Account manager : missions, skills, training, salary and career development

Account managers play a key role in a company's customer relationships. They are responsible for managing a portfolio of customers, maintaining a relationship of trust with them and developing commercial opportunities.

As the interface between the company and its customers, they ensure customer satisfaction while meeting sales and growth targets. This is a strategic position, particularly in the B2B, communications agency, digital and business services sectors.

What are the main tasks of an account manager?

The responsibilities of an account manager may be different depending on the sector, but their main tasks are as follows:

• Managing a portfolio of customers and building loyalty: regular follow-up, responding to needs, anticipating requests.
• Ensuring customer satisfaction: guaranteeing the quality of the service or product offered, dealing with complaints.
• Developing sales: proposing additional sales (upselling) or cross-selling.
• Drawing up strategic recommendations: understanding the customer's challenges in order to propose tailored solutions.
• Coordinating internal teams: acting as a link between the customer and the production, marketing and logistics departments, etc.
• Regular reporting: monitoring KPIs, analysing results, forecasting.

What skills do you need to be an account manager?

To succeed as an account manager, you need to combine solid technical skills with strong interpersonal skills. The role requires both a detailed understanding of commercial issues and great ease in managing customer relations.

Technical skills:

• Proficiency in CRM tools (Salesforce, HubSpot, Zoho CRM, etc.): these tools can be used to centralise customer information, track exchanges, sales, and plan sales reminders.
• A good understanding of sales and negotiation techniques : knowing how to adapt your approach, argue effectively and conclude agreements that are profitable for both the company and the customer.
• Data analysis and reporting: ability to interpret performance indicators, monitor targets and make strategic recommendations.
• Knowledge of the company's sector of activity : understanding the issues specific to the field (IT, health, industry, communication, etc.) to be credible with customers and propose appropriate solutions.

Interpersonal skills :

• Excellent oral and written communication skills: ability to present offers clearly, draft sales proposals and maintain a lasting professional relationship.
• Sense of customer service: ability to listen, be responsive and satisfaction-oriented in order to establish a long-term relationship based on trust.
• Initiative and ability to convince: proactive in seeking out opportunities, ability to defend your ideas and positively influence your contacts.
• Stress and priority management: the ability to maintain composure in the face of an unhappy customer or during periods of heavy workload, while prioritising tasks effectively.
• Teamwork: working with sales, marketing, technical and production teams to ensure smooth execution of projects and deliverables.

What training is recommended to become an account manager?

The job is generally accessible from 3 to 5 years' higher education, depending on the sector and the complexity of the client portfolio.

Recommended training:

• Bachelor's degree in business, marketing or management
• Business schools or university Masters (such as Master of Marketing, Master of Business Management, Master of Negotiation and Customer Relationship)
• Specialised training (BtoB, digital, communication, etc.)

Experience in sales, customer service or project management is often a prerequisite for the job.

EM Normandie trains future sales managers through two flagship courses, combining academic expertise and professional immersion:

Master in Management

The Master in Management is open to students who have passed the admissions test or have 2 or 3 years' higher education. It offers a solid training programme in management, with a specialisation in marketing and sales in the final year. Perfect for developing a strategic and operational profile, the Master in Management opens the doors to the highest commercial positions.

Bachelor in Management

The 3-year Bachelor in Management enables students to acquire the fundamentals of business and management, thanks to a teaching approach based on practical experience: internships, practical projects and immersion in a company. It's the ideal pathway for those wishing to enter the business world quickly.

Recognised for their excellence and close links with companies, these training programmes are a springboard to the job of account manager, combining know-how and interpersonal skills.

How much does an account manager earn?

Salary varies according to sector, experience and company size.

• Beginner: between €30,000 and €40,000 gross/year
• Confirmed: between €40,000 and €55,000 gross/year
• Senior / key accounts: up to €70,000 gross/year or more

Please note: many account managers receive a variable component linked to sales performance, which can represent a significant proportion of their remuneration.

What are the career paths for this profession?

Account managers can move up to positions of responsibility or specialise:

• Key Account Manager (management of strategic or major accounts)
• Sales manager or customer director
• Senior Business Developer
• Sales Director / Sales Manager
• Depending on your skills and aspirations, you may move into marketing, project management or general management

In a nutshell

The account manager is responsible for managing and developing a portfolio of customers to ensure their satisfaction and generate sales. They act as aninterface between customers and internal teams, proposing solutions tailored to the needs identified. This job requires communication, negotiation and analytical skills. With between 3 and 5 years' higher education, you can progress to positions with greater responsibility, such as key account manager or sales director.