Managing to Account for Everything
It is said that what separates those who are good from those who are great is that great talents make their jobs look easy. Most of us remember how effortless Michael Jordan made the game of basketball look- tongue wagging and a smile on his face, he would sink fade away jump shots, or leap over the likes of Patrick Ewing or Charles Barkley in the final moments of regulation. For a moment we all felt like it was something we could do - just another day at the office for him, after all.
The “best of the best” of nearly every field can be attributed this trait. The best doctor makes a medical procedure simple and clear to a layperson; the best mechanic will explain why your car makes that noise, and leaves you at ease with his resolution; the best administrative assistant will keep the entire universe organized and make it seem like that’s how things were before their diligence took root. Yet all of these professionals take immense care and effort in their craft. It ISN’T easy, but they make it appear so.
With trade shows, I think the account manager shoulders a burden that is most relevant to this “rule” of greatness. A great account manager will guide an exhibitor from the execution of the contract through to the completion of the show, and they’ll do it with the grace that gives exhibitors confidence, comfort, and most importantly: Success. Behind the scenes, however, the account manager wears many hats. They are oft perceived as the thorn in a contractor’s side, and they keep hawkish attention on the real-time execution of even the most minute tasks. They represent both the interests of their exhibit company and the exhibitor client, and are highly responsible for the nurturing of long-lasting relationships with third party vendors (those very same aforementioned contractors). These relationships alone are key to a consistently positive experience for exhibiting companies.
Account managers are essentially the glue that holds together a project that is often 6-9 months in the making - and the best make that glue smell good, hold fast, and remain strong. Mmmmmm. Glue.