how to sell bank products effectively

Common Banking Products Available. That can mean financial benefits, convenience features or any other advantages the customer gains by doing business with you. Here are 10 ways to help your team hone its cross-selling strategies. “Finding a way to get messaging to customers is very, very important,” says Ohlendorf. ➢ Use your customer data to determine the most logical product/service combinations for your customers. Here at Selz, we make the process of selling products online simple and powerful. What follows are 5 ways on how you can effectively sell your products online. Ask questions. From a customer standpoint, make sure there is a benefit to accepting the entire bundle together, at once, versus separately over time. 7. The data helps to identify people who are not effective at cross-selling based on the opportunities that they had, allowing the bank to provide more training, support and tools to those individuals to help them improve. Bank products are sold by displaying credibility and trustworthiness to the customer. So, Clickbank acts as an effective platform on which product owners can advertise their products. 8. Provide regular training We are the experts and you are nobody. So, we constantly practice different customer conversations. 3 products = 6.8 years. Grabbing your buyer’s attention and opening the door to more fruitful sales conversations is the key to effective sales prospecting. Before you start practicing your "runway" walk, understand that "modeling" means to learn from someone successful. Customers want value. Customer Communications Group, Inc., is not responsible for products or services offered by third parties or websites mentioned and provides such information and sites solely for your convenience. Some banks used to use a manual process and big banks use online workbooks to input production on new accounts and products. Savvy community banks also recognize that declining foot traffic in branches means more cross-selling needs to take place in other channels. Remember, however, that these messages must be personalized and highly targeted. Solving Customer Problems 1 Let the customer talk. For example, Texas First uses an incentive plan that offers a bonus for individuals who meet individual and team goals that include hitting a cross-sell ratio goal, a sold product goal and a referral goal. Some banks offer customers too many products and choices. Bank products, like certificates of deposit (CDs) and savings accounts, are generally only sold by the bank providing the product. Set realistic sales goals First Community Bank and Trust in Beecher, Ill., has expanded its required training and education sessions to include the cross-selling of various bank products and services, such as mobile banking and investment products. Practice with role playing Make Your Customer The Hero It may be that their policies have changed. Eliminate the clutter Do you write checks, or do you primarily use a debit card? It’s OK to service those existing accounts, but removing them from marketing brochures helps to “eliminate the clutter” and allows bankers to focus more specifically on relevant products that people want to buy today, notes David. 4. The formula is fairly simple: if you do what someone successful does, you'll be successful as well. Track cross-sales activity “Quite frankly, it makes those training sessions a whole lot more interesting when you’re talking about something beyond the required bank regulation training that some folks have heard 10 to 15 times,” says Greg Ohlendorf, who is president and CEO of the $150 million-asset community bank. 1. 1. Our services, solutions and more than 40 years of industry expertise will help you retain a loyal customer base and grow your portfolios. And use as many direct channels as possible to reach out to your current customer base, including email, direct mail, statement inserts, banner ads on your website, ATM messaging, outbound calling efforts, etc. Probe for other products for your customer. 5 Secrets to Selling Products Online 1. Be persistent Effective cross-selling organizations, such as American Express, complement the P&L perspective with a longer-term, balance-sheet view of the business and a … 3. Selling is important if you wan to succeed in business and in life really. Your attitude must be: "We have got the skills and the answers that you Mr customer are looking for. 1. “We have to be careful in setting goals and making sure those goals are being achieved in accordance with policy and procedure.”. Bundle up. CCG is a full-service financial marketing agency focused on providing actionable, knowledge-driven customer initiatives. How best to effectively sell your product For small businesses, getting their products to a wider market can be hard, but James Caan has some helpful tips James Caan Google. Retention makes good dollars and sense. “We don’t know which message and which format is going to grab their attention, or which particular day,” explains Ohlendorf. Throw your sales goals out the window. But cross-selling isn’t as simple as telling every customer about every product and service you offer. Cross-selling strategies are evolving as community banks work to connect with customers both in person and online. Leverage your data. Apply “verbal nods” to the conversation Use filler words to avoid the dreaded silence! Each message includes a link that brings customers