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In order for the company to survive and thrive in tough market conditions she needs enough clients.

Of course, it is very good when there are many permanent retail buyers, however the main profit to firm is brought by corporate clients.

Concept definition

Corporate clients are usually called legal entities, organizations or enterprises that purchase a product or service from a company on a large scale, in several copies.

For most commercial companies, they are the main component of the business.

The explanatory dictionary of the Russian language interprets the word "corporate" as "narrow group, limited to a narrow circle." Hence, we are talking about a dedicated group of partners, which cannot be numerous and requires special approaches to interact with it.

The main task of any company is to attract and then retain a corporate client, striving to make him permanent. For this, specially developed programs, techniques, methods of working with them are used. Enterprises have in their special staff- who specialize in various methods of attracting profitable partners.

As a rule, the issue of attracting corporate clients is relevant for a new, just opened enterprise, which is not widely known.

Exists several proven search methods corporate clients:

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Ways to attract and retain

After the database of potential corporate clients of the company is compiled, continuous work begins with it to promote the company's products and services on the market. Leader with his assistants develops a unique strategy to attract and retain corporate clients. It can be expressed in special program, methodology, set of techniques, etc. It should be noted that attracting large customers is not an easy task, and each company makes a lot of efforts to maximize the interest of profitable partners, to prevent them from going to competitors.

In order to successfully attract corporate clients to cooperation, one should initially proceed from important criteria for working with them: the degree of interest in the product / service and the availability of financial capabilities of the company or entrepreneur. Depending on these conditions, it is necessary to develop original ways to attract and retain corporate customers.

Let's consider some of them:

If the retail buyer has only a personal interest in the transaction, then legal entities have to consider: the interests of the organization related to making a profit, the interests of the people conducting the negotiations, as well as the interests of competing organizations. From this it becomes clear that many factors influence the conclusion of an agreement with a corporate client. The exception is situations where a corporate client is represented by one person - an individual entrepreneur.

As a rule, the key criteria for choosing a particular supplier of goods or services are: High Quality products and services, the business reputation of the company in the market, the competence of employees who interact with corporate clients directly. In addition, knowledge of the rules business etiquette, the manifestation of politeness, openness and goodwill in communication. An important condition will be the observance of punctuality in solving problems, the efficiency of fulfilling the obligations assumed, since a serious client values ​​his time, the desire to resolve any difficult situation as soon as possible.

Organization of work of the corporate department for work with corporate clients

For effective organization of work with corporate clients, only finding and attracting them is not enough; it is also important to competently organize work with large partners. For these purposes, each reputable enterprise has a special structure called the “corporate department for working with corporate clients”. Managers working with corporate clients work there - professionals in their field.

It should be noted that the methods of working with individuals and corporate clients certainly differ. Unlike retail buyers, corporate clients are offered all sorts of loyal conditions for the sale of goods and services, as well as subsequent after-sales service.

Main tasks corporate department are:

• search and attraction to cooperation of large companies;
• comprehensive work with corporate clients, ensuring large deliveries of products;
• retention of regular customers and prolongation of commercial relations with them;
• high financial return for the enterprise for each concluded contract.

It is known that all corporate partners are legal entities, but not all legal entities can make large purchases. The corporate department is only interested in clients that provide high sales volumes for the company, so the requirement for high selectivity when looking for a partner is most relevant here.

Traditionally, the question is difficult: at what volume of sales can a corporate client be considered profitable for the company? Here there is a dependence not only on the volume, but also on a number of other factors: the solvency of the client, his geographical remoteness, the internal policy of his company, etc.

In general, all clients of the corporate department divided into the following groups:

Features in the banking sector

Any bank is interested in effective work with corporate clients, since their service implies receiving good dividends. Large customers have the opportunity to issue personal credit lines and insurance, apply, maintain accounts, and can rely on bank guarantees and take part in salary projects.

To become bank corporate client, a legal entity enters into an agreement with the bank and receives a package of banking products and services on personal terms. Typically, newly opened banks offer the lowest possible rates and attractive loan products, but customers often doubt their reliability and prefer the sharks of the financial business.

