You can deliver the best work in the world. But if the way you communicate leaves your clients feeling confused, overlooked, or unsure about what’s happening next, they may not stick around beyond the next project or review cycle.
I see this all the time in our account management courses. Talented professionals who’ve had to develop their account management skills through experience alone, and while those methods help them get by, they don’t always provide the confidence or structure needed to take client relationships to the next level.
So in this article, I’m breaking down the four essential account management skills that (in my opinion) can make the biggest difference in client relationships. Plus, what you can do to sharpen those skills and avoid the most common mistakes.
4 Essential Account Management Skills
Let’s start with the skill that underpins every client conversation: Active listening.
Skill #1: Active Listening
Active listening is the ability to fully absorb what a client is saying (including the tone, pace, and emotion), all while making them feel understood and respected.
When clients can sense that you’re genuinely paying attention, they’re more likely to:
- Open up and share context.
- Reveal concerns and challenges.
- Share other opportunities they’re exploring internally.
Good listening skills also lay the foundation for long-term trust, as clients prefer to work with people who take time to actually understand their world (not just try to sell to them).
| Active Listening: Common Mistakes and How to Improve | |
| Common Mistakes | How to Improve |
| Half-listening while planning your next response. | Always try to summarise what the client said before replying. This forces you to stay present and confirms you’ve understood correctly. |
| Interrupting when the client pauses. | Count to three after the client stops speaking. These quiet moments can help encourage deeper answers. |
| Jumping to solutions too early. | Spend the first two minutes of any meeting asking only open questions. This slows the conversation down and helps you explore context before proposing next steps. |
| Letting your mind wander during longer explanations. | Jot down two or three keywords as the client speaks. This helps you stay anchored and improves your ability to recall details about the client. |
| Assuming you’ve understood without confirming | End each meeting or discussion with a quick recap by saying something like, “So just to check I’m with you…” This avoids misunderstandings and helps your client feel seen and heard. |
Skill #2: Proactive Communication
Proactive communication is all about keeping clients informed before they need to ask.
This involves:
- Taking the initiative to share updates.
- Flagging risks early.
- Clarifying the next steps.
This approach positions you as a partner, rather than a responder. And when clients see that you’re anticipating needs and taking ownership of communication, the relationship becomes more collaborative and much easier to manage, especially during busy or high-pressure periods.
| Proactive Communication: Common Mistakes and How to Improve | |
| Common Mistakes | How to Improve |
| Only communicating when prompted by the client. | Create a simple, predictable update rhythm (such as weekly or at certain project milestones), making sure clients always know where things stand and what will happen next. |
| Sharing updates that are too vague or incomplete. | Use a structured update format, such as “Here’s where we are, here’s what’s next, and here’s what I need from you.” This keeps communication clear and actionable. |
| Sending long emails that overwhelm the client. | Keep updates short and structured. Aim to summarise the situation in a few clear sentences, then offer detail only if it’s genuinely needed. This makes your communication easier to digest and reduces the chance of misunderstandings. |
| Communicating through email only, even when a quick call would help. | Choose the communication channel that gives the client the clearest experience. If something may cause confusion or requires nuance; pick up the phone. It’s often faster and prevents unnecessary back-and-forth. |
| Avoiding direct conversations when news is sensitive or uncertain. | Address sensitive topics early and calmly. A straightforward conversation, delivered with clarity and empathy, helps maintain trust and prevents issues from bubbling in the background. |
Skill #3: (Genuine) Relationship-Building
This is the ability to create genuine, positive connections with clients so that communication feels open and honest.
When account managers invest time in building real relationships, clients are more likely to:
- Speak openly about what’s working and what isn’t.
- Negotiate in a more constructive and collaborative way.
- Let you know about potential risks before they become problems.
- Refer you to peers inside or outside their organisation.
Strong relationships also make difficult conversations easier. A client who trusts you is far more willing to work through problems constructively, because the foundation of goodwill is already in place.
| Relationship-Building: Common Mistakes and How to Improve | |
| Common Mistakes | How to Improve |
| Treating rapport-building as a formality rather than a key part of the relationship. | Begin calls with a moment of genuine curiosity. Ask questions that show interest in the client’s goals, priorities, or recent developments, rather than defaulting to scripted small talk. |
| Rushing straight into project details without any human connection. | Start conversations with a brief, genuine check-in rather than jumping straight into tasks. This helps the conversation feel warmer and sets the tone for a smoother, more approachable discussion. |
| Forgetting important client details that help strengthen relationships. | Keep simple notes on personal and business preferences, then bring them into conversations where relevant. Remembering what matters to a client shows care and attention. |
| Assuming the same rapport-building style works for everyone. | Adapt your tone and approach to the individual. Some clients appreciate a relaxed, conversational style; others prefer a more focused, concise interaction. Match their pace to help the conversation flow more smoothly. |
| Letting relationships go quiet once a project is stable. | Stay in touch by regularly sharing useful insights, relevant updates, or quick check-ins that show you’re still engaged, even when things are running smoothly. |
Skill #4: Managing Expectations
Last but not least, managing expectations is the ability to set clear, realistic agreements with clients about what will be delivered, when it will be delivered, and what each side is responsible for.
This is arguably one of the most important account management skills, because it:
- Prevents misunderstandings.
- Reduces stress.
- Helps projects progress smoothly.
When expectations are clear, clients feel confident about the journey ahead and know exactly what to expect at each stage.
| Managing Expectations: Common Mistakes and How to Improve | |
| Common Mistakes | How to Improve |
| Agreeing too quickly to timelines or requests without checking feasibility. | Pause before committing. Take a moment to review capacity, deadlines, and any potential risks, then come back with a realistic and confident response. |
| Giving optimistic timelines to avoid disappointing the client. | Set timeframes that reflect real effort and constraints. A steady, honest timeline builds far more trust than an ambitious one that needs to be updated later on. |
| Failing to clarify responsibilities on both sides. | Spell out who is handling what. A quick summary of responsibilities helps prevent assumptions and helps everyone stay on the same page. |
| Changing approach or scope without documenting it. | If the scope changes, make sure to follow up in writing with a short recap of deliverables, priorities, and timelines. |
| Avoiding conversations where expectations need to be adjusted. | Raise any expected changes early and calmly. A straightforward conversation about shifting timelines or requirements protects trust and keeps the project on track. |
Bringing It All Together
Strong account management isn’t necessarily defined by a single ability. Instead, it’s the combination of habits and behaviours that shape the client experience day after day.
To recap, here are the four essential account management skills we see in successful client relationships here at Powercall Global:
- Active Listening: Helps clients feel heard and understood, which sets a solid foundation for trust.
- Proactive Communication: Shows clients you’re paying attention, thinking ahead, and genuinely invested in the project’s outcome.
- (Genuine) Relationship-Building: Creates opportunities for deeper collaboration and more honest dialogue.
- Managing Expectations: Minimises the risk of misunderstandings and keeps projects on track.
While some skills may come more naturally to some, they’re not set in stone. With consistent practice, you can start building the habits that support healthier, more productive client relationships.
If you’d like structured support in developing these skills, our CPD Accredited Account Management Training Course gives you the chance to reflect on the way you work and refine your account management techniques with a skilled trainer.
To learn more about the course or make a booking for your team, please get in touch or visit the course page to see upcoming dates and options for in-person, online, or on-site delivery.
