“Sales isn't over when the deal closes. That's where the most valuable conversations begin".

- Sales Insights Academy

Introduction:

When people think of great salespeople, they often picture hunters: energetic closers, always chasing the next big deal. But the real secret weapon in sales? Strong account management skills.

It’s not just about winning new business — it’s about keeping it, growing it, and turning one-time buyers into long-term partners. And in today’s competitive B2B landscape, companies that excel at account management enjoy higher margins, greater retention, and more predictable revenue.

In this post, we’ll explore what makes account management such a powerful sales advantage, what skills are essential, and how to build them.

Account Management vs Traditional Selling

Traditional selling focuses on prospecting, pitching, and closing. It’s essential - but it’s not the whole picture. Account management focuses on:

• Strengthening post-sale relationships

• Growing existing accounts through upselling and cross-selling

• Preventing churn and strengthening loyalty

• Becoming a trusted advisor, not just a vendor

In short, it’s the engine of sustainable growth.

Why Account Management Matters More Than Ever

Here’s why account management is now mission-critical:

• Customer acquisition costs are rising: It’s 5x more expensive to win a new customer than keep an existing one.

• Buyers expect ongoing value: Retention depends on how well you deliver after the sale.

• Your competitors are always circling: If you’re not proactively adding value, someone else will.

• Expansion revenue is more efficient: It’s easier to grow wallet share with a current client than break into a cold account.

Great account management means your clients stay, grow, and refer others. That’s how sales teams shift from reactive to resilient.

Six Key Skills That Set Great Account Managers Apart

1. Strategic Relationship Building

Go beyond "friendly" and focus on "valuable." Strong account managers map the key stakeholders, understand internal politics, and align their efforts to the client’s goals.

2. Commercial Awareness

Know your client’s business model, industry shifts, and internal pressures. Speak their language and tie your value to what matters most.

3. Problem Solving and Proactivity

Don’t wait for issues. Strong account managers anticipate problems, bring solutions early, and continuously look for ways to improve the partnership.

4. Growth-Minded Selling

They don’t "farm" - they grow. Whether it’s upselling, cross-selling, or introducing new services, they stay alert to where more value can be added.

5. Communication and Expectation Management

Account managers are expert communicators. They align expectations, set clear follow-ups, and ensure there are no surprises.

6. Strategic Planning and Reporting

They treat each key account like a business within the business. That means account plans, quarterly reviews, and consistent performance metrics.

The Overlap With Sales

Account management isn’t separate from sales - it is sales. The best account managers:

• Protect revenue

• Grow accounts

• Influence renewal and expansion decisions

• Build long-term trust that fuels referrals and new opportunities

When account managers are trained in consultative skills, commercial insight, and sales psychology, they become one of the most valuable assets on the team.

How The Sales Insights Evaluation Identifies Your Account Management Potential

The Sales Insights Evaluation, powered by Objective Management Group (OMG), pinpoints the exact competencies that drive successful account management. It doesn’t just assess general sales ability - it reveals high-red attributes like:

• Strength in building long-term relationships

• Comfort navigating internal politics and decision-making chains

• Commitment to regular follow-up and strategic touchpoints

• Access to budget holders and senior stakeholders

• Patience and discipline in managing ongoing revenue, not just chasing new deals

It also draws from related competencies like consultative selling, relationship building, and trust development, all of which are foundational to managing and growing key accounts.

Whether you're a seasoned salesperson or stepping into account ownership for the first time, the Sales Insights Evaluation helps you identify where you’re strong — and where your growth will deliver the biggest impact.

Learn Account Management With Psychology-Based Training

At Sales Insights Academy, we teach a complete account management approach through our course: Mastering Account Management.

It’s designed to help salespeople and customer success professionals:

• Build long-term, high-value relationships

• Identify growth opportunities within existing accounts

• Protect revenue through proactive strategy and trust

• Use tools, plans, and communication frameworks to manage accounts like a pro

When combined with your Sales Insights Evaluation, you’ll know exactly what to work on and how to grow your impact in client relationships.

Final Thoughts

In an unpredictable market, retention is the new growth. And strong account management turns client relationships into a strategic advantage.

The best part? These skills are learnable. Whether you're new to account management or looking to sharpen your edge, building these capabilities will set you apart.

Want to develop your account management potential?

Explore The Psychology of Consultative Selling and Mastering Account Management course and learn how to protect and grow revenue from the clients you already have.