Among the banking methods with corporate clients it is necessary to highlight: big choice services and their affordable cost, fast execution of transactions and their full support, assistance in the preparation of documentation, professional advice in the field of finance.

The nuances of working in the hotel industry

Currently, the business tourism market is actively developing, so hotels are focused on cooperation with corporate clients interested in holding high-level meetings, negotiations, conferences, banquets, etc. According to experts, it is corporate clients that provide hotels with up to 50% of total income.

Dealing with such clients is certainly different from interacting with private visitors. The corporate department of the hotel is required to competently maintain databases, analyze customer needs, individual approach to each of them, establishing long-term partnerships with legal entities.

When working with corporate clients hotel business flexible price policy, offering each client a package of various services, focused on his individual needs, strict compliance with the terms of the agreements. When conducting business events, competent and well-coordinated work, compliance with the necessary quality standards are required from all staff.

Interaction with corporate clients, establishing effective cooperation with them requires maximum concentration and responsibility from the entire staff of the company. It should be understood that business contacts with corporate clients are not ordinary one-time transactions, but an opportunity to organize long-term and cost-effective cooperation. Therefore, specialists should use their professionalism, business qualities and original methodologies for finding, attracting and retaining corporate business partners.

An example of mutually beneficial cooperation between Megafon and its corporate clients is presented in the following video:

Any business that aims to develop and generate a constant and growing income must build long-term relationships with its customers. And if individuals are actually one-time purchasers of a product or service, then corporate clients are able to bring profit to the company for a long time. The loyalty of this category of customers depends on many factors, and first of all on the competence of the staff who work with them.

Corporate clients

Corporate customers are various firms and enterprises that purchase goods and services for internal consumption. Such consumers order a batch of goods or a set of services.

Unlike wholesale buyers, whose goal is to maximize profit from the difference between the purchase and sale price end user, corporate clients are focused on long-term cooperation and receiving this or that service for a long time. Their domestic consumption is stable or rising depending on the state of their business. A few large customers are able to provide income for the company for years.

Retail consumers and corporate customers are guided by different motivations when choosing a product or service.

If a person is primarily affected by an emotional component, then the management of companies is looking for benefits for their business.

The retail shopper will pay attention to positive emotions, fit with fashion, or follow the advice of their inner circle when making a purchase. A corporate client develops a number of criteria for choosing a product or service:

1. Price. Businesses and organizations almost daily receive a lot of offers from potential suppliers, with different price ranges. At the same time, too low a price, frank dumping to competitors, will rather scare away such a client than attract him.
2. Quality. Not only the final product should be of high quality, but also the offer itself, support of the transaction at all stages. Therefore, the most qualified and competent employees should work with corporate clients.
3. Functionality. The technical characteristics of goods and the timing of services are also important for this consumer. When a need arises for a particular product, the suppliers make up matrices, which the proposed product or service must comply with. In addition, the opinions of employees who will directly work with materials or use equipment are also taken into account.
4. Benefit. When considering commercial offers from different suppliers of the same product or service, companies are also guided by the impact on the final result of the work of the entire company. It does not matter whether it is the purchase of office supplies or the supply of raw materials for production.
5. Term. Time is the most important resource in any business. The less time costs entail the conclusion of the contract, the supply of goods, the provision of services, the more benefits the corporate consumer will receive.
6. Information. Choosing between different offers, such a client should not spend too much effort to get all useful information about the proposed delivery. The proposal must include the maximum number of specifications, price ranges for goods or services, conditions for their acquisition.

Different techniques and approaches are used to attract retail and corporate clients, working with companies takes more time, but can ultimately bring best result. Therefore, it is necessary to distinguish between these two types of sales.

It is unacceptable for the same sales manager to work with both customer segments.

Even in a small company, you can single out a separate employee who will work with corporate clients. His responsibilities will include not only closing a deal, but also planning a strategy for attracting new customers, analyzing information about competitors, and developing specific proposals for the needs of each company.

