Every time we conduct this exercise, I'm shocked by the stuff that comes our of banker's mouths. We spend so much time training our staff on operational issues that, when they walk onstage with a customer or prospect, that's all they know to talk about.
Here are some examples of $#*! Bankers Say that we've heard when asking for information on checking accounts:
- "We don't have that phone scanning thing for checks, but I think Chase does."
- "We'll have to run you through Chexsystems. And, if you qualify, we'll tell you what accounts you qualify for." (Not a great way to make a customer feel welcome)
- "We require two forms of ID." (So what)
- "It will cost you $50 to open an account." (They meant the minimum balance to open the account is $50)
- "We have a checking account for seniors." (To an obviously middle aged customer)
- "The brochures are over there." (They point and the conversation's over)
- "Tell me what you want."
- "We have the (XYZ) account, but the fee is..." (or any "But" statement! Nothing good ever comes out of an employee's mouth after the word, "but.")
- "Our checking account pays interest, but the rate isn't very good." (See?)
- "They have a good online banking system." or "They can open the account." (Like the person doesn't actually work at the bank)
- "Is the checking account for you?" (No, it's a gift!)
- Any personal introduction after the conversation has ended and the customer is walking away.
And my personal favorite...
- "If you'd like to open an account, you can come back and talk to me. (Why not, right NOW?!?!)
To avoid this type of experience, follow a few simple guidelines:
- Find out what the customer needs before you start spewing information. Ask: Where they bank now, what kind of account they have, how they use it, what they like and don't like about it.
- Make one or two product recommendations based on the customer's answers.
- Focus on benefits. How will this account make their life easier based on what they said they want.
- Leave fees for the account opening. Fee disclosure is a regulation, but doesn't need to be used to "sell" a product.
- Don't read the brochure to the customer ... know your products. It sounds basic, but too many bankers seem to be learning the product while they read the brochure to sell it. Better yet, every employee should have an account from your institution.
- "Conduct" operations ... don't "discuss" them. In a restaurant you never hear, "We'll be happy to bring you that steak, but first someone will have to kill a cow."
And most importantly...
- Treat every customer as if they are a guest in your home! Don't point ... walk them over, make formal introductions and for goodness sake ... SHOW SOME PERSONALITY!!!!
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