Every professional in your firm has an overlooked yet vital role: salesperson. Whether they realize it or not, each team member—regardless of their department—builds relationships that can lead to revenue.
This was a topic at our recent Boomer Consulting, Inc. strategic planning retreat. Client-facing staff represent the firm’s brand and services, and even non-client-facing staff contribute to the firm’s collective message. To leverage these informal sales roles, firms must create an internal culture that empowers everyone to understand, talk about and connect potential clients to the firm’s services.
How to create a culture where everyone sells
Here are a few tips for developing a sales-minded culture that creates positive outcomes for your firm.
Build relationships and trust
Every client interaction is a potential gateway to a new service line or referral. Clients feel comfortable working with people who are approachable, dependable and knowledgeable. When we establish trust, clients are more open to hearing about new services—even if those services are outside the staff member’s direct expertise.
For example, an auditor might not deliver advisory services, but they can identify opportunities for these services based on client needs and then pass along the information to the client accounting services (CAS) department.
Know what the firm offers—and how to talk about it
Understanding the firm’s service offerings is crucial for creating a sales-minded culture. Often, firms miss cross-selling opportunities because team members are unfamiliar with all the firm’s offerings or don’t know how to communicate their value.
Our recent Boomer Circle Summit is a perfect example. All team members needed to be on the same page about the Summit’s purpose and value, especially as it differed from past events like the Boomer Technology Summit. Cohesive messaging builds trust among clients because they hear consistent information, regardless of who they talk to at the company.
Investing in basic sales training across the firm can help your team members get comfortable discussing services with clients. This training doesn’t need to turn everyone into a salesperson in the traditional sense. Instead, it helps people recognize when client service conversations naturally evolve into opportunities for cross-selling or referrals.
Set referral goals for non-sales staff
Setting individual referral goals empowers team members to actively contribute to the firm’s growth.
For example, if someone doing audit fieldwork hears that a client is interested in strategic planning, they should pass that “warm lead” on to your business development team.
The number of leads you expect from each person will depend on their role and experience, but assign a goal and make it part of your performance reviews and regular check-ins. This approach creates a collaborative, sales-minded atmosphere where everyone is motivated to share opportunities with the right teams.
Follow through and respond promptly
Following through on commitments builds client trust. Your team members don’t have to have an immediate answer to every client question, but they should still respond promptly, acknowledge the request and follow up once they have the answer.
Consistent communication and prompt responses reinforce a client’s confidence in the firm’s dependability, increasing the likelihood they’ll reach out for additional services.
The role continues after the sale
The sales journey doesn’t end once a client engages the firm for a service; in many ways, it’s just beginning. Building strong post-sale relationships ensures clients feel supported and valued and lays the groundwork for future opportunities. Make sure you have a process for checking in with clients after the sale. This shows ongoing commitment and may lead to additional services or referrals.
By empowering team members with basic sales knowledge, setting referral goals and ensuring everyone understands the firm’s offerings, you can maximize your team’s sales potential and turn everyday interactions into opportunities for growth.
Creating a culture where everyone sees themselves as part of the firm’s sales journey doesn’t just drive revenue; it strengthens relationships, builds trust and positions the firm as a valued partner to its clients.
Do you want to fast-track your firm’s success in the areas of marketing and business development?
The Boomer Marketing & Business Development Circle is a peer group of top marketing and business development leaders in the accounting profession who are committed to aligning marketing and business development initiatives with firm strategy. Apply now to get plugged into the Circle and start growing your firm.
As a Client Service Coordinator for Boomer Consulting, Inc., Hailey Hilbert is excited to meet members from different Circles and hear about firm challenges and opportunities from various perspectives. Her primary focus is planning Circle meetings and handling events at the Accounting Innovation Center.
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