Types of corporate clients

Before developing a universal strategy for interacting with corporate consumers, it is necessary to understand the logic of decision-making by the management of a potential client. To do this, all legal entities are usually segmented depending on the size of the business.

Small businesses are considered the most loyal and unpretentious. These are small firms and entrepreneurs. The decision-making logic of such buyers is close to ordinary people, and the main factor influencing the transaction is the price. Qualitative characteristics of close or similar proposals are practically not taken into account. However financial resources such customers are limited, and a small company can easily become a one-time buyer.

It is easy to work with such business entities, since they do not have a strict hierarchical system, and the business owner is available for communication and acceptance of proposals. Such consumers may not pay attention to minor flaws at the stage of the transaction, if they are satisfied with the conditions.

Representatives of medium-sized businesses already have a hierarchical structure in decision-making, they have their own permanent suppliers of goods and services. The price factor is not decisive. Proposals are considered from several positions. However, interpersonal relationships can play a key role here. To stand out from the competition and attract a mid-sized firm as a potential client, offering flexible terms, multiple choices, etc. These clients are more difficult to move from one seller to another, but they have more purchase volumes than small enterprises, they are more likely to become regular customers.

Large corporations are the most difficult to attract. They have already established supply channels, signed long-term contracts. The structure of such companies is characterized by a complex hierarchy, and it is difficult to reach a leader who is authorized to make a decision on the purchase of a product or service. Many specialists take part in transactions with large clients, as part of their duties. Working with such consumers requires a lot of time. When making a decision, such clients rely on logic and benefit for their business. But they have a high consumer potential and several large corporate clients are able to provide profit to the supplier company for a long time.

In a separate direction when working with corporate clients, it is necessary to single out government agencies or business with a share of the state. These companies purchase goods and services on a competitive basis. They can be attracted as clients by submitting the most advantageous bid that meets the conditions of the tender. When choosing a supplier in state-owned companies, the price factor has a significant impact.

Work with corporate clients

Information and analysis play a key role in building a system of cooperation with corporate clients. Before sending an offer to potential customers, it is necessary to study their needs, obtain information about employees authorized to make purchasing decisions, analyze the current financial condition and customer development potential.

It is also necessary to analyze and update information on the current clients of the company. Their needs may change, and late response to such changes leads to the fact that the client, after a while, will start looking for another supplier.

In addition, it is necessary to study in detail the offers of competitors and pay maximum attention to them. Make your offer unique. An important role in building relationships with a corporate consumer is played by the complexity of the sale.

For example, a company that will offer not only the supply of equipment, but also profitable terms warranty and post-warranty service will gain an advantage over competitors.

It is best to promote your goods or services by placing advertising information in various specialized publications, participating in thematic exhibitions, and holding presentations on the territory of a potential or existing client.

Equally important when working with corporate clients is building a feedback system.

Periodic meetings at the level of company executives, conducting surveys to find out the current needs of the client, introducing the practice of introductory seminars and presentations - all this helps to collect necessary information about the consumer.

Attracting corporate clients is a long and sometimes costly process. But unlike retail (one-time) consumers, the supply of goods and services to companies allows you to count on making a profit over a long period of time. In order to interest a potential corporate client, he needs to provide maximum information about the product, offer a range of services, and show the possible benefits from the acquisition.

Employees working with corporate clients must have the highest possible qualifications and competence. It is necessary to distinguish between the conclusion of transactions with legal entities and individuals, since sales to these groups of clients differ in methods and impact factors.

The success of a business largely depends on the ability to attract and retain customers. This will not only make the business stable, but also significantly expand it. You can work with clients in different ways. You can, for example, create a customer service in the form of a call center in an enterprise. But issues that require personal or in-depth communication cannot be fully resolved through outsourcers.

Therefore, in most enterprises, in the face of a significantly increasing number of customers, in order to maintain constant contact with them and improve customer service, the position of a customer service manager is introduced into the staff.

Who is it?

At first glance, the two positions - sales manager and account manager, do not differ much. However, the functionality of a client manager is much wider: from finding, attracting and long-term retention of new clients to the process of full support of contractual relations during the transaction and after the fulfillment of contractual obligations. Efficiency professional activity This specialist is critical to the profitability and image of the company.

