Selling The Internal Audit Function

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Selling The Internal Audit Function

• Presented by
• Edward E. Robinson Jr.
• CPA,CSP

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Using Influencing Selling Skills as a Tool to
Improve the Way you Communicate
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Objectives

• Learn the value of influencing skills as a useful
  tool to achieve desired results
• Select the best currency to influence others
• Develop Sales and Marketing strategies for
  influencing others according to their needs and
  personal styles
• Develop an action plan for influencing and
  selling targeted clients or team members to
  achieve your desired results

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Influence

• The ability to achieve your desired results
  without coercion or manipulation.

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Influencing Skills ... Why are they important?
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Paradigm Shifts

• Focus Additional Focus
• Hard Controls Soft Controls
• Control Evaluation Self-Assessment
• Control Risk
• Risk - Threats Risk - Opportunities
• Past Future
• Review Preview
• Detective Preventive
• Operational Audits Strategy Audits
• Auditor Consultant
• Imposition Invitation
• Persuasion Negotiation
• Independence Value
• Audit Knowledge Business Knowledge
• Catalyst Change Facilitator
• Transactions Processes
• Control Activities Management Controls
• Control Consciousness Risk Consciousness

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Future Focused

• Value-adding culture
• Partnership more than (as Much as ) independence
• Internal control trainer, coach, consultant
  (instill risk-conscious behavior)
• Everyone always looks for opportunities to
  improve the business

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Action Planning

• Know what you want
• Identify a real situation in your workplace
  requiring you to influence a client or team
  member to achieve your goals.
• What do you want to achieve?
• Who do you need to influence to achieve your
  goals?

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Audience AnalysisKnowing Their Needs
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Audience Analysis

• Our basic needs
• To be understood
• To feel welcome
• To feel important
• To be comfortable

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Audience Analysis

• Marketing
• Who
• What
• When
• How

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WHO?
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Who do we Market to?






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Be a Consultant (ThinkWin-Win-Win)
Think first of helping Mrs. X. And to do that
you must first get to know her and her family
study her needs. Do not think so much about
putting her money in your pocket as putting your
chair, which she needs, into her home. Do this
with all of your customers . Think of them as
people needing your goods instead of yourself
needing their money. Find ways of helping them
overcome their difficulties, and you will
overcome your own in so doing.
Dr. Norman Vincent Peale Stay Alive All Your
Life
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What?
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The Marketing Cycle
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When?
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Magic Marketing Matrix

• (80/20)16(MMM)
• 25
• 25
• 25
• 1

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The Marketing Cycle
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How?
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SUCCESS
Understand

• Study
• Understand
• Customerize
• Couple
• Evidence
• Satisfy
• Start

Study
Customerize
SUCCESS
Couple
Start
Evidence
Satisfy
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SUCCESS

• Study- Why should you build Relationships
• Understand-Building rapport / listening skills
• Customerize - Tailoring and discovering
  customers needs

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SUCCESS

• Couple - Marriage of needs and service
• Evidence - Validating abilities
• Satisfy - Presenting Win - Win solutions
• Start - The initialization of a long -term
  partnerships

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What Do We Want?
What do They Want?
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The Consultant
In a world increasingly becoming the same and in
a world where there are few, if any, meaningful
product, service or price differences, YOU are
the difference.
Charles D. Brennan, JR. Sales Questions that
Close the Sale
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Model ofInfluence Through Exchange

• Getting what you want and giving others what they
  need.
• Step 1 View the person you are trying to
  influence as a potential ally.

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Model ofInfluence Through Exchange

• Step 2 Clarify your goals and priorities.
• Think about your core objectives - How much are
  you willing to trade off to get the minimum you
  need? Is a short-term victory worth creating
  hard feelings?

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Model ofInfluence Through Exchange

• Step 3 Diagnose your allys world.
• Whats important to your ally?
• What are his/her goals, concerns, and needs?
• What is your allys preferred style of
  interaction?

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Model ofInfluence Through Exchange
The Cohen

• Step 4 Assess your resources relative to your
  allys wants.
• What currencies do you command or have access to
  that may be valuable to your ally?

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Model ofInfluence Through Exchange

• Step 5 Diagnose your relationship with your
  ally.
• Build trust and credibility with the ally prior
  to trying to influence through exchange.

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Model ofInfluence Through Exchange

• Step 6 Determine exchange approach/Make
  exchanges.
• A penny for your thoughts!

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Valued Currencies in Business
Your Audit Network
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Inspiration-Related Currencies

• Vision
• Excellence
• Moral/Ethical Correctness

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Task-Related Currencies

• New Resources
• Challenge/Learning
• Assistance
• Task Support
• Rapid Response
• Information

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Position-Related Currencies

• Recognition
• Visibility
• Reputation
• Insiderness/Importance
• Contacts

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Relationship-Related Currencies

• Understanding
• Acceptance/Inclusion
• Personal Support

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Personal-Related Currencies

• Gratitude
• Ownership/Involvement
• Self-Concept
• Comfort

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Valued Currencies in Business

• What resources from these categories of
  currencies can you give to your allies?
• Inspiration
• Tasks
• Position improvement
• Relationship development
• Personal recognition

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The Law of Reciprocity

• Ill scratch your back if youll scratch mine.

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Action Planning

• Get what you want
• What currencies does your ally value?
• What resources can you give your ally to match
  what he/she values?
• How would you make the exchange happen - taking
  into consideration your allys interaction style?

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What Are YOU Going To Do About It?

• What will you start doing based on what you
  learned today?
• What will you stop doing based on what you
  learned today?
• What will you continue doing based on what you
  learned today?
• What we think, or what we know, or what we
  believe is, in the end, of little consequence.
  The only consequence is what we do.
• -- John Ruskin