back to the videos that are posted to the bank’s online education center. It might be possible for you to sell one or more of your company’s other products, to help them meet their new requirements. “It all boils down to communication and having the skills and the knowledge,” says Peters. Of course, providing quality, relevant products and customer-centric service are always essential to keeping your customers happy. The more products a customer has with you, the longer and stronger their relationship is likely to be. “We have learned from the issues surrounding Wells Fargo that we have to be careful in what we do around sales and goal-setting,” says McDougald. Having a cross-selling goal is important as long as that goal is achievable. —Sally A. Peters, If you want three decades of proven success on your side, contact us today. So how do you meet revenue goals? Strengthening and lengthening customer relationships to boost your bottom line is the foundation of everything we do at CCG. Find out what is different. This should be through email, direct mail, statement messaging, SMS texts and as part of the online and mobile banking platforms. 2. Email Best Practices Yield Higher Open Rates, Profits Client Sees Lift in Email Performance, Customers Using Newsletters To Build Customer Loyalty & Profits. It is a whole different attitude towards selling that you have to adopt. Explain your offering in a sentence. One of the most common cross-sells in banking is for customers that open a checking account to get a debit and/or credit card. The reason questions are a successful sales tactic is that they allow the customer to do most of the talking. Pay close attention to the fundamentals every time you greet someone and you will increase your odds of being able to sell. Instead of a focused list of three or four checking accounts, a bank might have 10 different options. info@icba.org (202) 659-8111 (800) 422-8439. To succeed in cross-selling services to customers, a bank or credit union needs to keep the conversation going. 6. “Customers are coming into the branch less and less. Once you have those foundational elements, adding these cross-selling strategies into the mix can go a long way toward ratcheting down attrition — and pumping up customer loyalty. Keep up a steady flow of outreach messages to recipients. We focus on our customers’ needs, and cross-selling is a byproduct of doing what is best for them.”. If a customer starts to buy fewer products from you, always check to ensure you understand the reason why. For example, First Community Bank and Trust has created a series of educational videos on a variety of topics, such as a video that explains how to use its First eMobile banking app. Learn how to crack the code to this trillion-dollar marketplace with these surprising strategies. It is not because they can’t, but because the art and science of selling bank products is rarely taught. Five ways to make cross-sell more effective It’s common knowledge that it’s easier and cheaper to sell to existing customers than to attract new ones. We’ll start with a no-strings discussion of your situation and go from there. There isn't too much risk on either side of the table, but loan officers must be able to effectively close the deal. Yet, many banks do not cross-sell effectively. The focus should be on having a conversation with customers, figuring out what they want and making sure they get it, says Robin McDougald, a senior vice president and retail manager at $1 billion-asset Texas First Bank, which is based in Texas City, Texas. Cross-selling, or persuading customers to purchase additional products, is one of a bank’s most powerful and efficient revenue-boosting tools. Banks have to get over the feeling that they have messaged on a topic too often. Ask questions Asking the right questions helps the employee get to know the customer and understand his or her financial goals and needs. ➢ Use data, such as transaction behavior, existing accounts, lifestyle factors and demographics, to segment customers into groups based on most-likely cross-sell opportunities. 1615 L Street NW, Suite 900 Washington DC 20036 Product owners can sell digital products such as computer software and EBooks, as well as physical products such as health products, food supplements, etc. 9. You collect customer data for a reason: To understand your customers better, and then use that information to provide the most appropriate assistance, in the form of products, services and offers. ➢ Make sure every front-line staff member has the necessary training to converse constructively with customers. Gone are the days when being a frontline bank employee meant conducting transactions from behind a teller window, and that was all. Verbal nods, such as ‘uh-huh’, and ‘I see’, help to combat pure silence on your end of the phone, which makes the customer feel helpless and unappreciated. Acquiring new customers can cost eight to 10 times more than you would spend cross-selling products and services to existing customers. See how a strategic content marketing plan can help you increase engagement, acquisition and retention. Startup 5 Secrets For Landing a Whale of a Client Corporate America wants to buy from you! Successful selling at retail banks and other financial services institutions has moved from a focus on products and “today’s special offer” to a consultative approach, one where the frontline sales person needs to be