After doing these shops for clients all over the country, it never ceases to amaze me how horribly wrong things can go with customers who walk into our branches.
Folks who walk in your front door are the hottest of all possible leads. They have made the effort to leave their home and travel to your branch - at that point, they have done all that we should expect of them. Yet, banks and credit unions across the country EXPECT the customer to read brochures to determine what's best for them AND to call back when they are ready to open an account.
Here are a few tips from a guy who's shopped hundreds of banks and credit unions:
- Get 'em talking: By asking some basic questions, you can learn about what the customer wants AND begin to build a rapport. Ask about their families, where they work, where they bank now, why they want the account. With a handful of standard questions, the conversation will flow.
- Listen before you talk: When someone wants information about your checking accounts, they don't mean ALL of your checking accounts. This isn't a test of your front line's product knowledge - they simply want to know which account is best for them. Unless you've hired a group of mind readers, the only way to determine that is to listen to the prospect.
- They came there for a reason: They drove to your branch once - don't make them come back until they're a customer. Ask to open the darn account now!
- Don't give up: If it's not convenient to open the account now, it's our job to follow-up with the customer. Don't expect them to be so dazzled by your brochure that they are compelled to pursue you. Ask politely for their contact information so you can follow-up. If they refuse, provide your business card and tell them the hours your typically there.
A little extra effort can go a long way. Take it from me - most of your competition is simply handing off brochures with no effort at all to begin a relationship or make a sale.
Good luck,
Eric
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