When heading into a save call as an account manager, remember to blend empathy with clarity. Start the conversation by thanking the client for their time and expressing genuine interest in their concerns. Listen attentively without interrupting, making sure to take detailed notes. After they’ve finished, ask clarifying questions to ensure you fully understand the issues at hand. Acknowledge their feelings with empathy, especially if your team has made errors, and clearly explain what happened while highlighting the benefits of your services. Conclude by promising specific actions to address their concerns and reassuring them of your commitment to their business’s success. This personal and proactive approach not only aims to retain the client but also strengthens your relationship by showing that you value and prioritize their satisfaction.
Assuming you know you’re going into a save call, take the opportunity to set the tone of the convo at the beginning of the call.
“Thank you for taking the time to speak with me today and give me your feedback. It’s important to us to understand your concerns and address them.”
Listen to what they have to say, without interrupting. Take notes so that you can go back and address multiple points after they have finished speaking. Interpret what they are saying and what they are really telling you (you may have to listen between the lines.)
Give them the opportunity to say anything else and ensure they’re done talking.
Ask questions to get additional details or clarify or dig down to the root issue. If the client is not being specific, this is key in understanding the real problem and finding the solution. Asking questions also shows that you were listening and care about the details!
“Is it ok if I ask you a few questions?” … “Can you tell me a little more about…” or “You mentioned ..., can you expand on that a little more?”
Restate what they’ve told you and isolate their concern.
“If I’m hearing you correctly…” or “It sounds like your primary concern is...” or “If I understand the primary issues, they are…”
Swiftly acknowledge or recognize what they are saying with humility & empathy for what they have experienced. This doesn’t mean you have to agree with their complaints, only that you have heard what they said. If we dropped the ball, accept responsibility.
“I can understand that concern. Know that I will be focused on utilizing your budget to it’s fullest potential.” or
“I can understand how you feel. I’ve had other clients who felt the same way.”
Provide an explanation of what happened or what things may have factored into the situation (if needed). This might also be where you explain the value of our services and/or results (ROI). Know your facts & show them the data or explain the process.
“What I’ve found is that…” or sometimes “Great; thank you for the feedback. Do you mind if I follow up with you tomorrow after I dig into these things and collect all the details I need to provide a solution?”
Provide a commitment to improvement or a plan of action to address their concerns. Reassure them you’re invested in the success of their business. End on a positive note.
“I’m here to help you grow your business. Neither of us gains anything if our Marketing efforts are not successful. I will follow up with you in a couple days after I...”
Follow through with whatever you committed to. Send a recap e-mail after the call and make MO notes. Then take action!
At the end of the day, you want the client to feel they have been heard, and have a clear solution or path forward to success. Sell them on why they shouldn’t be concerned. This is a win/win for everyone.
The best way to save an account is to be proactive with the account. Use these tips to avoid angry accounts.
