This series of articles looks at the world of the account manager.
This time we talk to Stoja Trkulja, Half Dome, Client Solutions Director.
How did you end up account management? Was it by design or a cosmic accident?
It feels more like a twist of fate than a carefully laid out plan. Kicking off in digital activation I soon realised I needed to be at the forefront of client relationships, so I moved across the bullpen into account management and haven’t left since!
But here's the surprising thing, my unrelated cybersecurity and public policy studies actually proved to be quite valuable. It equipped me with the art of navigating complex situations with charisma. Public policy is a world of negotiation and persuasion, where every conversation holds value. This has seamlessly translated into my client relationships.
Balancing clients’ objectives and creative vision can be challenging. How do you deal with that?
Before trying to deliver the world, the key for me is to really unpack. Drilling down on each element, I can uncover the "why" but more importantly, dissect the links (if any) between the objective and vision, ultimately providing clients with a direction. I believe this is crucial in any client relationship, because even if they don't say it outright, most clients want more than just a ‘yes’ answer – they want you to question and most times, challenge them.
What strategies do you employ to clearly convey creative ideas to clients and address client feedback?
Strong proposals are built on a foundation of data and insights, not ‘finger in the air’ thinking. This helps me deliver with confidence and conviction, but most importantly, build trust and authority with our clients as it is evident you have studied, gathered, and arranged data to guide you.
Interesting, time after time I have seen client feedback not addressed; and let’s just say, things do not end well!Simply acknowledge it – its critical! Frame your response, set yourself up with an introduction of “We heard what you said, here’s how we have addressed it.” It may not always be aligned, however even a challenge to the feedback is a form of validity.
How to build strong relationships with clients?
I don’t lose sight of the small things, such as delivering on what I say and committing to (in a timely manner!). It’s a great way to build a foundation of trust, but also demonstrates respect and consideration of client expectations – everyone has a deadline.
I’m a people person, and a chatty one of that. I’m fuelled by the relationships I have built with my clients on a personal level too. In amongst the fast-paced days, it’s integral to remember we are humans and need to make our interactions as enjoyable as possible.
I’m also fortunate enough to work on some exciting and ever-changing businesses. Over time I have employed myself to dig deeper, ask more questions that are outside of the remit I work on, and show my passion for business challenges and growth.
Do you have any go-to tips for navigating challenging conversations with clients? And effectively selling an idea.
- Transparency and honesty will get you far in challenging conversations, there’s no value for anyone to sugar coat an issue - it’s time wasting.
- Come with a solution, or an intent to work towards an outcome as a collective.
Are there any emerging trends or challenges in the industry that account management teams should be prepared for?
We need to be nimble and lean into the market shifts, whether it be digital transformation with AI or cookie depreciation. These movements are happening, and you need to be prepared to have a point of view in front of clients, do your research and immerse yourself in and out of the workplace.However, in amongst the glitz and glamour of these trends we can’t lose sight of the effectiveness and impact on the growth of clients’ businesses.
What advice would you give your younger self when you first started out in account service?
This world is not about sinking or swimming, allow yourself to float sometimes. In practice this means taking a step back at times, reflecting and learning from your experience. I have been guilty of doing too much and not allowing myself a journey of learning on how I can improve or more importantly celebrate the wins. You will come out a much better swimmer if you build this habit.
And be your authentic self, don’t be afraid to ask all the questions, to have a point of view and to showcase your excellence. You’re in this position for a reason - make it known!
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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