Training relationship managers

I have recently been exposed to a couple of situations where the manager of a salesperson has been playing an unnecessarily high proportion of the role that could and should have been carried out by the salesperson. In each case, the salesperson was an “account manager”, or “relationship manager”, two terms which I like and to which I relate closely, as when I started my career in IT vendoring in the late 1960s this was my position, one from which I learned so much.

In these recent situations, I was acting as a coach to both the managers and the salespersons, helping them migrate to a situation where the managers could leave much more of the customer engagement to their subordinates, allowing them to deal with more strategic issues.

I suggested launching the process by preparing for meetings with customers where this would happen, and agreeing on how each would contribute to the flow.

It helps to rehearse, to role-play, with the two acting as themselves and someone else playing the part of the customer who’s been used to dealing with “the big man”. So we did.

Needless to say, this assumes the account manager is actually fit for purpose, particularly in dealing with people at a higher level than theirs, for if not their skills must be developed through training, coaching and other exposures.

In my recent examples, the relationship managers were indeed capable of engaging effectively with more senior people in customer environments, possessing the necessary combination of competence and confidence to fulfil both the technical and non-technical aspects of their work.

Too often, however, the more junior person lacks the confidence to deal with more senior customer representatives.

In my first ever sales training course I was introduced to the notion of “the nodding manager”, who as much as possible merely listens to their subordinates interacting with customers, with a supportive body language that shows their endorsement of what they are hearing.

So, as the meeting progresses, the manager says less and less and their junior ups their contributions and hence their credibility and acceptance. One must surely study the behaviour of the customer, to assess their readiness to be “degraded” in this way.

For in one of my recent situations, the senior customer person who’d been used to dealing with a manager had to be nudged to have their counterpart in the vendor organisation now be at a lower level.

Where their ego had assumed they’d be dealt with by their counterpart, they were now being asked to be humble enough to agree to the downward switch.

For me as a customer that wouldn’t be a problem, as it seems obvious that everything should happen at the lowest possible level. If the more junior person in the hierarchy is fit for the job, that’s all that matters.

Provided that between them and me as their customer we know where an issue is beyond their pay scale and we need to escalate higher office.

That’s an important point for relationship managers. As I wrote in an earlier article, where a matter needs escalation, whether within their own organisation or in the customer’s, they must develop the skill to know when and how to do so.

It should neither be too soon nor too late, and it should be pursued with emotional intelligence so that no one is offended. Escalation management is as important a skill as delegation management.

When all those years ago I was an account manager, I was allocated a small number of large customers where I was the one coordinating the software and hardware technical people supporting them, as well as the finance folk.

What a learning-by-doing experience this was, where I had to motivate and coordinate those involved on my side and help them not only to perform the technical aspects of their work effectively but also to communicate well with the customer staff.

And despite having these responsibilities I was not their line manager, having no direct authority over them – just influence.

My sense is that most account/relationship managers receive inadequate preparation for dealing at multiple levels with their customers.

They are insufficiently equipped for either handling problems that arise or proactively initiating new sales.

Kenyan firms live up to ESG ideals

Last Friday, immediately before this week’s Africa Climate Summit, KENCTAD (the Kenyan Entrepreneurs’ Conference on Trade & Development) organised a conference on sustainability.

It was all to do with how being serious about ESG (Environment, Social and Governance) issues benefits businesses, and I was invited by Ngida Sebastian, KENCTAD’s ESG Lead, to be the keynote speaker.

For a whole day, we heard about the seriousness with which so many organisations in Kenya take ESG, and it was fascinating for me to listen to this collection of good people talking about how they took these subjects seriously and expected to do well as a result.

For my talk, from observing other ESG stalwarts with whom I have been interacting, I had already thought about what such organisations have in common, and this was further reinforced as I listened to the day’s other speakers.

The most fundamental characteristic is that the leaders of these entities live all the uplifting values that most others at best just talk about.

To sum it up, they are responsible members of society, whether relating to the environment, to social issues or to how they govern themselves. They are fair to all key stakeholders and treat others as they wish to be treated.

A direct consequence of living such values is that they say “No” when they should, and hold back from sub-optimising to the short-term.

A good example of this in the area of CSR(Corporate Social Responsibility). In my talk, I referred to Prof Michael Hopkins, from whom I learned that CSR should be so much more than a project, or even a programme, but a whole mindset of being responsible – and in support of sustainability.

Its ultimate impact should be that the beneficiaries of your CSR reach places of dignity and self-reliance – ideally to the extent that they in turn are able to offer CSR to others.

One of the questions posed to me during my session was about the difference between CSR and CSI (Corporate Social Investment).

I like that CSI term as it implies the existence of a return on the investment, one that is measurable and impactful.

And it speaks to a longer-term consequence of being responsible, beyond immediate short-term benefits.

As I wrote in my recent article on trust if we are to develop a more trustworthy – a more responsible – society, we must gather a critical mass of trustworthy people and institutions.

This I reiterated at the conference, and it was beautifully spelt out by two other speakers.

Peter Wairegi, the Chair and CEO of KPRA, (Kenya Professional Realtors Association), told us how they drew together the good guys in his sector, introducing standards, offering training and generally raising the performance bar.

And Akshay Shah, the Chair of KEPRO, (Kenya Extended Producer Responsibility Organisation), spoke equally inspiringly about how this Business Member Organisation works on accelerating the growth of Kenya’s recycling ecosystem, leading to a Circular Economy that will protect our natural environment and creating jobs for future generations.

As with KPRA, they collaborate with the relevant government bodies to bring in regulations and build the capacity to behave responsibly: “sticks and carrots” as he put it.

There were so many other uplifting stories, including from Maryann Nderu, EABL’s Sustainability Manager, about their promotion of “positive drinking” and of women in leadership; Edna Kimenju, Deloitte’s ESG Manager, about how they advise on bringing about sustainability; Rufus Mwenda, a member of the ABSA sustainability team; and Noreen Nthiga, an organisation development and policy specialist in the Office of the President, on supporting SMEs in these areas.

If I had more space I would add several others. But let me conclude by noting that in Kenya today we have an amazing number of responsible people who are running responsible organisations.

They are both visionary and practical in how they approach ESG; they keep things simple and transparent and expect to make a positive difference to the society in which they operate.

They also prove that it is not only a nice thing to do but that it works commercially, not least for their long-term sustainability.

Increasingly these days, if we are to attract good people to work for us, good customers and good suppliers, good financiers and insurers, we’d better get as serious about ESG as those who spoke at and attended the KENCTAD conference on sustainability. I’m so glad I was there to absorb their positivity.