, and how of your communication. You can use a template or a tool to organize and document your plan. This plan should include information such as the stakeholders involved, the type and format of the communication (e.g. email, phone call, video call, chat, or face-to-face meeting), the frequency and timing of the communication (e.g. daily, weekly, monthly, quarterly, or ad hoc), the channel and platform of the communication (e.g. email, phone, Zoom, Slack, or Google Docs), the purpose and agenda of the communication (e.g. status update, feedback request, issue resolution, or proposal presentation) as well as action items and follow-ups (e.g. tasks, deadlines, deliverables or next steps).
probably this is the most important step: aligning everyone's initial thoughts and energy on the main things. Start by stating your "why" so everyone gets aligned faster and spend more time reading your agenda and preparing for it. Then move to "how" we want to achieve the "why" (X will support the discussion on SubjectA, Y&Z should take the technical discussion later if needed). Finish on "what" (which is the product/service that will be the vector of the discussion) with writing a small annex with basic definitions and/or list of features and links for customers' decision makers to visit before the meeting. Even if someone does not go through the whole communication, they will take you seriously and welcome you pushing that agenda.
The fourth step is to implement and monitor your communication plan and schedule according to your client's preferences and expectations. You can use a calendar, a project management tool, or a CRM system to track and manage your communication activities. For instance, setting reminders and notifications for your communication events, preparing and sending materials in advance, conducting and recording communication sessions, reviewing and analyzing outcomes and feedback, as well as updating and adjusting your plan and schedule as needed can all help you stay on track.
My favourite tools will be here a CRM to track customer targeted discussions, Planner to track team-tasks (planning, project progress), and OneNote for anything else (upskilling, capturing meeting notes internal or external...). These three tools are always open on my desktop and switch between each tool depending on the circle of the discussion. I am much more productive by using three tools (instead having it all in one CRM) for the 3 different circles of activites (tasks, customers, learning&growing) that are connected to each other and can be accessible from the same place.
Evaluating and improving your communication plan and schedule based on your communication goals and objectives, client satisfaction, and performance results is the fifth step. You can use surveys, metrics, or testimonials to measure and improve your communication effectiveness. Ask your client for feedback on communication frequency, mode, tone, and content. Track and report communication metrics such as response rate, open rate, click-through rate, or conversion rate. Collect testimonials such as positive reviews, referrals, or case studies. Identify and address communication gaps, challenges, or opportunities. Implement and test communication best practices, tips, or strategies. By following these steps you can create a client communication plan that helps you deliver value, build relationships, and grow your business.