2025 is upon us, and all those “let’s circle back” emails have come home to roost. Fresh off the holiday break, it can feel overwhelming to dive back into the swing of things—opening your inbox, trying to remember what your job actually is. Especially if that job is client services. January really can feel like herding cats — except the cats are your projects, client goals, briefs, Teams invites, and, at times, your sanity.
As someone who’s worn a few hats over the years — journalist, copywriter, social media manager, digital strategist — I can confidently say account management is both the most challenging and the most rewarding. And sure, it’s not rocket science, but it does require finesse. You’re constantly juggling priorities, switching between critical and strategic thinking, and mastering the art of persuasion.
I’ve learned plenty of lessons in my time (sometimes the hard way) and discovered that success in client services boils down to five key principles. They’ve become my guiding light — the secret to consistently delivering exceptional client experiences.
1. Get All Up in Their Business
To be a great account manager/handler/wrangler, you need to know your client’s business almost as well as they do. It’s not just about memorising brand guidelines or skimming their latest quarterly report — it’s about living and breathing your clients’ challenges, opportunities, and goals.
Think of yourself as their strategic partner, not just their go-between. What’s keeping their CMO awake at night? What’s making your clients’ customers tick? Where are they winning, and where are they vulnerable? If their brand strategy is your Bible, then you’re its prophet — spreading the gospel of customer needs and long-term ROI.
When you can show up with ideas that anticipate their needs (more on that later), you’re not just valuable — you’re indispensable.
You won’t love all your clients. It’s a statistical improbability that you’ll connect with every single one of them. But that’s okay. While you may not always be similar sorts of people, you can always find common ground.
The key is to remember that clients are human, just like you. They have bad days, tight deadlines, and inboxes full of “urgent” requests. Acknowledging this is the foundation of empathy — the first step toward a strong relationship.
Take the time to understand what matters to them: their priorities, communication style, hopes and dreams. And don’t underestimate the power of small, thoughtful gestures. Notice when they’ve had a haircut, ask about their weekend, or compliment their brilliant briefing. Even if you’re not braiding each other’s hair, these little moments of connection go a long way. Empathy isn’t just about understanding; it’s about showing up with care and a willingness to connect.
3. Use Your Powers for Good
Your job is to make your clients’ lives easier. That starts with taking things off their plate. Streamline time-consuming processes like feedback loops and approvals, anticipate roadblocks, and always come prepared. The goal? To ensure the last thing they need to worry about is you.
That means inspiring confidence — being clear, decisive, and dependable. If you were a client, who would you trust? The account manager who radiates competence and control, or the one who looks like they’re barely holding it together? Be the calm in their storm.
When you stay level-headed under pressure, clients won’t just trust you — they’ll follow your lead. Confidence isn’t about knowing all the answers; it’s about showing you’re capable of finding solutions.
4. Know When to Compromise (and When to Hold Your Ground)
Not every client request requires a battle. If it’s a small ask that won’t derail the project, let it slide. Save your energy for the moments that really matter.
When you’re truly concerned about the integrity of the project or believe a particular course of action is critical, that’s when you need to push back. And when that happens, it’s all about influence — not brute force. Be persuasive, not confrontational. Use data, logic, and emotional intelligence to make your case. Highlight how your recommendation aligns with their goals and benefits their business.
Influencing minds is an art (see the Cohen-Bradford model). By positioning your perspective as a win for them, you’ll build consensus without burning bridges.
5. Anticipate Needs, Not Just Requests
Barack Obama once said, “Learn to get stuff done.” It’s advice every account manager should take to heart. Spotting problems is important, but solving them — and better yet, preventing them — is where true value lies.
The best account managers don’t just handle the day-to-day. You think ahead. You identify hidden opportunities and anticipate future challenges. This proactive approach is how you graduate from being a taskmaster to becoming a trusted advisor.
When your client knows they can rely on you for solutions, not just questions, you’ve hit the sweet spot.
Go Forth and Be a Client Success Powerhouse
Remember: you’re not just working for clients — you’re working with them. Success comes from building a partnership rooted in trust, understanding, and shared goals. Done right, you’re more than a service provider — you’re a trusted partner and a key player in their success story.
So, whether you’re tackling the challenges of 2025 or just trying to make it through January, know this: your work matters. It’s more than just another “9-to-5 what-a-way-to-make-a-living” situation — it’s a chance to bring real value to the table and be truly appreciated for it. That’s a feeling worth striving for.
