Increase in sales volume in banks. Features of organizing marketing in banks How to sell banking

It is believed that one of the largest international banks is Sberbank. In the fall of 2010, it was awarded the status of a specialized joint-stock company, combining investment and commercial activities. Subsidiaries work well in Turkey, Serbia, the Czech Republic, Belarus, as well as in Hungary, Switzerland and Germany.

Commercial joint-stock company (Sberbank) works with individuals and legal entities, large organizations and small business participants.

More than 40 percent of ordinary Russian residents have deposits with Sberbank and apply for various types of credit services.

Sberbank, which has established itself as the most reliable, employs only responsible specialists who are ready to help in obtaining a loan, deposit or issuing a card for receiving wages or a credit card. The joint-stock company employs and is ready to educate anyone in the field of banking products.

A Sberbank consultant is a specialist who answers clients’ questions. He has the right to give professional advice on purchasing banking products and assists in making the right choice.

To understand in more detail the job responsibilities of a Sberbank consultant, you must first assess the main types of departments in which consultants work. There are three characteristic groups:

Social units
This type of Sberbank is trusted mainly by people of retirement age, and they make up almost 99% of all clients. Elderly people come to the office to withdraw or deposit money, pay for utilities, receive a pension or open a deposit.
Line divisions
Such offices are located in places where there are constantly large crowds of people (hypermarkets, entertainment centers). Here, bank specialists are subject to frequent rotation and experience enormous workload due to large queues of newly arrived clients, frequent complaints and requests for help. The main activities of such departments are processing loans, performing foreign exchange transactions, and accepting applications for issuing cards.
Provincial divisions
Such offices develop their activities on the periphery (villages, regional centers). Rotations of employees do not occur often due to the rare flow of people of different social status.

Objective assessment of the “consultant” profession

The specialty “Banking Products Consultant” can be a “start” in a career for some.

Basic characteristics that a candidate for this position must have:

High intelligence. A specialist needs charisma as a tool to convince potential clients to purchase bank products.
Psychological and physical stability. The consultant spends a lot of time “on his feet” and is constantly on the move, moving around the bank branch. Stress resistance is required when the bank is visited by conflicting clients who come with complaints and statements.
Ability to use programs such as Outlook, Microsoft Word, Internet and others.
Higher/incomplete higher/secondary vocational/secondary education.
Loyalty, goodwill.
Desire to move up the career ladder.
Competent speech, logical thinking.
Presentable appearance.

A consultant on banking products at Sberbank is obliged to:

Know the operating principles of ATMs and terminals, provide timely assistance to customers in matters related to the use of self-service devices. Attract customers to use ATMs and terminals.
Negotiate with visitors, clarify their purposes for visiting the bank.
Be able to resolve conflict situations.
Study literature covering such issues as: “Sberbank products”, “How to improve customer service?”, “Aesthetics. Rules of conduct”, etc.
A consultant on banking products at Sberbank must be able to sell current bank services:

“Free Internet banking” – remote service for Sberbank Online clients. It is possible to service client accounts without leaving home, make statements, and make money transfers. The operating hours of the Internet Bank are 24 hours a day, seven days a week and seven days a week. Convenient access to your personal account from any device (computer, mobile phone, tablet) from anywhere in the country;
“Free Mobile Banking” – SMS notifications about the receipt and expenditure of funds to/from the client’s account;
“Free Autopayment” – automatic replenishment of services of any mobile operators;
“Free Thanks from Sberbank” is a bonus reward system when paying with a Sberbank card for goods and services in markets and the Internet;
“Free Bank at work” - this service involves consultations on banking products by a specialist at the client’s workplace. Individual manager consultations and presentations are carried out at any convenient time. Assistance from a specialist in preparing documents.

Consultant motivating factors

Why does a consultant on banking products at Sberbank depend? Of course, it depends on the motivation of the specialist himself.