The account manager begins to contact interested customers when they are not yet real counterparties, advises them on all positions of interest and purchase conditions, product features. It happens that a client is interested in only one item from the product line, but in the process of communication, he can be interested in other items of the assortment. The client manager professionally identifies the needs of the client and orients him to the acquisition of those options that can solve the problem more successfully. It is very important to be able to form a partner's need for the services of his enterprise. The client’s repeated contact with the company indicates that the account manager is successfully coping with his professional duties.

IN modern market it is important for manufacturers to attract and retain corporate customers who use bulk purchases in their activities, which guarantees cost-effective long-term cooperation, which for many years or even decades will bring a significant part of the profit to the supplier's balance sheet.

To solve the problem of attracting corporate partners, such a specialist as a corporate client manager is called upon.

very significant in Lately became a Key Account Manager large consumers offered products that can provide the supplier highest income. It is with their requests that key partners are able to encourage suppliers of goods and services to change the direction of their business development in the market, apply innovations and always remain relevant and in demand in their market niche. It is key account managers who bring considerable income to the native company and, as a result, overfulfillment of profit targets.

An employee of this qualification has an impact on the formation of prices for special conditions, a system of discounts and offered bonuses in partnership with clients, develops provisions in contracts. It is this specialist who does everything possible to find and apply an individual approach to each partner. Building such an approach and taking into account all the wishes of the client is an important component of high-quality service, providing a sustainable competitive advantage and a guarantee of long-term partnership.

Effective Key Account Manager career always provided. Subsequently, he will be able to take the position of head of sales, director of development or commercial director. A new position is determined by the number of successful and repeated transactions. The professional activity of a client manager involves defending mutual commercial interests. In addition, the client manager remembers all the nuances of the interaction of partners.

Responsibilities and functions

The list of functions of the client manager is determined by the job description. Home of all functional duties is full customer support.

Standard Responsibilities:

• mail and document management;
• interaction with contractors and partners;
• receiving incoming calls and messages e-mail;
• multi-channel informing partners about new products and promotions;
• security high level services provided.

The key features are:

• search for clients, meetings with them and negotiations;
• consulting on contractual issues;
• receiving and processing orders and monitoring the timeliness of their implementation;
• conclusion of contracts and execution of all related documents to them.

The easiest way to get referred clients from current clients is to make this process part of the original contract.

Existing and new clients

In order to be optimistic about the development and prosperity of their business, companies seek to strengthen relationships with existing customers and acquire connections with new stable partners. Creating new relationships to get an even larger target segment, sincerely interested in interaction, is entrusted to the account manager. He searches for them, using various channels and platforms to attract new acquaintances and friendly contacts.

The most effective way to develop, allowing you to solve a wide range of tasks to strengthen the image, increase sales and identify the circle of consumers interested in business partnerships, is participation in exhibitions, fairs and presentations. They provide an opportunity to meet with all existing and new clients, establish personal contact with hundreds of domestic and even foreign partners, allow you to grab attention, set the course and demonstrate the potential of your business. This is a proven technique that has been failing for many years in strengthening existing reliable relationships and in acquiring new customers.

Besides, official functions of this specialist are also in the forecast of the prospects for cooperation, business reputation and reliability of attracted potential clients. Each problematic potential client has a number of signs that give him away even before the start of cooperation.

Some of them are obvious, others are not, but to identify them professional specialist it is better at the initial stage to determine whether these contacts will be promising or unprofitable, as well as to predict business reliability, assess their financial and material security.

Product range

The position of a client manager implies that he is simply obliged to study the entire range of manufactured goods and to know perfectly the full range of services offered, be able to demonstrate them at presentations. strengths, skillfully drawing attention to the competitive advantage in order to interest potential customers in cooperation. Excellent knowledge of the product being sold is a significant advantage for product promotion.