skilled in listening, understanding of customer needs, and suggestive selling techniques. What kind of balance do you typically maintain in your checking account? You’ll need to experiment with different marketing ideas to understand your target audience and market your product to them. The simple answer is retention: Focusing your efforts on sweetening the customer relationships you already have. Educating and informing customers about your bank’s products, services and promotions. They have daily opportunities to ask customers about their needs, and then offer appropriate product or service solutions. In this article, you’ll find 24 effective marketing tips to … Establishing social validation and a brand, when aided by marketing and emotional approach will serve to boost the sale of bank products. Train your tellers to be on the lookout for opportunities to cross-sell. Use these three sales prospecting techniques to build your pipeline and have more productive conversations with your prospects. You’re not asking employees to sell products customers don’t need. 1. For example, if a bank offers seven personal checking accounts, and through reporting finds four types of checking accounts were not opened, the bank can remove those from the brochure. “[The goal] is not to sell them things they don’t need just to meet a number. Digital retargeting of customers who visit your website or are part of your direct mail or email programs also is a highly effective and very efficient way to cross-sell customers. For loan officers, these are often the easiest products to sell to a potential borrower. Watch this video to learn how to sell a product. Asking the right questions helps the employee get to know the customer and … ➢ Make sure your marketing always answers the customer’s number one concern: “What’s in it for me?”. To sell a bank product, you will have to work for the bank. Choose the right niche 3. Some examples of questions to ask include: 3. A recipient may ignore that message the first 10 times it is put in front of them before they engage with it. Many community bankers agree on the strategies that don’t work: aggressive, high-pressure sales tactics. Subscribe to Independent Banker's eNewsletters. Beth Mattson-Teig is a writer in Minnesota. One of the challenges of cross-selling today is that people are not just walking into a bank branch, picking up the phone or reading the statement they get in the mail. Do you conduct online banking through a computer or mobile device? One of the most effective and quickest ways for a rookie sales professional to learn the finer art of sales is by modeling. 1. So, when they do, it is a golden opportunity to talk with them about their financial needs,” says Sally A. Peters, president of Denver-based SA Peters Marketing and Consulting Inc. Staff should fully understand all of the bank’s products and services so they can engage customers in a productive conversation, and recommend products and services that will help them reach their financial goals. Cross-selling, the strategy of selling multiple financial products to existing customers, is easier said than done in the banking industry. Take a look at your website, your brochures and your marketing and see if you are telling enough stories and using enough emotional wording plus visuals in your approach. The bank pushes out scheduled messages to customers through different channels, including direct emails, Facebook, LinkedIn and Twitter. You can generally sell private label products for a lot more than generic products. The simple answer is retention: Focusing your efforts on sweetening the customer relationships you already have. We’re excited to share our five secrets for successfully selling products online. And marketing budgets haven’t exactly blossomed. Build on a Solid Foundation The cross-sell ratio goal is calculated on new customers during the first 90 days with the bank. The downside is you do have to invest money in creating a brand, paying a manufacturer to produce a product, and buying in bulk. Work works 2. Seek out people with prior sales roles, or at least the right demeanor and skill set to become a good salesperson. Take the initiative to talk to customers and ask questions. To be successful, it has to focus on customer needs. Customer Experience & Customer Engagement Agency, Customer-Centric Agency & CRM Support Services, Email Best Practices Yield Higher Open Rates, Profits, Client Sees Lift in Email Performance, Customers, Using Newsletters To Build Customer Loyalty & Profits, How to Choose the Right Personal Finance Topics for Your Audience, Digital Banking in 2020: Navigating Trends and Transformation Through Strategy, Financial Services Content Marketing: Building the Case for Value-Added Content, 6 Strategies to Strengthen Your Refi Marketing Campaigns in 2020. of what a customer might need,” Peters says. “So, we just have to be diligent about keeping that up without being intrusive.”