High Performing Branches Embrace Selling - Part 2

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

More Cross-Selling Tips for Bankers

Prepare for Objections

When timing is good always find out what the customers objections, concerns or reservations are when you suggest a product or service.  Gentle probing will help you and your company in several ways:

When you know why the customer won’t buy you can share more information or clarify facts.

When customer’s resist or don’t perceive a product is valuable the company needs to be aware of how frequently that is happening.  It could be pricing or product features need to be adjusted.

Remember these tips when preparing for anticipated objections.

·         Don’t take "no" as an answer every time.  When it seems right, find out why a customer objects to a product or service.

Mrs. Lewis, tell me about your reservations.

·         Restate what they said and encourage more conversation

You just don’t feel comfortable paying bills online, tell me more about that.

·         Encourage the customer to share about their opinion, concerns or experience.

Tell me more about that.

·         Use the feel, felt, found formula:

I understand how you feel. Other customers have told me they felt that way. Let me share with you what they found out.

Put these tips to work for you as you develop the skills of effective cross-selling.  For more information on this topic, click here for free tools and articles in our web store.

Still learning,

Honey