Initially, when applying for a job in a Sberbank division, the salary level is expected to be low, approximately 18–19 thousand rubles (depending on the region). A specialist receives a monthly bonus, in addition to his salary, if he has fulfilled the “plan” for selling banking products under the “FREE” logo. To receive additional funds in the form of a 100% bonus from wages, a specialist must produce 200 percent of sales. This is possible subject to the competent work of the manager, as well as the favorable location of the Sberbank division. The most “money” point is “Flow divisions”.

There is also a bonus for each deposit made through self-service terminals. Deposits opened through a cashier-operator are considered an additional bonus to your salary.

Friends, today we will consider two amazingly simple techniques for cross-selling. First technique " Seize the moment", second technique " Create the moment". Knowing and applying these techniques will allow you to cross-sell guaranteed and regardless of the client's behavior. Let's look at them more details.

In what peculiarity each technique and in what practical situations is it better to use them?

“Seize the moment” technique.
The essence of this technique is reflected in the name. You need it quickly instantly, as they say, at the right moment, make an offer to the client about the design of a cross-product.
What moments could these be? For example, you tell the client about the deposit, interest rates, the procedure for paying interest and right moment say that at your bank you can receive interest on debit card. And then you show the client the specific benefits that he will receive.

“Ivan Ivanovich, on this deposit the interest rate is 10% per annum, interest is paid monthly, and to pay interest many clients apply our plastic card. Interest will be automatically credited to this card every month, and all you have to do is get it at the nearest ATM, or pay with this card cashless.”

As you can see, we smoothly and practically unnoticed For the client, we moved on to the presentation of a cross-product (in our case, a debit card). There are no intrusive questions like “ Ivan Ivanovich, would you like to issue a card?" It's enough simple and concise.

I'll give you a couple more practical examples.
The main product is a credit card.

“Ivan Ivanovich, on this credit card the minimum monthly payment is 10% of the debt amount, and so that you have the opportunity to regularly monitor all transactions on the card and be aware of the minimum payment, we offer to connect you to the Internet banking service at the same time as issuing the card.”

The main product is consumer credit.

Ivan Ivanovich, we will issue you a consumer loan for a period of 5 years for 300 thousand rubles. Our interest rate is set individually during the application review process, while it is possible to reduce the interest rate and at the same time protect yourself and your loved ones from unfavorable life circumstances. I mean the financial protection (insurance) program.”

As you can see, such phrases are much more harmonious than banal ones “ Will we take out insurance?”. But the most important thing is that the effectiveness of these phrases is much higher.

For which products is the Seize the Day technique particularly effective?
First of all, for products that are highly connected with the main product, which are ideal complement main product, can be customized preferential conditions simultaneously with the main one and so on.

So, the main one manager's task when using the “Seize the moment” technique, it is to instantly respond to the client’s behavior and make timely cross-selling, during the presentation of the main product, smoothly move on to the presentation of additional ones.

“Create a moment” technique.
There are situations when managers say that it was not possible make a cross-offer that the client has already purchased the main product with great difficulty, and uncomfortable was to offer additional.
« It was not possible", « It was awkward to suggest", etc. - these are excuses managers voice in their justification. A professional employee can create the moment yourself for cross-selling. To do this, you can use the technique " Create the moment".

This technique is ideal for products that not closely related to the main, but which also need to be sold and for which plans have been established. The simplest example is NPF.
NPF is not connected to a deposit, like a debit card, or like an Internet bank with a credit card. Nevertheless, no one canceled the plans, and we need to somehow sell NPFs.
To create the most favorable moment for selling NPFs - You can ask the client a leading question at the stage of completing the transaction. For example, when the client agrees with the registration of the main product he came for (for example, a loan), you proceed to registration and asking a question(so that the client does not get bored):

— Ivan Ivanovich, have you already taken care of your funded part of your pension?
— Ivan Ivanovich, have you heard about the pension reform that is currently underway?
— Ivan Ivanovich, are you already aware of the changes that await us from 2014 (I mean the reduction in the funded part of the pension)?