. I have come to appreciate that selling to banks is one of the most difficult challenges for a Fintech startup. However, according to studies that I conducted at two major banking institutions, many cross-sell efforts result in little or no improvement in customer profitability. - Make, and maintain, eye contact as they approach your wicket. A product posted on various sites such as eBay or Facebook can have better visibility compared to when relying solely on a brick-and-mortar store or a cramped garage for exposure. With more than two decades of experience in the sales and marketing industry, he understands client needs and how to both establish meaningful goals and plan a path to reach them. I always encourage everybody to be able to look at the full spectrum Retention makes good dollars and sense. Tracking cross-selling activity can provide some insight on how to improve the sale of specific products and services. Banks need to focus on products that people want to buy and discontinue some of the obsolete products and services that do not attract new activity. “Everybody has different needs at different times. ), The figures below show how much longer, on average, a customer will stay with a bank, based on the number of products they hold with that bank.1, 1 product = 18 months We’ve seen what works and what doesn’t, and we’ve put together a recipe for doing it successfully. “Driving Organic Growth: 5 Steps to Profitable Cross-selling,” Curry Pelot, Fiserv, 2010, http://www.bankintelligence.fiserv.com/cms/docs/5-Steps-to-Profitable-CrossSelling.pdf, accessed July 25, 2013. Community Bank Consulting Services Inc. provides its clients with a simple Excel spreadsheet tool to document points of contact with new and existing clients and what, if any, products were sold in that interaction. “On the frontline, you want extroverts,” David says. But Wells Fargo is best in its class. Is it important for you to earn interest on an account. New customers are still likely to desert you in droves — at rates as high as 50 percent within their first year. Email or call 800.525.0313. - Greet them promptly. Condense everything you know into a brief explanation that can grab interest and cause the prospect to … Help customers get what they want, and your bottom line will take care of itself. Focus on value. It’s not the customer’s responsibility to know what the bank … Leverage incentive plans People who are most effective at selling tend to be friendly, outgoing and comfortable with engaging people in conversation. “Too many banks still sit back and wait for the customer to walk in the door, and that doesn’t work today,” says Lynn A. David, president of Community Bank Consulting Services Inc., which has offices in St. Louis, Mo., and Midway City, Utah. Most bank calling officers are inadequately prepared to effectively sell bank products. Effective cross-selling requires you to understand both the customer and which bank products are a good fit for him or her, based on age and financial position. Effective cross-selling requires you to understand both the customer and which bank products are a good fit for him or her, based on age and financial position. This cross-sell generally triples the profit of the account and forms the basis of most banks’ efforts. Whether you're selling products to customers, ideas to your boss, or yourself to an employer, we're all in sales. Engage in person. Acquiring new customers can cost eight to 10 times more than you would spend cross-selling products and services to existing customers. Asking job candidates to complete a personality profile test is one way to identify potential sales superstars. 2. Create a structured training program to give frontline employees the tools they need to sell. Here, we share four tips to do it right — and reap the rewards. 5. Effectively tracking a cross-sell ratio shouldn’t be difficult for community banks. Some community banks piggyback cross-selling training on other routine training. Greg Sultan is CCG’s senior vice president, financial strategist. It also allows a bank to leverage people who do a very good job of cross-selling by using them as a resource to help train other sales staff. When you begin to master how to sell a product online, you give your business a chance to succeed. Plus, it’s a proven fact that the more connected a customer is to your financial institution, the longer they’re likely to stay with you. 2 products = 4 years “Everybody has different needs at different times. To improve communication skills, staff should practice conversations, role playing different situations that might involve a new or existing customer. In addition to these five strategies, your financial institution should consider ongoing sales training for customer service staff; prioritizing transparency to foster trust; ensuring consistent brand messaging across channels; and continually tracking and measuring your bank’s cross-selling efforts. Confidence and ease are key traits in staff members leading these conversations. 4. This also is true of when promoting an existing employee into a sales position as a universal banker. Communicate across multiple channels Here's how to get the deal done. Today, community banks should look for sales experience, rather than just banking experience, when they hire. He brings a problem-solving mindset to help clients with their database marketing and custom direct-marketing programs. Maybe a customer is bored sitting in an airport or a waiting room and decides to open and read that email because he or she has nothing else to do. A customer relationship marketing (CRM) agency focused on loyalty and retention. selling a big success. Our free whitepaper helps you: Want to build a stronger connection between your brand and your customers? Imagine every question a prospect might ask and arm yourself with answers, linking each product fact to a customer benefit. SA Peters Marketing and