How do I introduce a buyer to the account managers at my swag company?

Account managers hold the client relationships in a swag company, so how they hear the news matters as much as when. Talk to each one before the buyer does. Explain that a sale is being explored, what you can promise about their roles, and what you cannot yet promise. Surprises tend to start rumours, and rumours reach clients.

Choose the order carefully. Begin with the manager whose accounts are steadiest and who is most likely to be calm in front of a stranger. Keep early meetings short and about process: how orders come in, how proofs are approved, how repeat clients are handled. Avoid letting the buyer ask about pay or contracts in the room. Afterwards, ask each manager what questions the buyer raised and how the conversation felt. Their reactions tell you whether the plan is working, and they give you a chance to correct any worries before they spread through the office.

Prepare a one-page summary of each manager’s accounts so the conversation stays on facts. Agree beforehand what you will not discuss, such as margins or the asking price. Ask your lawyer whether any staff agreements affect what you can share. Then follow up with each manager afterwards, because they will want to tell you how it felt.

Key takeaways

• Speak to each account manager privately before the buyer meets them.
• Keep first meetings short and focused on how accounts are run.
• Agree in advance what stays off the table, such as margins and price.