Training

Rare Blue Moon Account Manager Standard Operating Procedure (SOP)

Introduction

This document outlines the standard operating procedures for Account Managers at Rare Blue Moon. The goal is to ensure consistent, high-quality, and proactive client management that embodies our commitment to "Ritz-Carlton Service." This SOP covers the entire client lifecycle, from onboarding to ongoing management and renewal.

I. Client Onboarding: The First Week

The first week of a new client relationship is critical for setting the tone and establishing trust. The primary objectives are speed and quality in getting all services set up and operational.

A. Initial Client Assignment

Upon being assigned a new client, your immediate responsibility is to familiarize yourself with the client's business, their purchased services (e.g., Website, SEO, PPC), and the goals of the engagement.

B. ClickUp Product Setup Verification

1. Immediate Review: As soon as you are assigned a client, conduct a thorough review of their project in ClickUp.

2. Ensure Completeness: Verify that all purchased products and services are accurately reflected and set up in the system.

3. Proactive Management: Your job is to ensure this is done right and fast. Do not wait for others to take the lead. Stay in constant communication with each deliverable manager to ensure their tasks are on track.

C. First Month Meeting Cadence

To ensure we gather all necessary information and keep momentum, a weekly meeting will be scheduled for the first month. The client can opt out of any meeting if they feel it is not necessary, but these touchpoints are designed to get all services moving quickly.

D. The First Week Goal: Speed and Quality

Timeline: With the exception of website development, all other services and deliverables should be fully set up and initiated within the first week of the client's onboarding.
Client Communication:

Phone First: If you require any information from the client, your primary method of communication should be a phone call. Do not default to email for initial requests.
Voicemail & Email Follow-up: If you reach the client's voicemail, you may then send a follow-up email stating that you called and reiterating your request.
Documentation: Every client interaction must be documented. Log all outreach times, dates, and a summary of the conversation in ClickUp.

II. Monthly Servicing: Earning and Retaining Trust

The first month of service is pivotal in solidifying the client's trust in their investment. The focus is on proactive communication, demonstrating value, and positioning yourself as an expert partner. The goal for each month is to deliver "Ritz-Carlton Service."

A. Core Account Manager Responsibilities

Communicate Effectively and Report Results: Proactively share progress, wins, and insights. Don't wait for the client to ask.
Maintain Enthusiasm and Resell the Investment: On every call, reiterate the value of the services and the positive impact on their business.
Be the Expert: Possess a deep understanding of Rare Blue Moon's products and the client's specific industry niche.
Prepare for Renewal and Upsell: Continuously identify opportunities for growth and be ready to present them at the appropriate time.

B. Re-establishing Expectations and Timelines

It is crucial to set realistic expectations with the client from the beginning and reinforce them as needed.

The First Month is for Setup: While we strive to get results as soon as possible, the first month is primarily a setup period. There are many moving parts to get our strategies implemented correctly.
Results Timeline: Let the client know that our efforts will begin to show tangible results in the following month (Month 2) and beyond.
The Importance of Client Feedback: Emphasize that their responsiveness and feedback are critical to our success. The faster they provide feedback, the faster we can adapt and learn.
Encourage Direct Feedback: Remind them that we are not in their heads. If they don't love something, they need to tell us so we can make it right. Our feelings will never be hurt by honest feedback; it's the only way we can truly deliver the results they want.

C. Client Call Cadence

Call Allocation: For every $1500 a client spends per month, they are allocated one hour of call time with their Account Manager. This should be communicated to the client so they understand the value of the time.

D. The Ritz-Carlton Service Standard: Examples for Account Managers

"Ritz-Carlton Service" means anticipating client needs, providing exceptional and personalized attention, and creating memorable interactions. Here are some examples of how to apply this philosophy:

Proactive Problem Solving: If you notice a dip in website traffic, investigate the cause and come to the client with a solution before they even notice the issue.
Personalized Communication: Remember personal details about your client (e.g., their birthday, a recent vacation) and reference them in conversation to build rapport.
Going Above and Beyond: If a client mentions a business challenge that is outside the scope of your services, offer to connect them with someone in your network who can help.
Anticipating Needs: Before a client call, review their recent performance data and prepare a list of insights and recommendations to discuss. Don't just report the numbers; interpret them.

III. Service-Specific Communication Protocols

Different services require different communication cadences and approval processes. It is your responsibility to manage these effectively.

A. Social Media Management

Approval is Key: All creative concepts, including videos, photos, and copy, must be approved by the client before being scheduled for posting.
Streamlined Communication: While this process requires significant communication, strive to make it as efficient as possible for the client. Bundle content for approval where appropriate.

B. Google Ads / PPC Campaigns

Proactive Reporting: Send bi-weekly or weekly performance reports, with the frequency determined by the client's spend.
Lead Quality Feedback: Do not just send reports. Actively ask the client for feedback on the quality of the leads they are receiving. This is a crucial step in demonstrating value and optimizing campaigns.
CRM Integration: If there is a disconnect between the results you are seeing and what the client is experiencing, advocate for getting them set up with a CRM at the beginning of the engagement. This will provide a clearer picture of the leads being generated and their journey.

