Why Everyone in Your Firm is in Sales—Even If They Don’t Realize It

In industries such as consulting engineering, accounting, and technical services, the existing belief often holds that delivering superior technical solutions is the primary driver of client satisfaction and retention. 

While technical excellence is undeniably crucial, it is equally important to recognize that every interaction a client has with your firm contributes to their overall experience. 

This cumulative experience often determines whether a client chooses to continue their partnership with your company. Therefore, it is imperative that all employees, regardless of their role, engage in “selling” the firm by enhancing the client experience at every touchpoint.

The Importance of a Positive Client Experience

For example, research indicates that clients who have an excellent experience with a consulting engineering firm are three times more likely to engage the same firm again. 

This drives home the significance of client experience in fostering loyalty and repeat business. 

While technical expertise lays the foundation, the interactions clients have with various members of your team—from executives to interns—play a pivotal role in shaping their perception of your firm. 

Every gesture, whether large or small, reinforces the client’s confidence that they made the right decision in selecting your firm. 

Some examples:

• If an engineer takes the time to clearly explain the rationale behind design decisions rather than just presenting technical specifications, it reassures the client that they are in capable hands.
• Think of a project manager who follows up after project completion to check in on the client’s experience – this demonstrates a proactive commitment to client success, hopefully further validating their choice to work with your firm.

Proactive Across All Levels of the Company

Encouraging proactive engagement from all employees can significantly enhance the positive client experience. Selling in this context does not mean aggressively pushing services—it means continuously proving to the client that they are receiving exceptional value. 

Team members can anticipate client needs and offer innovative solutions before being prompted, reinforcing the firm’s expertise and dependability. 

Some examples:

• A junior engineer could compile additional research on a related industry trend and share it with the client as a value-added service, showing awareness of their business beyond the immediate project.
• Your receptionist who notes a client’s frequent visits and arranges a dedicated meeting space in advance subtly reinforces that the firm values their business. 

These actions do not require an outgoing personality or traditional sales tactics; they simply require attentiveness and a client-first mindset.

Don’t Forget the Admins

Administrative functions, often operating behind the scenes, can have a substantial impact on client satisfaction. Ensuring that invoicing is accurate and delivered promptly reflects the firm’s professionalism and respect for the client’s time and resources. 

Efficient administrative processes minimize friction and build trust, reinforcing the client’s decision to continue their relationship with your firm. 

Some examples:

• Beyond invoicing, administrative staff can ensure that reports are formatted professionally and delivered in a manner that makes the documents easy to navigate.
• A well-structured report with clear takeaways saves the client time, reinforcing that working with your firm is a seamless experience.
• Another example is coordinating travel arrangements for visiting clients, making their experience hassle-free and demonstrating a commitment to their comfort and convenience.

Personalized Client Interactions

Personal interactions, even in brief communications, can leave lasting positive impressions. Employees at all levels should be encouraged to engage with clients in a manner that is both professional and personable. 

Selling in this sense means reinforcing the decision to work with your firm through thoughtfulness and attention to detail. 

Some examples:

• A senior consultant who takes the time to send a handwritten thank-you note after a major project completion adds a personal touch that digital communication often lacks, leaving a lasting impression of appreciation. 
• An IT specialist who adjusts a client’s portal access based on their specific working preferences shows attentiveness beyond their immediate job function. 

These gestures demonstrate to clients that they are working with people who care about their experience, making them more likely to return.

The Scary Part – Feedback 

Establishing a culture that values and acts upon client feedback can lead to continuous improvement in service delivery. 

Consider training your employees to solicit feedback during their interactions with clients. Then, empower them to implement changes that address client concerns. This responsiveness not only resolves issues promptly but also demonstrates a commitment to excellence and client satisfaction. 

Some examples:

• A field engineer could ask clients during site visits if there are any workflow bottlenecks and document these insights for process improvements.
• An account manager could initiate quarterly reviews with clients to proactively discuss any concerns and address them before they escalate into larger issues. 

Even employees who prefer minimal direct client interaction can contribute by identifying trends in feedback and suggesting internal improvements that enhance service quality.

Leaders, Your Call

Leadership plays a crucial role in embedding a client-centric ethos within the firm. By modelling behaviours that prioritize client satisfaction and recognizing employees who contribute to an enhanced client experience, leaders can cultivate an environment where every team member understands the importance of their role in client retention. Put bluntly, if we don’t have clients, there are no jobs.

This top-down approach ensures that the commitment to client satisfaction permeates all levels of the organization. 

Some examples:

• A CEO who personally attends a client’s milestone event underscores the importance of client relationships at the highest level.
• A department head who publicly acknowledges team members who go above and beyond for clients reinforces a culture of excellence. 
• Even for employees who are not naturally outgoing, small acts of attentiveness—such as responding to client inquiries promptly or offering thoughtful insights in meetings—help reinforce the firm’s value and reliability.

Next Steps

While technical expertise remains a cornerstone of firms in scientific, engineering, and technical industries, the importance of a positive client experience cannot be overstated. 

Selling in this context is not about persuasion but about continually reinforcing to the client that they made the right choice in partnering with your firm. 

By empowering all employees to contribute to client satisfaction through proactive engagement, efficient administrative support, personalized interactions, and a culture of continuous improvement, firms can significantly enhance client retention. 

Every interaction, no matter how small, serves as an opportunity to build trust and strengthen client relationships. 

Ultimately, it is the collective effort of the entire organization that transforms satisfied clients into loyal partners. If that is selling, sign me up.

Jen Kelly leads New Initiatives Marketing, Inc., a Fractional CMO & Expert B2B Marketing Team company. Since 2009, our team of senior marketing leaders and expert marketing specialists has been helping B2B CEOs with the strategic leadership and real-world marketing execution needed for practical, long-term results.