So you attract attention client with such a question, involve him into the conversation and then give a mini-presentation of the NPF.
You can ask questions not only at the stage of completion of the transaction and not only for non-state pension funds.

Here's an example of a question: needs identification stage upon registration contribution:

— Ivan Ivanovich, how would it be more convenient for you to receive interest on your deposit: to a current account or to a plastic card?

In this situation you are in unobtrusive form, simply asking the client how it is more convenient for him to receive interest, sell plastic cards 🙂

Which technique is better to use? Which technique is more effective?

I believe that a professional “sales person” in a bank should be able to “ seize the moment" every time. And in some cases it create. If you keep missing chances, it will be difficult for you to create them in the right quantity. You will sell less than you could.

To make the most of your potential sales to each client, I advise you to adhere to this specific formula:
main product + 2 cross-products using the “Seize the moment” technique + 1 CP using the “Create the moment” technique.

The client perceives this connection unobtrusively, he doesn't experience any pressure on your part, and you get the following result - You sell not one, but 3-4 banking products to 1 client.

For example, during stage No. 3 of the presentation, you seize the moment and make 2 cross-sells, and during the completion of the main deal, you make a cross-sell, creating a moment. We discussed examples above: Credit card (this is the main product) + insurance service + Internet banking + Non-State Pension Fund.

In this article I talked about the main points that may help you in your work.
Sell beautifully and easily!

Sincerely, Oleg Shevelev (

Intangibility. The client cannot touch these services or hold them in his hands. Sometimes this situation is called “selling air.” The only compensation in this case may be leaflets.

Competitiveness. Nowadays there is huge competition in the financial services market and it is very difficult to offer something original. And sometimes it’s simply impossible - introducing any innovation is expensive, but copying successful experience is elementary.

Complexity. As a rule, such products are complex and have a large number of implicit points. At the same time, the majority of potential clients have low financial literacy, which they understand very well.

Negative prejudices. In contrast to the positive image of banking products in commercials, the reality is not so rosy. And a large number of potential clients have a negative attitude towards financial institutions in general.

All of these features are potential questions that will be of interest to the client. Objections and doubts will be based on all these features.

Registration (sale) of a credit card

For example, let's take a financial product such as a credit card. Sales techniques for this product and handling objections in this area will be relevant not only to bank specialists. Credit cards are also issued today by third-party companies to attract clients.

I already use a card from another bank

Today many people use credit cards. And if your potential client does not aim to collect a collection of credit cards, then the objection “I use a card from another bank” will most likely arise. It makes sense to prepare for this objection in advance by choosing a script.

There are two ways to overcome this resistance. The first is to try to sketch out arguments at random. For example, “the card will be activated the moment you use it for the first time and may remain in your wallet until that moment” or “we have a large points accumulation program” and so on.

The second option is to use a simple and natural algorithm: listen - accept the objection - ask clarifying questions - find out the truth of the objection - argumentation - check the acceptance of the arguments.

1. Listen to the client

This can be challenging—having to remain silent for just a few moments can feel like a long time. And sometimes you really want to rush to “convince” the client.

2. Accept the objection

— You have touched on an important topic. Nowadays, the banking services market is saturated with a large number of offers and it is important to choose the most optimal option for yourself.

3. Ask clarifying questions

— Tell me, are you satisfied with the card you are using?

A question like that is a really powerful thing. It is difficult to find a product that will satisfy the client 100%. And often he will need something more profitable.

— Do I understand you correctly that you are interested in knowing the advantages of our card in part (we are talking about the problems voiced by the client).

— If I show you the advantages of our card, will you be ready to apply for it?

5. Argumentation

Only now are we ready to use arguments to overcome the objection. We have enough information and we can talk about the benefits much more targeted.

—

Important - we voice a proposal to proceed to registration. You shouldn’t expect the client to take the initiative in this.

