Most account managers know how to follow up, but follow through is what separates someone who manages deals from someone who builds real partnerships.

Bill Senese, Senior Strategic Adoption Manager at Amazon Business and author of “The Book on That: B2B Account Management,” shares the skills that actually move the needle - listening that uncovers what clients aren’t saying out loud, curiosity that opens the door to better discovery, and the kind of resourcefulness that helps you handle tough questions in real time.

Bill talks about the difference between persistence and pushiness, how to turn a QBR into a true conversation, and why creativity matters when a customer’s situation doesn’t fit the standard playbook. What happens when you stop relying on polished decks and start facilitating instead? How do you shift from “getting through” a meeting to creating space for real dialogue? Bill also explains why he wrote the book he wished he had early in his career - a guide meant for anyone who wants to take account management seriously, whether you’re just starting out or years into the role.

If you’ve ever asked yourself whether you’re actually earning trust or just chasing signatures, this episode gives you a sharper lens and a set of tools to help you answer that question with confidence.

Episode Breakdown:

00:00 The Hidden Challenges of Account Management

01:50 Core Skills Every Account Manager Needs

07:18 Inspiration and Writing Process for the Book

09:41 Handling Objections with Creativity and Trust

11:05 The Power of Resourcefulness and Follow Through

13:02 Follow Up vs. Follow Through

14:25 Account Manager as Quarterback for Customer Success

16:24 Rapid Learning as a Competitive Edge

18:11 Who the Book Is For and How to Use It

Connect with Bill Senese:

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The Book on That: B2B Account Management

Connect with Alex Raymond:

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