Branding and Marketing Your Internal Audit Activity Presented by Raven Catlin Raven Global Training …perceptions of auditors …building trust and rapport …marketing & selling internal audit
Raven Catlin, CPA, CIA, CFSA Call me: 571-283-1878 Email me: firstname.lastname@example.org Check out www.ravenglobaltraining.com Twitter: @raventraining
Sales and Customer Service Sales and marketing Marketing and branding Brand and bond Bond and loyal customers Customer service and satisfaction Satisfaction and partnerships Partners and improvements Improvements and value-added Value-added and branding
This course is designed to help you… Build an effective Internal Audit machine Become a welcomed addition to the management team Add value to your organization Help management “see the light” Identify your customers Create your brand Market your Internal Audit Activity
Agenda Everybody needs a Brand! Identifying how you want to live in the hearts and minds of your customers How the perceptions of auditors get in the way of creating your brand Barriers and opportunities to creating and maintaining your brand 6 steps to building trust and rapport 11 strategies for creating and maintaining your brand Using advertising, marketing and public relations to create a strong brand with staying power
Why Market & Sell IA? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements... Chartered Institute of Marketing
Everybody needs a brand Identifying how you want to live in the hearts and minds of your customers How the perceptions of auditors get in the way of creating your brand Barriers and opportunities to creating and maintaining your brand
Your Brand You are the ‘Brand Identity’ You leave a personal signature Know your department’s SWOT What do others receive?
What is Your Brand? Identity Beliefs Values Behavior Skills Environment
Identity Who is the Internal Audit Activity? What are we here to be, do and have? Cohesive Consistent Unique
Beliefs What do we believe about the world and do our beliefs support or hinder our ID?
Values Are our values reflected in our Beliefs and behaviors?
Behaviors What are our core behaviors that support our ID and beliefs?
Skills What skills will support to become who and what we want to be?
Environment How can we manage things in our environment to support our identity, beliefs, values, behaviors, and skills?
What do others receive? Words and attitude Tonality Physiology and posture Conscious Take a look in the mirror
Your Brand Strategy • Conduct a Brand Audit: Answer the questions on the following slides • Create your strategy, related marketing plan and brand communications plan • Address the 4 M’s of Marketing • Market • Message • Media • Measurement
The Brand Audit • Research your audit customers • Qualitative • Quantitative • Know who and what influences your Brand
What products and services do you provide? What are you selling? Audits, Investigations, Consulting? Value of internal controls? Tools for risk management? Improved risk response?
Why will it be hard to sell IA? We are the enemy! We are going to tell them everything we THINK they did wrong. We are know-it-alls We are nothing more than the Po-Po We are the enforcers We are management’s watchdog We are only bean counters
Who are your customers? Process owners Middle management Upper management Executives Audit committee Board of governors Stakeholders
What are your customer’s expectations? • Knowledgeable auditors • Thorough review • Minimal disruption • Timely status updates • Fair presentation of the facts • Objective • Identify fraud • Minimize losses • Professional • Relevant • Team focus • Realistic • Collaborative
What motivates your customers? Making money Staying out of jail Others?
What’s happens to your customer after you leave? • First, you should never really leave • When you deliver the report, you should know the implications on the: • decision team • stakeholder’s agenda • client culture • client politics • processes
If you closed up shop tomorrow what impact would it have on your customers? Delight? Devastation? Nothing? Would the house crumble? Would the dust settle? Would they notice you’re gone?
Where are you now? • Current position (activities, strengths, weaknesses) • Certified staff • Industry and corporate knowledge • Mix of services offered • Customers and stakeholders • Threats and opportunities • Purpose, objective and strategy
Where do you want to go? Value-added partner Create a plan to close the gaps between where you are and where you want to go Be SMART
How will you get there? • Ask what I can GIVE YOU! • Research their needs • Promote product and service • Be creative and innovative • Communicate change • Create performance measurements • Review your quality (QAR anyone?)
How will you know when you’re there? • Ask have I met YOUR expectations! • Inspect what you expect • Metrics • Surveys • Evaluations
6 steps to building trust and rapport with your customers Trust and rapport Emotional intelligence Influence
Walk Your Talk: Your reputation • Six steps to building trust & rapport • Practice candor • Be credible • Have empathy • Maintain integrity • Be fair and even handed • Practice small talk
Is it all in the ‘name’? Internal Audit Activity Internal Audit Department Audit Services Advisory Services Risk and Advisory Services
What about your audit… Points Issues Findings Observations Opportunities for improvement Reservations
Choose the right message • Mottos • In god we trust. Everyone else, we audit! • Identify the key controls and test the heck out of them. • Unique Selling Proposition (USP) • Identify what sets you apart from your competition • Match customer needs and expectations to products and services offered
Offering the right services Risk Assessment Assurance in key risk areas Operational, Financial, Information Technology, and Compliance audits Management requests Assist the external auditor Consulting engagements Fraud investigations SOX engagements Continuous auditing
Emotional Intelligence • Interpersonal skills • Rapport • Likeability • Interviewing skills • Questioning skills • Negotiation skills • Influencing skills
Influence skills can be learned This is a necessity Consultative selling approach We can all benefit from learning to influence, persuade, negotiate, train and sell to others Influence helps in direct selling to clients to coaching, team building, appraising, motivating and leading.
Influence can help you: Make your job easier Convert more “hard sells” to partners Focus on results Handle objections
11 strategies Be relevant Be different Deliver value Remain assessable Establish an emotional connection Get organizational support Develop a brand strategy Launch your marketing plan Sell your brand Monitor your brand Respond and adjust
Sell your Brand Do your prework Identify objections and benefits Focus on others (WIIFM) Build commitment Live it Breath it Talk it Walk it
WIIFM Be of service to others (not yourself) What can I offer this person? How can I be of help? The more you help them, the more they’ll help you
Using advertising, marketing and public relations to create a strong brand with staying power Networking Brand loyalty Staying power
The Power of Networking Network like it’s your job Treat every meeting as an opportunity to network Look for opportunities to network Meet and greet Get involved! Stay on their mind Obtain working space in their department
Spread the word…media Ongoing training Brown bag and training sessions Brochures Audit charter Company newsletters “My Audit Space” Company intranet Testimonials
Choosing the right tools Audit Reports Presentations Rotation programs Guest auditors
Questions ? Raven Catlin email@example.com DC Metro 571-283-1878 www.ravenglobaltraining.com
Tips for staying power Always say thank you Come well prepared to every meeting Don’t come on too strong It’s called relationship building