IV. Monthly Performance Review and Client Feedback

At the beginning of each month, it is crucial to proactively address any potential dissatisfaction and gather feedback for continuous improvement. This is done through a structured feedback process on the first call of the month.

A. The 1-5 Rating System

On the first call of each month, ask the client to rate their experience on a scale of 1 to 5 (1 being poor, 5 being excellent) in the following areas:

Communication: "How would you rate the effectiveness and frequency of our communication?"
Strategy: "How would you rate the strategy we have implemented for your business?"
Results: "How would you rate the results we have delivered in the past month?"
Proactivity: "How would you rate our proactivity in bringing new ideas and opportunities to your attention?"
Partnership: "How would you rate the overall feeling of partnership and collaboration with our team?"

B. Handling Difficult Questions: Never Say "I Don't Know"

As an expert, it is essential to maintain the client's confidence in your abilities. If a client asks a question to which you do not know the answer, you have two options:

Think on Your Feet: Use your industry knowledge and available resources (such as a quick search) to formulate an informed answer. The goal is to be a resourceful expert.
Commit to Follow-up: If an immediate answer is not possible, use the following phrase: "That's a really good question. In order for me to give you the best possible answer, let me do some digging and I will get back to you." This positions you as thorough and committed to providing accurate information.

Under no circumstances should you ever say "I don't know." Always project confidence and a commitment to finding the solution.

C. Preparing for Client Meetings

Proactive Report Requests: If you have an upcoming client meeting and require performance reports sooner than the standard reporting schedule, it is your responsibility to proactively request these from the relevant department heads.
ClickUp Task Assignment: You must assign a task in ClickUp to each department head, clearly outlining the required report and the deadline. This ensures a documented and trackable request.

V. Mindset and Professional Conduct

Your demeanor and how you carry yourself in client interactions are just as important as the services we provide. A confident and professional Account Manager inspires trust and partnership.

A. Energy and Confidence

Your energy is contagious. If you are confident, enthusiastic, and positive about the work we are doing, that confidence will transfer to the client. It is essential to project a positive and in-control demeanor on every call and in every interaction. This reinforces the value of our services and the client's decision to invest in us.

B. Apology Protocol

Never apologize for something that is not our fault. Apologies should be reserved for situations where we have genuinely made a mistake. Unnecessary apologies can undermine your authority and create the perception of fault where none exists.

C. Handling Client Disagreements

There may be times when a client is upset or dissatisfied, but we have not made an error. In these situations, it is crucial to remain firm, professional, and respectful.

Listen Actively: First, always let the client express their concerns fully without interruption. Make sure you understand their perspective.
Validate and Empathize: Acknowledge their feelings with phrases like, "I understand your frustration," or "I hear your concerns."
Respectfully Disagree and Re-educate: If you have determined that we are not at fault, you must respectfully stand your ground. You can say, "I am going to have to respectfully disagree, and here is why..." Then, provide a clear, fact-based explanation (e.g., referencing the SOW, data, or previous communications) to re-educate the client on the situation. The goal is not to argue, but to bring clarity and reinforce the value of our process and expertise.

VI. Referral Generation: Building the Business

Referral generation is a key responsibility of every Account Manager and a direct reflection of the quality of service and the strength of the client relationship. Your performance will be evaluated on your ability to consistently generate qualified referrals.

A. How to Get Referrals

The key to getting referrals is to ask at the right time and in the right way. The best time to ask is after a significant client win, a positive report, or when the client expresses satisfaction with our services. The goal is to make it a natural part of the conversation, not an afterthought.

B. How to Ask: The Direct Approach

To avoid the generic "I'll let you know if I think of anyone" response, you need to be direct and help the client think of specific people in their network. Here is a script to guide you:

You: "[Client Name], I'm so glad to hear you're happy with the results we're seeing. Your success is our top priority. As we continue to grow your business, we're also looking to help other great businesses like yours. Who do you know that could also benefit from our services? We specialize in helping service-based businesses, so I'm hoping you can help me brainstorm for a moment."

(Pause and let them think for a moment, then continue to guide them)

You: "We work with a lot of businesses in industries like..."

(Reference the list below to jog their memory)

Home Services: Roofers, Painters, HVAC technicians, Plumbers, Electricians, Landscapers, Cleaning Services, Pest Control, Moving Companies, General Contractors, Home Inspectors, Locksmiths.
Professional Services: Attorneys, Financial Advisors, Insurance Agents, Real Estate Agents, IT Services & Tech Support.
Health & Wellness: Doctors, Dentists, Chiropractors, Gyms & Fitness Centers, Salons & Spas.
Automotive: Mechanics & Auto Repair Shops.
Events & Hospitality: Restaurants & Caterers, Event Planners, Photographers & Videographers.

You: "Does anyone come to mind in those industries, or perhaps another business owner you're friends with? I'd be happy to reach out to them and mention that you sent me."

This direct approach, combined with a specific list of industries, is much more effective at generating immediate and actionable referrals.