I don't need a credit card / I don't need a credit card

Today people are accustomed to using bank cards instead of paper money. This is convenient, because many stores have terminals for paying with plastic cards, and if necessary, you can always find an ATM and withdraw cash. But with credit cards everything is different - fewer people use them. Many people are even afraid of credit cards.

In our situation, the client has experience using a debit card and does not want to issue a credit card. We use our algorithm.

1. Listen to the client

Everything is as in the example above.

2. We accept the objection

— Many people think the same thing and this is a really important question.

3. Ask clarifying questions

— Tell me, have you never used credit cards? And want to understand the difference between a credit card and the one you use?

The client will definitely get a credit card if there is a need for it. For example, a situation where there is not enough money before salary. Using a credit card, a client can avoid having to borrow from friends. Asking about this can create a need.

— Tell me, have you ever had a situation when you urgently needed money, but there was some time left until your salary? What did you do in such situations? Is it always convenient to borrow money? Are you interested in learning how to avoid similar situations in the future?

Questions are the most effective sales tool. The questions we gave above lead the client to think about a certain need. If we tried to do this in the form of statements, we would receive new objections. And so the client himself came to a certain idea.

4. Find out the truth of the objection

— If I tell you in detail about the features of our card and all the necessary nuances that you need to know, will you be ready to discuss the issue of its registration?

5. Argumentation

The client is ready to listen to our arguments and we know his needs. We just need to make a beautiful presentation.

6. Check acceptance of arguments

— Did I manage to dispel your doubts? Shall we formalize?

The client has a negative attitude

The client has a generally negative attitude towards the bank as a whole. He has a bad experience with your bank or any other and the client does not even want to listen to any offers about banking services.

1. Listen to the client

We allow the client to speak out and fully voice his thoughts.

2. We accept the objection

— You have touched on an important topic.

3. Ask clarifying questions

— Tell me what exactly happened?

It is not at all necessary to follow the algorithm for working with objections linearly. So, for example, after clarifying questions we received a more detailed reaction from the client, we can go back a step and accept this reaction.

2. 2. We accept the objection

— I understand you perfectly, in a similar situation I would draw exactly the same conclusions.

4. Find out the truth of the objection

— We constantly strive to improve the quality of our services. If I tell you about new features, will you be ready to check out our other offers?

5. Argumentation

We listened to the client, joined him, accepting his objections. And the client himself gave preliminary consent to an additional presentation. We can talk about important points based on the identified problems. In this case, our arguments will be well received.

6. Check acceptance of arguments

— Did I manage to change your point of view regarding our services? Are you ready to check out our other offers?

We clarify the acceptance of our arguments, move on to the presentation and sale of other products.

Lack of trust and loyalty. Motivating the client

Often, literally half a step is not enough to successfully sell financial services. And there is a need to create some kind of impulse that helps push the client to make a decision. Several motivating techniques.

For free

This is a very powerful word to add value to our offering. The word “free” is all about benefit, good benefit.

But nothing can be simply “free”. Otherwise, it may only raise unnecessary questions. There should always be a reason for free stuff, for example as part of a promotion for a limited period.

The reason for free can be the most unusual. For example, you can simply indicate something that is always free by definition. Applying for a credit card is free. But you can simply point this out to the client and this will be an additional argument.

Non-binding offers

It is sometimes difficult for a client to make a decision. And in this situation, a strong argument would be an offer that does not oblige the client. For example, you can suggest that the client simply try to apply for a loan. Even after receiving prior approval, the client may refuse. Or maybe he won’t refuse.

Share on social networks So, again about customer objections in sales. You've probably heard more than once about...

A good salesperson knows that objections are the norm. Objections are a standard part of selling. Every customer question...

