How can you empower team members to represent your organization to external stakeholders?

Begin by clearly defining the purpose and scope of external interactions. Communicate the organization’s goals, values, and expectations to your team members. Provide them with a comprehensive understanding of the objectives behind their representation role. This clarity not only aligns your team but also empowers them to confidently communicate the organization’s message. A practical advice would be to create a document or guide summarizing key messages, values, and objectives, making it easily accessible for team members to refer to before external engagements.

Equip your team with the resources they need to represent the organization effectively. This includes access to up-to-date information, marketing materials, and any relevant training. Ensure that they are well-versed in the latest developments within the organization, enabling them to speak with authority on behalf of the company. You can establish a central repository for resources, such as a shared drive or online platform, where team members can easily access and download relevant materials.

One of the most effective ways to ensure team members represent the company well and become familiar with what means is by having conversations BEFORE and AFTER the client meeting where you: *brainstorm key talking points and data to share *discuss potential questions that may be asked and align on an answer *discuss the style of conversation this client would expect or find appropriate *unpack any concerns or curiosities (instead of asking "Anything you're worried about?", allow them to save face by asking "so...0-10 how confident are you that the meeting will go well? What's one thing that would make your number higher?"

Foster a collaborative environment within your team by encouraging the sharing of experiences and insights. Create opportunities for team members to learn from each other’s successes and challenges. This collaborative approach not only enhances their individual skills but also builds a collective knowledge base that benefits the entire team. One of the best practices is hosting a regular team meetings or workshops focused on sharing best practices and lessons learned from external interactions. Encourage team members to mentor each other.

Recognize and appreciate the diversity of styles and personalities within your team. Each team member brings a unique perspective to external engagements. Rather than enforcing a one-size-fits-all approach, empower individuals to leverage their strengths and personal styles. This authenticity enhances their confidence and connection with external stakeholders. Conduct personality assessments or communication style workshops to help team members understand their strengths and preferences. Encourage them to adapt organizational messages in a way that aligns with their natural communication style.

We are used to traditional marketing playing a significant role in building strong brands but the often overlooked yet incredibly powerful asset is the employees. Each member of the organisation has the potential to become the best brand advocate. Why is it so? When employees genuinely believe in a company and its products or services, their passion and enthusiasm become contagious. As an employer encourage them to be the first users of the company products, if they know know how well the products work, they will speak from a point of experience. Their authentic advocacy will build trust and credibility with potential customers. I have a friend employed with Coca Cola but with every visit to her home, i am pitched a new product.