KQ Article

Before launching into selling mode, your front-line staff must be trained to support consumers’ need to learn.

 

We all know the importance of tailoring our communication to a customer in the buying mode. It is less clear how our messaging needs to be tailored when someone simply wants to learn more. Banking customers are now spending far more time in the learning mode. They have a high appetite for discovery in their search to feel the sense of trust that used to happen naturally. While your employees are talking products, customers might still be asking themselves, "Is this the right bank for me?”

 

This new mindset creates new responsibilities for trainers. Specifically, we must help our staff recognize that the increased consumer need for discovery requires them to conduct more discovery of their own. 

 

Today, each front-line banker must learn more about every customer’s specific needs before any notion of selling can be entertained. This means that more questions must get asked, in order to get at why this person visited your branch on this particular day.

 

However, it is also essential that your staff be transparent as to why they’re being so nosy. I wholeheartedly agree with Stephan Schiffman’s argument that asking good questions is essential to successful selling today. But I’d like to build on his idea to stress that we must preface even the best questions with clear reasons why we’re asking them.

 

Here’s a good place to start.

 

Almost universally, people value two things: getting good help and making the most of their time. So why not address these values directly?

 

“I want to be as helpful as I can and respect your time, so I’ll ask three quick questions to start.”

 

Another variation might emphasize personal credibility instead:

 

“I have three questions I like to ask every small business owner for starters, which I’m told makes the discussion much more helpful.”

 

Such prefaces to questions create a win-win-win scenario for employees, customers and your institution. The staff member is more effective at his or her job. Consumers feel better about their decision to bank with you. And your bank or credit union is on its way to earning another profitable, loyal customer.

 

Let the training begin.

 

_{© 2010 Mark McCarthy}