Alina Semenova, business coach, Modern Insurance Technologies LLC. Often, cooperation between an insurance company and a bank stalls due to the fact that bank employees are not actively offering insurance products. It would seem that everything was done correctly: training (including role-playing games) was carried out, manuals on sales technology, objection handling, and insurance programs were issued. The training participants unanimously reported that everything was clear to them, but the sales results were disappointing.

Often, cooperation between an insurance company and a bank stalls due to the fact that bank employees are not actively offering insurance products. It would seem that everything was done correctly: training (including role-playing games) was carried out, manuals on sales technology, objection handling, and insurance programs were issued. The training participants unanimously reported that they understood everything, but the sales results were disappointing...

Psychotherapy methods for overcoming misselling.

Let's try to analyze the problem. To do this, let's break it down into its components.

The first block of the problem is the psychological barriers of the seller and the characteristics of his behavior.
The second block is poor knowledge of the insurance program.
The third block is a poorly developed skill in selling insurance products.
The fourth block is a lack of knowledge about the client’s psychology and behavior.

Now let's look at each block in more detail.

Features of the seller's behavior

What seller behavior is preventing the sale? As an example, consider a situation where a salesperson projects his own experience or beliefs onto the client. So, he “carefully read” the description of the insurance program and concluded: no one needs it. However, you will still have to sell insurance: management has ordered it. Then the seller makes another “brilliant conclusion”: if this service does not make any sense, then I will sell it at the minimum price. And here another problem arises: we are selling a tariff module, not a service. Let me give you a few examples from my own experience.

Training on technology for selling insurance products at an official Lexus dealer. Many will agree with me that this is not a cheap car brand. At the stage of diagnosing the problems that exist when selling a comprehensive insurance program, I propose to conduct a role-playing game. The task is to sell comprehensive insurance for the new Lexus RX 400. - Hello, my name is Marina, how can I help you?

Hello, today I’m filling out documents for a new Lexus RX 400, I’m picking up the car in three days and would like to insure it.
Very good. Now I will tell you what programs we have and choose the most economical option for you. Stop! The game was stopped at this point. Why do you think? Because the client came to draw up documents for an expensive car, which, in addition to high technology, quality and comfort, emphasizes his status. I ask questions to the seller:
Why do you say this particular phrase? Why do you start a sale with an offer? Why the economical option?

There was no answer, because the seller always does this. Because “Who will pay 20,000 more if you can buy it cheaper?” This is exactly the same projection of one’s attitudes onto the client.

Another story, real, not fictional.

I come to fill out documents for my car. I’m talking with a car sales manager - smart, handsome, unobtrusive, attentive, correct. Having discussed all the additional options that I want to see on my car, I ask the question:

What about insurance? Leave the dealer, preferably in an insured car.
Take OSAGO. - What about the helmet? After a moment of confusion, the seller asks:
How many years have you been driving?
More than ten.
Have you had a serious accident?
No, just little things: glass, fog lights, scratches...
Then why would you pay money to these scammers?
This is a tradition, I have been insuring cars under comprehensive insurance for eight years and nothing happens!
Eight years?! Yes, with the money you gave to the insurance companies, you can buy another car!!!
If you’re not convinced, take me to a girl who deals with insurance.

We come to the girl. The dialogue is approximately the same.

Hello, I can suggest you the XXX company, they have the cheapest insurance, others are more expensive.
Girl, have you read the insurance rules of this company?
Well, yes, once, but what?
And the fact that the amount you are telling me is the cost of the program, which does not cover the risks I need.
Yeah? - Why are you offering me this?
Well, I wanted to save you money...

What kind of negative does the client receive in this case? In addition to the reduction in status, the client receives an insurance program that is replete with exclusions. It is unlikely that he will read the insurance rules, and if an insured event occurs that is not covered by the policy, he will be denied payment. As a result, the client will draw conclusions that are not in favor of insurance. Hence, another problem (or the second option of obstacles to the sale of insurance) - Ignorance of the insurance product Let's immediately make a reservation: ignorance of the product does not relieve you from the obligation to sell. I talked a lot with outstanding insurance salesmen, and these “sales lions” told me the following: “I don’t study products at all! For what? The main thing is to sell the idea!” It’s logical, but you come to this after having significant and successful experience in sales, and the “sales lions” have already forgotten how they first understood the product and studied the rules in detail. Why do you need to know the product?

