POST-SALE ACCOUNT MANAGEMENT
Sales ends at closed-won.
The relationship does not.
Post-sale account management is the planned work of keeping, growing and renewing a client relationship after a deal is signed. A CRM tracks the road to the signature. This is the longer road after it.
The five parts of a working routine
1
An owner
One named person, plus a backup, is responsible for the relationship, even when someone else leads the work.
2
A plan
The client’s goals, the people, your goal for the account, the risks and the next conversations, on one page.
3
A map of people
At least three healthy relationships at an important client: a day-to-day contact, a sponsor and someone who controls budget.
4
A rhythm
A weekly review of the account list, a monthly touchpoint with the sponsor and a quarterly review with decisions, owners and dates.
5
A review of risks and growth
Warning signs checked early, and growth ideas tied to results the client already sees.
Every touchpoint has a purpose, an owner and a date. “Stay in touch” is not a plan. “Sponsor check-in on 14 March, owner Anna, goal: agree Q2 priorities” is.
Guides
The routine: plan, people and review
Keeping clients: risk and renewal
Common questions
What is post-sale account management?
Post-sale account management is the planned work of keeping, growing and renewing a client relationship after a deal is signed. It gives each important client a named owner, a plan, a map of the people, a regular rhythm of conversations and a review of risks and growth.
How is it different from sales and from a CRM?
Sales and a CRM focus on winning clients and end at closed-won. Post-sale account management begins there and lasts for as long as the client stays.
How is it different from customer success?
Customer success helps customers get the outcome they came for, often using product usage data. Post-sale account management also covers the relationship and the commercial plan: owner, stakeholders, renewal, growth and pricing. In a small firm, one person may do both.
Do I need software for it?
Not at first. A shared document and a calendar work for a handful of accounts. Add a CRM with extra fields, or a tool built for the routine, when several people share accounts and context starts to get lost.
Try the routine before you buy anything
Armiqo helps agencies and consultancies keep, grow and renew long-term clients with a named owner, a date and a next conversation for every key account, and it works in Slack. It is not a sales CRM. The free tools let you try the routine first, with no signup.
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