Are your team members “intrepreneurs?” If not, says Sara Gilbert, founder of Strategist in Montreal, they should be.
Gilbert uses that term to describe a team member who tries to expand a business from within, through interactions with current clients and other visitors to the office. This role is unlike that of an entrepreneur (for example, a financial advisor), who grows the practice externally — out in the community.
An associate or administrative assistant, for example, is often a client’s first point of contact. Those interactions can reveal valuable information that can sometimes be used to encourage referrals or increase your business with a current client.
Gilbert shares her four steps to turning your staff into business builders:
1. Communicate a business-building culture
The first step is sharing your goals for the practice and the business-building culture you are trying to create.
“People need to understand why you’re doing something,” Gilbert says. “That’s how you start building a culture.”
Once they know where you want to take your practice, team members can begin to understand how they can contribute to the practice’s success.
2. Empower team members to explore business-building opportunities
Coach your team to recognize opportunities to attract more business from current clients or centres of influence (COI). This involves giving your staff the flexibility to contact these individuals and offer your services.
For example, your administrative assistant is calling to check in with a client. One client complains about the cold weather and says she’s determined to spend next winter in Florida. Your team member can inform the client that her goal involves numerous financial issues and invite her in for a meeting with you to discuss that goal.
Your staff should also have the confidence to seek referrals if the situation warrants it. Maybe a COI is in the office and has complimented a team member on responding quickly to his requests for information. An appropriate response is: “Thank you for the compliment. I’m glad we can help. If there is anyone you know who could use our proactive approach to client service, we would be happy to provide assistance.”
Provide these types of examples and possible solutions, Gilbert says, so your team members will know what to listen for and the services they can offer during these interactions.
3. Review opportunities
The topic of business-building should be discussed in every meeting as a way to encourage your team to develop a habit of watching for and recognizing opportunities.
“If it’s just one thing you say at your yearly retreat and you never talk about it again,” Gilbert says, “you’re never going to see any results.”
Ask team members if they encountered any business-building possibilities. If nobody has anything to share, communicate any situations you recently encountered, or brainstorm more situations in which staff can be proactive.
4. Show your gratitude
Thank any team member who has reported how he or she responded to a business-building opportunity, regardless of whether those efforts resulted in a new client. Express your thanks in front of the rest of the team to reinforce the business-building culture.