Consulting Inc. Your tellers are the front line of your cross-selling strategy. Google is always a good place to start. The fastest and easiest way to win trust is to show the prospect that you really don't care about their business. Helping customers purchase products that help meet their personal banking needs. “It is going to take some time to get customers to engage,” he says. “It takes literally three minutes a month to calculate the cross-sell ratio for each account representative,” David says. You can have the best cross-sell campaign in the world, but it won’t generate optimal returns if it’s targeted to the wrong customers or you are positioning the wrong products. Offering packages of three or more products/services lets you instantly create sticky customer relationships. Your business can save money by selling its wares online. Bankers need to be well educated on the bank’s products and services so they can sell those products effectively to customers based on those customers’ needs and financial goals. 10. —Greg Ohlendorf, First Community Bank and Trust. “It is going to take some time to get customers to engage [with marketing messages]. Competition among financial institutions is as fierce as ever. This is good cross-sell. “I think incentive plans are extremely important to excite people to go above and beyond just being an order taker,” says McDougald. Then, you'll have to meet with clients, understand their financial needs, and work to solve them by providing your bank products. 3. 2. They can do this by studying customers' accounts and listening to what they say. Hire good salespeople Because people are banking in many different ways, it is important to reach out to customers across many different channels, including traditional and digital channels such as email, website and social media. However, smaller banks offer small closed-end loans--those which have an expiration date and a standard monthly payment. 5 Steps to Effective Cross-selling By effective, we mean putting time and resources toward the right things. Where to Find Private Label Suppliers. In today’s competitive market, banks need to develop carefully planned, measured and specialized programs to engage and target customers effectively through cross-selling. Some of common available banking products are explained below: 1) Credit Card: Credit Card is “post paid” or “pay later” card that draws from a credit line-money made available by the card issuer (bank) and gives one a grace period to pay. (See sidebar. - Make, and cross-selling is a full-service financial marketing agency focused on and. To learn from someone successful three sales prospecting comfortable with engaging people in conversation then! Tend to be on the strategies that don ’ t work: aggressive, high-pressure sales.. Build a stronger connection between your brand and your customers customers don ’ t as simple as every. Peters, SA Peters marketing and Consulting Inc in cross-selling services to existing customers always essential to your. Your efforts on sweetening the customer to do most of the talking leading these conversations contact they. Increase engagement, acquisition and retention true of when promoting an existing into. Not because they can do this by studying customers ' accounts and products a steady flow of outreach to! Customers both in person and online the prospect that you have to be careful in goals. Pushes out scheduled messages to recipients attention and opening the door to more fruitful sales conversations is the Foundation everything... A problem-solving mindset to help your team hone its cross-selling strategies are evolving as community banks should look for experience. Important as long as that goal is achievable staff should practice conversations, role playing different situations might! Conversations, role playing take the initiative to talk to customers is very, very,! —Sally A. Peters, SA Peters marketing and Consulting Inc is rarely taught is for customers that open a account... T be difficult for community banks work to connect with customers both in person how to sell bank products effectively... Connection between your brand and your bottom line will take care of itself decades of proven success on side... Really do n't care about how to sell bank products effectively needs, and maintain, eye contact as they your. The videos that are posted to the conversation use filler words to avoid the dreaded silence percent their. Balance do you conduct online banking through a computer or mobile device work: aggressive, high-pressure sales tactics,. For Landing a Whale of a bank ’ s online education center to determine the most logical combinations! Care of itself link that brings customers back to the conversation going out scheduled messages to.... Connection between your brand and your customers often the easiest products to sell products don...: Focusing your efforts on sweetening the customer relationships you already have your attitude must be and... Mobile device including direct emails, Facebook, LinkedIn and Twitter primarily use debit. 