Market analysis

To ensure the financial prosperity and well-being of the enterprise, the first and very important step of an effective strategy should be taken - analyze the buyers' market using traditional or innovative methods. Market segmentation and identification of promising groups of potential consumers for the types of products provided by the company will allow you to determine your target audience with her needs and desires.

The results of the analysis can show what measures to attract the attention of customers to the activities of the company will be effective and how they can be applied. The account manager makes the development of methods for finding potential customers and develops communication schemes coordinated with the results of the analysis.

Studying competitors

To build an effective competitive strategy, account manager monitors competitors, to understand the goals of their companies:

• makes an analysis to identify their weaknesses and strengths;
• identifies opportunities and considers hazards;
• examines all aspects of their business activities.

This will help identify competitive advantages their product and convince their future consumers of this.

Link support

The manager maintains constant communication and interaction with existing customers, small chain stores and large retailers through interactive dialogue via fax, email, chat or traditional mail. Compiling monthly reports, analyzing the results of his professional activities, he must contribute his most effective developments in motivating clients to cooperate in accordance with the sales promotion programs approved by the company.

To ensure uninterrupted work, client managers interact with all the main and auxiliary divisions of the company in matters of their competence. An experienced client manager is often entrusted with the quality control of customer service entrusted to him by related departments.

Rights and responsibilities

Everything related to the rights and responsibilities of the account manager is included in the job description:

• have all the confidential information that contributes to the solution of professional problems;
• offer management ways and methods to increase the efficiency of their work, growth and development of the enterprise;
• require management to create optimal conditions for the performance of their duties;
• make decisions and take actions within its competence.

Responsibility

This employee is largely responsible for the image, business reputation firms that promote long-term partnerships. It happens that a company loses its customers due to dishonest performance or non-fulfillment by the client manager of his labor functional duties for customer service.

Therefore, he is responsible for all cases of violation of his duties, non-compliance with the requirements imposed on him by the employer in local regulations, negligence and wrongdoing. This entails the measures labor law. For committed offenses, the manager is held liable within the framework established by the Administrative or Criminal Code.

The material damage caused is compensated in accordance with labor or civil legislation.

Requirements

In addition to professional and communication skills, a client manager must be able to properly develop a loyalty program. A successful employee in this area should be able to establish all contractual and accompanying processes in the office and control the work of sales-related departments.

Therefore, it is desirable to have:

• organization experience business negotiations;
• possession of the rules of business etiquette.

In practice, employers when hiring a specialist present him with the following requirements:

• higher education;
• computer literacy;
• correct speech;
• sales experience.

As for personality traits:

• activity;
• positivity;
• focus on results.

Sometimes good knowledge is required foreign language having a driving license and own transport. A list of personal character traits that will help you fulfill the requirements for the relevant position: organizational inclinations, conscientiousness, punctuality, independence, patience and flexibility.

Stress tolerance, non-conflict, good memory and organization.

Education and professional development

The professional standard determines that the education of the applicant must be higher professional in the specialty "Management" or secondary special, but necessarily supplemented by retraining courses in management. High career lability is becoming an increasingly popular tactic today professional development. Many professionals change careers, retraining and discovering new areas. At the same time, there are more and more opportunities for education and self-education. Therefore, a higher professional economic, legal or psychological education is allowed. An alternative to a second higher education, which takes several years to complete, could be additional training in the field of management theory.

It is very important for business development if client managers periodically improve their skills at various training events, courses, trainings and online courses. For building successful career to become a senior or lead manager and even take a senior position as head of customer service, a specialist needs to strive to increase his professional level.

Professional growth implies knowledge of the theory of sales, products and services offered by the company. To be noticed by the management, it is necessary to strive to become competitive in comparison with specialists of this level in other companies. Focus on tasks, speed of reaction, attention to detail and a good memory are essential for this. And in order to have the necessary skills to quality work, the specialist has the right to count on periodic training at the expense of the employer.

Managers are one of the most sought after professionals. It is they who bring profit to the organization for which they work.

