What makes a great account manager?

When people ask what makes a great account manager, it can be tempting to list the usual traits: organised, responsive, adaptable… And yes, whilst those are important and matter greatly, in my experience at TAL what sets our account managers apart from the rest are the qualities we’ve adopted that bring something extra. 

These are the qualities that go beyond process and directly impact the relationships, retention and results we drive with our clients. 

Here are four qualities I believe every account manager should focus on developing if they want to go from good to great!

1. Listen before you lead

It sounds simple, but it’s one of the hardest skills to master. Sometimes it can be easy to rush to provide answers or jump to solutions without truly hearing and understanding what your client is saying. 

Great account managers understand and take that extra time by asking thoughtful questions, observing tone and body language, and even catching what the client doesn’t say. By doing this you uncover the real challenges and motivation behind their requests. 

At TAL, listening forms the foundation of every client relationship. Before we present strategies, we make sure we understand the people behind the numbers, and by listening deeply we help to deliver what’s truly valuable.

2. Be proactive, not just reactive 

Anyone can respond quickly to an email; a great account manager is someone who brings ideas before they’re even asked.

Proactivity is about showing clients that you’re thinking about them even when they’re not in the room. It could mean flagging an upcoming seasonal opportunity, suggesting a test that wasn’t part of the original plan, or even sending over an impromptu progress update during a “quiet” week.

Clients shouldn’t have to wonder “what’s my agency doing right now”. They should already know because you’ve told them, or even surprised them with something valuable. At TAL, proactivity is baked into how we work. We challenge the brief, look ahead, and bring something new to every client call. It’s one of the ways we turn relationships into genuine partnerships.

3. Stay calm under pressure

Account management isn’t always smooth sailing. Campaigns can underperform, deadlines can shift, and budgets can change. What separates a great account manager from a good one is the ability to stay calm, collected, and constructive in those moments. 

Clients take their emotional cues from you. If you panic, they panic! If you stay level-headed and positive with a problem-solving mindset, they’ll feel reassured that things are under control, and that confidence spreads throughout the team.

At TAL, we see this as one of the most valuable skills an account manager can bring to the table. Staying calm isn’t about ignoring problems, it’s about addressing them with clarity and confidence. It means breaking complex issues into manageable steps, communicating transparently, and turning potential setbacks into opportunities to demonstrate reliability and trust. 

4. Be relentlessly curious 

Great account managers are curious by nature. They’re constantly learning about their clients’ industries, asking the “why” behind requests, and using every interaction as a chance to learn and improve outcomes. 

Curiosity fuels innovation. When you ask better questions, you find better opportunities – whether it’s a new channel to test, a tweak to improve efficiency, or a new way to position a campaign. It fuels better questions, sharper insights, and smarter strategies.

At TAL, we don’t just deliver what is asked; we explore what else could make an impact. That’s how we keep adding value, uncovering new possibilities, and helping our clients stay one step ahead. It’s the difference between simply meeting expectations and driving meaningful results. By asking, observing, and even challenging, we turn every engagement into an opportunity to innovate, optimise, and grow together.

Clients don’t stay because of pretty reports and presentation decks. They stay because they trust the people behind them. That’s why great account managers matter so much – they’re the bridge between strategy, delivery, and long-term success. Great account management isn’t about ticking tasks off a list. It’s about listening, staying calm, showing up with curiosity, and being the steady partner clients can rely on. At TAL, account management is at the foundation of every client relationship. It’s where trust begins, and it’s what keeps partnerships growing year after year. 

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