1. 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

2. Raven Catlin, CPA, CIA, CFSA Call me: 571-283-1878 Email me: raven@ravenglobaltraining.com Check out www.ravenglobaltraining.comwww.ravenglobaltraining.com Twitter: @raventraining 2

3. What Business Are You In? 3

4. 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

5. 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

6. 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

7. Why Market & Sell IA? Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements... Chartered Institute of Marketing 7

8. 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

9. Your Brand You are the ‘Brand Identity’ You leave a personal signature Know your department’s SWOT What do others receive? 9

10. What is Your Brand? Identity Beliefs Values Behavior Skills Environment 10

11. Identity Who is the Internal Audit Activity? What are we here to be, do and have? Cohesive Consistent Unique 11

12. Beliefs What do we believe about the world and do our beliefs support or hinder our ID? 12

13. Values Are our values reflected in our Beliefs and behaviors? 13

14. Behaviors What are our core behaviors that support our ID and beliefs? 14

15. Skills What skills will support to become who and what we want to be? 15

16. Environment How can we manage things in our environment to support our identity, beliefs, values, behaviors, and skills? 16

17. SWOT Analysis SWOT Matrix Opportunities (External Analysis) Threats (External Analysis) Strengths (Internal Analysis) SO Strategies Capitalize on internal strengths to maximize opportunities. ST Strategies Draw on internal strengths to reduce external threats. Weaknesses (Internal Analysis) WO Strategies Overcome internal weaknesses to maximize opportunities. WT Strategies Reduce internal weaknesses to guard against external threats. 17

18. What do others receive? Words and attitude Tonality Physiology and posture Conscious Take a look in the mirror 18

19. 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

20. The Brand Audit Research your audit customers Qualitative Quantitative Know who and what influences your Brand 20

21. 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

22. 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

23. Who are your customers? Process owners Middle management Upper management Executives Audit committee Board of governors Stakeholders 23

24. 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

25. What motivates your customers? Making money Staying out of jail Others? 25

26. 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

27. 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

28. 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

29. 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

30. 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

31. How will you know when you’re there? Ask have I met YOUR expectations! Inspect what you expect Metrics Surveys Evaluations 31

32. 6 steps to building trust and rapport with your customers Trust and rapport Emotional intelligence Influence 32

33. 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

34. Is it all in the ‘name’? Internal Audit Activity Internal Audit Department Audit Services Advisory Services Risk and Advisory Services 34

35. What about your audit… Points Issues Findings Observations Opportunities for improvement Reservations 35

36. 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

37. 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

38. Emotional Intelligence Interpersonal skills Rapport Likeability Interviewing skills Questioning skills Negotiation skills Influencing skills 38

39. 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

40. Influence can help you: Make your job easier Convert more “hard sells” to partners Focus on results Handle objections 40

41. 11 effective strategies for creating and maintaining your brand 41

42. 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

43. 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

44. 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

45. Using advertising, marketing and public relations to create a strong brand with staying power Networking Brand loyalty Staying power 45

46. 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

47. Spread the word…media Ongoing training Brown bag and training sessions Brochures Audit charter Company newsletters “My Audit Space” Company intranet Testimonials 47

48. Choosing the right tools Audit Reports Presentations Rotation programs Guest auditors 48

49. Questions ? Raven Catlin raven@ravenglobaltraining.com DC Metro 571-283-1878 www.ravenglobaltraining.com 49

50. 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