What is a manager? Definition

Leaders, managers, administrators are called managers. These professions imply control over the performance of the tasks of employees. That is, they manage a certain group of employees. However, managers are now called not only leaders. Ordinary employees selling something are called the same. This is due to the fact that the employer wants the status of employees to make them feel more important. But these workers do not really organize the work of others. They are ordinary consultants, sellers, merchants. The manager's status is only virtual. And it is used to make ordinary employees feel comfortable in their profession. A real manager manages, manages others. He receives his wages for efficient work their subordinates.

Account Manager. Responsibilities

The resume of many who are looking for a job has information in the "Personal qualities" section about the sociability and stress resistance of the applicant for the vacancy.

These characteristics are great for the position of account manager. To become one, higher education and work experience are not always necessary. The main thing here is to be able to interact with customers and conduct business negotiations, know the product and fulfill labor obligations. The account manager is looking for potential and products. He makes them alluring commercial offers to interest in the goods or services of the company whose interests it represents.

This specialist also has other responsibilities. The account manager personally meets with potential customers. And a lot depends on these meetings, because it is then that all the nuances of cooperation are discussed and contracts are signed.

Interaction with existing buyers is included in the main responsibilities. The account manager must always keep his customers in as well as maintain the client base.

Bank Account Manager. Responsibilities

Many banks are on a daily basis in search of employees, namely, account managers. This is due to the fact that the work in this field is not so easy, and employees need to perform various duties.

A bank account manager typically performs the following work. He fulfills the sales plan, accepts and processes orders, prepares commercial offers. He also advises clients on banking products, which include loans, cards, deposits, and so on, draws up documents, works with and generates reports.

In each bank, this list of obligations may be supplemented, reduced or slightly different. Everywhere individually. The account manager can also perform the following duties: he can monitor the fulfillment of contractual obligations and work to increase sales.

Cellular Customer Service Manager. Responsibilities

Account managers are also needed in the field cellular communication. It is also a difficult job that requires endurance, patience, communication skills, the ability to find a common language with customers and sell goods and services. In the cell phone stores, employees perform the following duties.

The customer service manager advises on all services and products, carries out sales cell phones, accessories for them, tablets, photo and video cameras. Connecting to telecom operators, accepting payments, working with the cash register, keeping records are among his main responsibilities. Cellular account manager participates in the inventory, monitors the cleanliness and order in the salon.

Operations Manager Responsibilities

Corporate clients are legal entities. They are a tidbit for business. A corporate account manager interacts with them.

He performs the following duties. Searches for emerging firms that will be interested in the products and services offered, conducts surveys, generates proposals, personally meets with potential clients, participates in exhibitions and events, negotiates, concludes contracts, works with documentation, maintains long-term relationships with key buyers, maintains business correspondence, makes reports of the work done.

The list of duties can be supplemented or simplified. It all depends on the requirements of the employer and the scope of the company.

What qualities should an account manager have?

This work is about interacting with people. Therefore, the main quality of a customer service manager is the ability to find an approach to any person.

Other characteristics are also important. These are sociability, stress resistance, activity, mobility, knowledge of the goods and services offered, literacy, the ability to conduct business negotiations, accuracy, punctuality. The list of qualities can also be supplemented by knowledge of foreign languages, especially English.

A customer service manager must be able to work with a personal computer, office equipment, know office and other programs. Their list depends on the field of activity.

Advantages and Disadvantages of Being an Account Manager

Like any profession, this one also has its pros and cons. If we talk about the benefits, then they include the fact that an account manager can build a good career, thereby becoming in demand and receiving a decent salary.

This profession is suitable for those who like to lead an active life, are not afraid to communicate with a large flow of new people, know how to win over, interest in goods and services and sell them.

In terms of shortcomings, it can be noted that wage directly depends on the number of concluded transactions and their amount in monetary terms. Therefore, if the month is not successful, then the account manager will receive only a salary, usually the minimum.

Another disadvantage is communication with conflicting clients. If they are dissatisfied, then the account manager is to blame, whose duty is precisely to settle the differences. Psychologically, this profession is not suitable for those who take everything to heart. Here you need to be able to listen, find a way out and not lose your temper.

