Don’t Miss the Growth Curve
Nearly one-half of the companies listed in the Fortune 100 in the 1970s
are no longer in business. While there may be many contributing reasons, the
bottom line is that each failed to maintain a growth curve necessary for
long-term success. With ever increasing competition, marketers are learning
that success, in the long run, requires both offensive marketing (attracting
new customers) and defensive marketing (retaining existing customers).
A culture that supports both offensive and defensive marketing has been
called a sales culture
Many community-minded financial institutions miss out on the key to growth and expansion simply because they lack a sales
culture within their institution. The fact is, financial institutions are
growing and expanding, or they are shrinking and dying—there is no in-between.
Their survival is based on the ability to effectively and efficiently manage
opportunities, keep and expand services to their existing customers/members,
and continually add value to the overall franchise.
Why Do We Struggle So With Selling?
For the most part, banking
professionals don’t like to sell! Most
bankers are clear they were not hired to sell they were hired to fulfill a
position, a responsibility that meant managing the business of banking from
their desk.
After all,
selling has not enjoyed the greatest reputation in the marketplace. Nonetheless, it doesn’t matter what you call
it—business development, relationship management, client service, or customer
relations—it all adds up to the same thing: Selling. But, sell…
that’s a four-letter word!
A Change in Our Thinking!
It’s true,
the word sell is a four-letter word, but so is the word help.
With that in mind, ask yourself, “How do I recommend the right product, at the
right time, to existing and potential clients?” Well, if you want to help more, and, to help more effectively, here's the deal: You need to accept and adapt the mindset that selling
is helping. In the end, you will not only gain more business, but
you will also open more long-term relationships with all of your customers.
It’s been said over and over that we are all selling something whether that is
ourselves, our ideas, our products, and/or our services.
Stay tuned this week...more is coming on building a high performing branch., till then...
Still learning,
Honey
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