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
1
Raven Catlin, CPA, CIA, CFSA
Call me: 571-283-1878
Email me: raven@ravenglobaltraining.com
Check out www.ravenglobaltraining.com
Twitter: @raventraining
2
What Business Are You In?
3
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
4
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
5
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
6
Why Market & Sell IA?
Marketing is the management process responsible
for identifying, anticipating and satisfying customer
requirements...
Chartered Institute of Marketing
7
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
8
Your Brand
You are the ‘Brand Identity’
You leave a personal signature
Know your department’s SWOT
What do others receive?
9
What is Your Brand?
Identity
Beliefs
Values
Behavior
Skills
Environment
10
Identity
Who is the Internal Audit Activity? What are we
here to be, do and have?
Cohesive
Consistent
Unique
11
Beliefs
What do we believe about the world and do our
beliefs support or hinder our ID?
12
Values
Are our values reflected in our Beliefs and
behaviors?
13
Behaviors
What are our core behaviors that support our ID
and beliefs?
14
Skills
What skills will support to become who and
what we want to be?
15
Environment
How can we manage things in our environment
to support our identity, beliefs, values,
behaviors, and skills?
16
SWOT Analysis
SWOT
Matrix
Opportunities
Threats
(External Analysis)
(External Analysis)
Strengths
SO Strategies
ST Strategies
(Internal
Analysis)
Capitalize on internal strengths
to maximize opportunities.
Draw on internal strengths to
reduce external threats.
Weaknesses
WO Strategies
WT Strategies
Overcome internal weaknesses
to maximize opportunities.
Reduce internal weaknesses to
guard against external threats.
(Internal
Analysis)
17
What do others receive?
Words and attitude
Tonality
Physiology and posture
Conscious
Take a look in the mirror
18
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
19
The Brand Audit
Research your audit customers
Qualitative
Quantitative
Know who and what influences your Brand
20
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?
21
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
22
Who are your customers?
Process owners
Middle management
Upper management
Executives
Audit committee
Board of governors
Stakeholders
23
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
24
What motivates your customers?
Making money
Staying out of jail
Others?
25
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
26
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?
27
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
28
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
29
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?)
30
How will you know when you’re there?
Ask have I met YOUR expectations!
Inspect what you expect
Metrics
Surveys
Evaluations
31
6 steps to building trust and rapport
with your customers
• Trust and rapport
• Emotional intelligence
• Influence
32
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
33
Is it all in the ‘name’?
Internal Audit Activity
Internal Audit Department
Audit Services
Advisory Services
Risk and Advisory Services
34
What about your audit…
Points
Issues
Findings
Observations
Opportunities for improvement
Reservations
35
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
36
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
37
Emotional Intelligence
Interpersonal skills
Rapport
Likeability
Interviewing skills
Questioning skills
Negotiation skills
Influencing skills
38
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.
39
Influence can help you:
Make your job easier
Convert more “hard sells” to partners
Focus on results
Handle objections
40
11 effective strategies for creating
and maintaining your brand
41
11 strategies
1. Be relevant
2. Be different
3. Deliver value
4. Remain assessable
5. Establish an emotional connection
6. Get organizational support
7. Develop a brand strategy
8. Launch your marketing plan
9. Sell your brand
10. Monitor your brand
11. Respond and adjust
42
Sell your Brand
Do your prework
Identify objections and benefits
Focus on others (WIIFM)
Build commitment
Live it
Breath it
Talk it
Walk it
43
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
44
Using advertising, marketing and public
relations to create a strong brand with
staying power
• Networking
• Brand loyalty
• Staying power
45
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
46
Spread the word…media
Ongoing training
Brown bag and training sessions
Brochures
Audit charter
Company newsletters
“My Audit Space”
Company intranet
Testimonials
47
Choosing the right tools
Audit Reports
Presentations
Rotation programs
Guest auditors
48
Questions ?
Raven Catlin
raven@ravenglobaltraining.com
DC Metro 571-283-1878 www.ravenglobaltraining.com
49
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
50