Writing a resume for a customer service manager

This profession is in high demand in the labor market. After all, we live in a capitalist world where sales skills are essential to survive. If you have not been scared away by the above-mentioned customer service - promising profession and you could be.

To interest employers, you need to write a good resume. In personal qualities, indicate those that are more suitable for the "Responsibilities" item. Account manager for resume can add positive reviews from past employers, if he has a good relationship with them. It is also worth listing all the skills that you possess. Also write about your experience in other jobs, practices where you worked with clients. This will be a big plus, as it will show the employer that you have already had experience in business negotiations and are not afraid of communication.

If you have any achievements in your studies, in practice, in past jobs, then also write about them. Thus, you will show yourself as a person with an active lifestyle.

Write a resume correctly, especially pay attention to words and expressions that are directly related to the manager's activities. For example, mistakes are often made in the word "contracts".

Complete the information about yourself with your business photo with a neutral background, where your face is clearly visible and there are no strangers. Before sending your resume, check it for errors, see if you have entered your details correctly so that you can be contacted for sure.

An account manager is a specialist who first talks about the company's services or products. Whether a potential buyer becomes a real one depends on his professionalism. Read the article about how much such an employee is paid and what his duties are.

Average salary: 50,000 rubles per month

Demand

Payability

Competition

entry barrier

prospects

The profession of a customer service manager is relevant for many areas. entrepreneurial activity and is in the top 10 most requested. It depends on the level of work of this specialist whether clients will trust the organization and use its services in the future, whether they will recommend this company to their partners.

From the history of the profession

As early as the century before last, American manufacturing enterprises felt the need for a qualitatively new approach to working with customers. At the same time, the doctrine of a set of management methods - management - was born, and professionals appeared who successfully applied it in various areas of business.

Entrepreneurial, resourceful, inventive employees - the first client managers - specialized in working with customers. The success of the organization depended on their effectiveness in the struggle for each buyer and consumer of services.

Description and characteristics of the profession

A customer relationship manager is a specialist who is actively involved in attracting, servicing and maintaining a circle of consumers of goods and services, planning relationships with them. Other job titles are client manager, client manager, account manager.

The functionality of an account manager depends on the industry to which his company belongs. But his main task at a particular workplace is all kinds of interaction with clients, which implies:

• identifying and consulting potential customers, maintaining relationships with them, analyzing their needs;
• development of methods and schemes for finding and attracting customers, organizing work with them;
• preparation of commercial offers;
• conclusion of contracts;
• presentation of the company's products and services;
• control of payment of accounts;
• control of the completeness of the product range;
• participation in presentations and negotiations;
• support for the implementation of projects.

The functions of a specialist and the mechanism of communication with clients depend on professional sphere.

In banking

The client manager of the bank must have the appropriate education. It is aimed at selling products of a financial and credit institution. His work includes receiving and processing requests from enterprises, advising those who asked for help, searching for and informing clients by phone. The scope of the specialist's duties also includes the preparation and submission of the necessary reports.

In sales

A specialist often has to serve those who, not being a client of the company, are interested in its products or services. It explains the conditions of purchase and the specifics of the product. There are situations when a buyer is looking for one product, but after it turns out that other items in the assortment are more suitable for him. The account manager finds out the needs and offers exactly what will solve the current issue. Moreover, this must be done convincingly - so that the potential buyer becomes real.

In marketing

In this area, the largest number vacancies for client managers. The main function of a specialist is to provide consultations by phone and e-mail. the main task- to interest a potential buyer who applied to the company for the first time and encourage him to come to its office, store, etc.

The second item on the list of responsibilities is accepting requests for service or advice. The main goal is to build communication in such a way that after it a transaction is sure to follow. Thus, in marketing, the client manager is focused on increasing sales and expanding the customer base.

Specialties, universities and USE subjects

You can often hear that for customer service it is enough to be very sociable, to be able to manipulate the buyer, not forgetting, of course, about politeness and tact. But this is fundamentally wrong.

First of all, a client manager needs specialized knowledge and education. Employers are most willing to take an employee from among applicants with higher education. Depending on the direction of the company's activity, it can be economic, commercial, legal, financial, psychological or technical.

