Turnover Turnaround

Turnover Turn-around

Your clients hate your account executive changes as much or more than you do. Turnover results in clients being forced to ‘educate’ a new rep about their account.  Arbitrarily ‘assigning’ their account to a new rep also creates the feeling they are being tossed around like a hot potato without their input.

Here is what we generally recommend when you experience account executive turnover or change:   

  1. For key or active accounts, the sales manager should call the client and make an appointment to introduce the ‘proposed’ rep. Management contact makes the advertiser feel important and suggesting you are proposing a particular individual helps the client feel they have some input.
  2. During the introductory call you can outline the rep’s qualifications and discuss why you are ‘proposing’ this rep as the best choice for that account. Also explain to your key accounts that you will personally supervise the transition, and that your door/phone/email is always open to them. Give them your direct line or cell phone number to make them feel important.
  3. For prospects and non-active accounts, we recommend forwarding a letter by overnight delivery or traditional post. This process demonstrates effort and verifies the importance of your new rep proposal. Never do this by email as that appears to be too easy and unimportant.  In the letter, clearly outline why you feel the rep is uniquely qualified to handle the account, and assure them that you will personally oversee the transition to ensure the best results and service for the client.
  4. In all cases, follow up by phone after 60 or 90 days to make sure the client is happy with your choice.
  5. Never elaborate on the departure of the previous executive whether the departure was voluntary or otherwise. Simply explain they are pursuing a new career and you wish them all the best.

        In the face of cut backs and multi-tasking, we recognize it can be difficult for management to personally introduce each new rep. You will realize a return on your efforts in the relationships you will build, and the market knowledge you will gain when you meet your key accounts and prospects.