How should account executives target prospects in this new economy?
It is imperative for account executives to be in-tune with what is trending and those industries that are tracking growth. For example, are there any industries that are growing due to new and changing technologies or are there any natural events causing new industries to emerge? Think “global warming.” Industries that are going through change, like healthcare, also can offer good prospects.
What do you believe is the number one trait necessary to succeed as an account executive?
Never forget this is a people business. While there are significant advances in technology making our lives easier, the value of human contact and thoughtfulness never should be replaced by a smartphone. Without question, delivering an outstanding customer experience is also a key trait. From the first contact with a client through project completion, a successful account executive will build and maintain trust and ensure deliverables are on target and on time.
What are the biggest challenges facing sales professionals today?
Getting the knowledge of end-to-end service. It is no longer about rentals and setting up shows. It is about what you can do in total for clients to help them drive their businesses. If you do that, then you know what true end-to-end service means. Our portfolios have expanded greatly beyond rentals and setting up shows. We must now partner with our clients to help them drive their businesses.
What advice can you offer to an individual that wants to pursue a career as an account executive?
New account executives need to spend time developing their network and nurture it. Use the tools available to you, such as Facebook and Twitter, to develop your brand and your company’s brand. Track important dates and activities in the markets. Keep a history of what works and what doesn’t work. Talk to people.
It cannot be said enough: Develop your network and nurture it. Social media platforms are excellent tools, and the best part is, the biggest investment to you is time. Spend time building your brand and your company’s brand. Get involved in as many activities as you can in your markets, and get out and make connections.
What is your greatest accomplishment?
I asked my friends to comment. They said it is how I prioritize people in my life and how I enjoy all that I can from those relationships. It gets blurry when you are having a great time. But, seriously, I have two. Winning the Hospitality Sales and Marketing Association International “Life Time Achievement Award” at age 48, and my passion for dog rescue. I have raised more than $1 million by myself and rescued hundreds of dogs. Just last week, I literally shut down a freeway by throwing my car in park and running down the street against traffic chasing a disoriented dog.
What personal attributes, outside of pure sales ability, are important to building a book of business for the long term?
Style – certain clients like things a certain way. While I would like to be the solution for all clients, I have to know what they like, not just what I like. Also, understanding what a customer wants and needs. What works for one client won’t necessarily work for another, so tailoring to each customer is necessary.
Feedback and honesty – I want my clients to feel a certain connection with me beyond that of a vendor. I want them to know I have their best interests at heart. Integrity – enough said. Timeliness – if I commit to someone, I am there. Commitment – when I work with a client, I am there 100 percent. Quality – it is in the details. Never lose focus on the priorities, but the quality of little things matter, too.
What should veteran account executives be aware of in order to survive and thrive in the industry?
Keep knocking on doors. It is not about what you have done, but what you have done for your clients, lately. The harder we work, the luckier we get.
What keeps you motivated and focused?
I sincerely like people and enjoy helping them bring their vision to life. There is nothing better than seeing an event go off fabulously. We work in an industry that makes amazing things happen – who wouldn’t want to chase that dream every day?
Did you have a mentor? If so, what was the one piece of advice he/she shared that you cherish?
I can’t say it was one person – all of the memories and things I learned along the way helped me. I think the theme of all my mentors is to enjoy what you are doing and do it well and with a smile. I have been very fortunate to have had many mentors along the way.
Over the last 25 years, Karen May has excelled in meetings and event-planning, tradeshow management, incentive travel and destination management. She has operated numerous local and international programs, ranging from ten to 100,000 attendees, and worked for such clients as GE Finance, IBM, the NFL and the NBA. CSI etc. is an Arizona-based national tradeshow and exposition contractor that works in partnership with resorts, conference centers, meeting planners and associations. CSI has the capacity to provide full-service show contracting or can provide products and services a-la-carte on an as-needed basis.