An even greater likelihood of employment for the position of account manager is for graduates of managerial specialties. They are valued for a quick understanding of the specifics of the organization, knowledge of marketing and effective communication techniques, and the ability to use them.

There are faculties of management in many Russian universities - you can study in different regions countries. For example:

1. RosNOU (New University).
2. St. Petersburg State University.
3. Bryansk State University named after academician I. G. Petrovsky.
4. Plekhanov Russian University of Economics.
5. MIREA - Russian Technological University.
6. Financial University under the Government of the Russian Federation.
7. Tuva State University.
8. Sevastopol State University.

In each of them there are the most suitable areas of study with a level of training from bachelor to master:

• economy;
• management;
• state and municipal administration;
• finance and credit;
• jurisprudence;
• advertising and public relations;
• psychology;
• international relationships.

Admission to management specialties is based on the results of the Unified State Examination in the Russian language, social science, and mathematics. Technical educational institutions may require an assessment in computer science, physics, and humanitarian ones in a foreign language.

Range of duties

The key responsibility of a manager is to find clients and then develop relationships with them. The profession obliges to do everything necessary to ensure that important partners are satisfied with the company, work with it and give it excellent recommendations. Moreover, a real pro must understand that a client is not only a source of income. This approach is easy to read and repels. It is very important to be able to balance your own benefit with the interests of consumers.

Often, the duties of a client manager are merged with the functions of a sales manager. This symbiosis is very common in trade. A likely candidate for the position needs to be ready not only to maintain an existing client base, but also to expand it, increase sales.

Who suits the profession

According to the results of surveys conducted by various employment agencies, men and women interact equally effectively with clients, the age of a specialist also does not matter much. But the analysis of the labor market shows that 71% of vacancies are filled by women under the age of 30, most of them graduated from the university, English language 15% know. This is a generalized portrait of a client manager.

When selecting an employee to serve partners, the employer is looking for balanced, patient, friendly candidates, and they give preference to them.

IN daily work The client manager will need:

• Excellent PC skills.
• Knowledge of foreign language. Among the clients may be foreign organizations.
• Ownership psychological tricks. Will have to communicate with different people. When working with the same foreigners, knowledge in psychology will help to predict the likely difficulties that arise against the background of differences in views and mentality, and to prevent disagreements. Moreover, non-conflict and developed intuition of the employee himself is important.
• Stress resistance. Often you have to quickly and independently make very responsible decisions, work in conditions of limited time.
• Good diction, pleasant voice, delivered speech. The speed of responses, especially on the phone, makes the first impression. If the manager is lost in a conversation about a service, interest in the dialogue disappears.
• Initiative, ability to cooperate with colleagues, dynamics in action, reliability.

A customer service manager is exclusively a mental worker. He must be erudite, inquisitive, rational, have developed analytical skills. From other conditions - impeccable appearance, the presence of a driver's license (sometimes a visit to the client is required to conclude a transaction).

Salary

Add to list highly paid profession Excluded. According to experts, their salary depends on the range of duties, the scale of the organization's activities, and the region of the country.

An analysis of open vacancies at the beginning of 2019 showed that almost 50% of Russian employers offer a salary of 20 to 40 thousand rubles. In 21.1% of ads, earnings up to 60 thousand rubles are indicated. According to statistics, in 2018, in Russian cities, the real salary of an account manager ranged from 20 to 100 thousand rubles.

Career Formula

Having gained experience and becoming a highly qualified specialist, you can count on a solid income. But first you need to show yourself well - to show an increasing number of closed deals. This is followed by several career options:

1. Expansion of powers - servicing VIP clients, communicating with corporate partners, negotiating with top managers of companies.
2. Promotion to senior positions - head of customer service, sales or development.

The future of the profession

The need for employees who know how to win over, who are able to solve difficult situations, increases with the active growth of the banking sector, the formation of firms providing services, engaged in advertising, sales. Therefore, the profession of an account manager is clearly in the category of promising ones.