Making internal marketing work.

• Author: Guillemette, Melinda

Some techniques for encouraging your colleagues to sell your services

Of all the things CPAs can do to develop new clients and deepen existing client relationships, internal marketing is among the most fruitful. A solid internal marketing system takes you far in your effort to get more and better business. Fortunately, it's one of the simplest and least uncomfortable business development activities.

Practical internal marketing is a process that educates all employees about the firm's services and who in the firm provides them. Just let everyone in the firm know what services the firm offers and who provides them. Although the process seems simple, at least four obstacles can impede effective internal marketing:

1. Often, the internal marketing process is informal at best. Employees simply talk to each other and develop relationships on their own. When a firm reaches a certain size (probably more than 25 or so) or opens multiple offices, that informal system tends to disintegrate unless you foster a culture that values interdepartmental or interoffice communication and cooperation.

2. Adding to the complexity, the possibility of a breakdown in communication and trust increases when a firm hires specialists in a given area. We don't trust what--or who--we don't know or understand.

3. 3. CPAs focus most of their efforts on billable work. They usually aren't interested in yet another meeting that cuts into billable time. Educational sessions on the firm's services certainly fall into that category.

4. 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.

Jumping the Hurdles

None of these problems is insurmountable. Here are a few techniques you can use to increase the effectiveness of your internal marketing efforts:

* Begin with new employee orientation. Instead of burdening new employees with a recitation 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 (no more, because the new folks are already on information overload) to present an overview of what each department does and who does it. Have your most energetic speakers represent each group. Encourage new employees to visit individuals...