Internal Marketing
Internal marketing is among the most fruitful approaches to developing new clients and deepen existing client relationships. A solid internal marketing system takes you far in your effort to get more and better business. Practical internal marketing is a process that educates all employees about the firm’s services and who in the firm provides them.
Often, the internal marketing process is informal at best. Employees simply talk to each other and develop relationships on their own. Most professionals won’t make the effort to get to know other team members, particularly in larger firms. They’re busy; they’re often introverted; and they’re rewarded and recognized primarily for racking up billable hours. They can’t see what’s in it for them as individuals when it comes to internal marketing.
Instead of burdening new employees with a presentation of personnel policies they could easily read on their own, introduce them to your firm’s services and experts. Give each department five to ten minutes to present an overview of what each department does and who does it. Encourage new employees to visit individuals in other departments after they’re settled. Congratulate employees for getting to know their coworkers and communicate the benefits of doing so to others.
Reward and recognize the people who let clients know about new services. It doesn’t necessarily have to be a financial reward. Sometimes a simple thank-you note or e-mail does the trick. Ask each department to submit information about current activities and to provide good news about business development efforts. Remember that the goal in these venues is to inform and uplift.
Conduct your marketing meetings effectively. This is the time for discussions about which internal marketing efforts are working and which aren’t. It’s absolutely not the time for displays of hot air. Trust builds when people are honest with each other. Sharing both successes and failures (call them learning experiences if you want) enables people to understand the complexities of the firm’s different services, what makes them useful, and what services clients are and aren’t accepting. It is also a unique opportunity for problem solving. Honesty in communication is simply invaluable to your firm.
If you aren’t already doing so, work hard at changing your culture from one that recognizes and rewards only work time and technical expertise to one that honors business development, training, and mentoring. That means starting at the top and really changing the criteria for partnership to include all the skills that make a business successful-not just seniority and technical mastery.
By recognizing and rewarding a balanced set of skills, your internal marketing process will be stronger, your revenue will be higher, your clients will be better served, and your team members will be your very best sales force.