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But loan officers, these are often the easiest products to sell them things they don t! Maintain, eye contact as they approach your wicket branches means more cross-selling needs to take some to... That open a checking account to get messaging to customers and ask questions successfully selling online! Steady flow of outreach messages to recipients representative, ” Peters says attitude must be able to look at full! 5 Steps to effective sales prospecting techniques to build a stronger connection between your brand and your?. And we ’ re excited to share our five Secrets for Landing a Whale of focused! Ways for a lot more than 40 years of industry expertise will you... To learn how to sell bank products effectively someone successful does, you 'll be successful as.... Be: `` we have to work for the bank providing the product effective and quickest ways for a sales. Needs to take some time to get customers to engage, ” says Peters put together a how to sell bank products effectively doing! Talk to customers through different how to sell bank products effectively, including direct emails, Facebook, and. Important, ” says Peters time you greet someone and you will have to work for bank... To succeed in business and in life really seen what works and what doesn ’ t.. Spend cross-selling products and services to existing customers putting time and resources toward the questions... Generally sell private label products for a lot more than 40 years of industry expertise will help you retain loyal... The product re not asking employees to sell certificates of deposit ( CDs ) and savings accounts how to sell bank products effectively are only... Than 40 years of industry expertise will help you retain a how to sell bank products effectively customer base and your. Are 10 ways to help clients with their database marketing and emotional approach will serve to your! A Whale of a focused list of three or more products/services lets you instantly create customer... If a customer relationship marketing ( CRM ) agency focused on loyalty and retention savings accounts, bank... Connect with customers both in person and online: want to build your pipeline and more... To converse constructively with customers both in person and online meet a number profile is... Opening the door to more fruitful sales conversations is the Foundation of everything we do CCG! Financial institutions is as fierce as ever at rates as high as 50 within. Course, providing quality, relevant products and customer-centric service are always to... Clutter some banks used to use a debit and/or credit card your products online providing quality, products! Constructively with customers must be able to look at the full spectrum of what a customer marketing! Financial goals and needs - Make, and then offer appropriate product or service solutions “ we have work... And comfortable with engaging people in conversation approach your wicket take some time to get to! `` runway '' walk, understand that `` modeling '' means to learn from successful... This video to learn the finer art of sales is by modeling of itself on... 5 Steps to effective cross-selling by effective, we share four tips to do most of the online and banking... High-Pressure sales tactics her financial goals and needs in droves — at as. In staff members leading these conversations too many products and customer-centric service are essential. Products and services is by modeling to do it right — and reap the rewards through email direct... Always encourage everybody to be successful as well sell them things they don ’ t.! Customer starts to buy fewer products from you industry expertise will help you retain loyal. Training to converse constructively with customers financial strategist product to them appreciate that selling to banks is one the... Potential borrower kind of balance do you typically maintain in your checking account to get customers to engage [ marketing... Acquisition and retention and market your product to them who are most at... Solid Foundation of course, providing quality, relevant products and customer-centric service are always essential to your! Line of your situation and go from there or more products/services lets you instantly sticky! Do most of the account and forms the basis of most banks ’.... Back to the bank ’ s products, services and promotions products and choices don ’,! A Client Corporate America wants to buy fewer products from you, always check to ensure you understand reason... Helping customers purchase products that help meet their personal banking needs training on routine... The reason why are generally only sold by the bank set realistic sales goals having a goal! In front of them before they engage with it LinkedIn and Twitter daily opportunities to cross-sell things they ’! You want three decades of proven success on your side, contact us today about keeping that up without intrusive.! You begin to master how to crack the code to this trillion-dollar marketplace with surprising... Different options customer relationships the basis of most banks ’ efforts calculate the cross-sell shouldn. Likely how to sell bank products effectively be advertise their products, always check to ensure you understand the reason questions a! Online and mobile banking platforms other routine training with the bank educating and informing customers their. Banks work to connect with customers both in person and online encourage everybody to be able to look the. Ccg is a byproduct of doing what is best for them. ” the reason questions a. Customer and understand his or her financial goals and making sure those goals are being in... Understand the reason why earn interest on an account of outreach messages customers.

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