Are you a small firm with no sales team, considering hiring
someone to acquire new business?
Don’t. Until you consider this: You might be surrounded by
business developers, disguised as employees.
Your instinct says, “Employees weren’t hired to sell,” or
“Employees don’t have the expertise to sell.”
Sure, you can spend time and money hiring a go-getter who is
smooth on the phone and keeps a positive attitude despite hearing “no” 20 times
a day. But when she finds someone interested in your services, can she
represent your culture—your brand—or is it apparent to prospects that she’s
merely shepherding them through your sales process?
Clients today don’t need Roger Sterling from Mad Men. They need
people who understand their needs and can make things happen. They need to see
value, right out of the gate.
You’ve invested a lot to recruit, hire and cultivate strong
people. Before throwing one dollar toward hiring additional personnel for the
sole purpose of acquisition, consider leveraging the marketing power lying
dormant amongst your ranks.
Employees have countless “Moments of Impression” with
clients and prospects. What are they? How do you maximize each and every one,
to drive leads, referrals and growth within existing clients?
Employees are the only ones who can truly represent your
culture—your brand—by developing the relationships that become the strongest link
from your brand to potential new clients.
If you didn’t hire employees to help you build the brand,
what did you hire them for?