Firstly, there is no greater insult to a client than an unqualified consultant. Let's assume that all clients in insurance do not understand anything at all and you can tell them anything. But there are exceptions to any rule. If you come across a client who asks the seller to explain the product and goes into detail, and the seller tells him: “Read the rules and figure it out,” then this can lead to serious troubles not only for the consultant, but also for the company. Secondly, good knowledge of the product is additional confidence for the consultant. He is not afraid of objections to the cost of the product and can compare it with similar offers from competitors. During trainings, I am often asked to tell as much as possible about the product, because it gives additional confidence. Thirdly, good knowledge of the product provides the basis for selling the service, not the tariff module.

Weak insurance sales skills

As we know, the client really does not like to be manipulated - especially if the seller does it rudely and unprofessionally. At trainings, when I collect the expectations and wishes of participants, very often the following requests are made: “Teach us NLP!” and “Come on, you come up with us a “golden, selling speech”, we will write it down, learn it and sell it all!”

“Golden speech” is not a problem, but will you provide me with a “golden client”?
There are no such things!

Then why do you want a "golden speech"? Many people know the “Three YES” technology - when a person answers “YES” to two logical questions, and by inertia also says “Yes” to the third one, which is needed by the seller. The trainers who teach the technology consider it a practical application of NLP in sales. Of course, this is true, only this application of NLP is similar to hammering nails using an expensive microscope. Will you be satisfied with the result? Hardly. So the client, when such experiments are carried out on him, remains very dissatisfied.

There is such a wonderful statement “Sell the benefit, not the product!” But for some reason we were able to bring it to the point of absurdity. Let me give you an example.

Our colleagues are returning home from a wonderful European country, where they were on a business trip to exchange experiences. A colleague runs into the office and shouts from the threshold:

I know! I know the secret to selling life insurance in one sentence!!! Guess what this phrase is!
I'm at a loss...
Imagine, you come to a client and after “hello”, you say: “Imagine and describe how the first day after your death will go!” The client immediately agrees to everything.

The fact that it is impossible to sell the benefits of one’s own death to a client does not occur to the colleague. You can go further - scare them to death with “good” stories, then ask three questions to get three “Yes”, close the deal, and two weeks later receive an application to terminate the contract.

What can be done to ensure that clients are satisfied with their communication with the client? Practice the skill of consulting a client with sellers. Again, from my own experience, I can conclude that bank employees are much more effective at selling insurance products if they acquire the skill of cross-selling insurance programs and banking products. In order for this skill to be practiced and then actively practiced. . . changed, it is advisable to explain the idea of insurance using the example of financial instruments. Vague ideas about the client's psychology The client pays money and, of course, he has some expectations from the seller's work style, his behavior and attitude towards the client. What does the client expect from the seller? . Such involvement of the seller in the process, such understanding of the client, when he knows exactly when to ask and offer something, and when not. In other words, he almost “reads minds.”

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Congratulations to all bank employees and bankers on their professional holiday - Banker's Day! I wish you fulfillment of plans, successful sales and high financial results.

Today I decided to dedicate a post that will help those who are at the “front” (front-office) of sales of banking products. I will describe a universal technique for selling banking products based on modern practice.

The equipment is 100% suitable for retail business employees, but in most cases 80-85% is a sales technique; it will also be useful for small businesses and medium-sized corporate events. This technique contains fundamentals and inseparable concepts for managers of all areas, everyone involved in the sales of banking products and the provision of banking services - those who are directly involved in customer service can use it.

I have already described a sales script - where I offer 10 simple tips that not only help you maintain your deposit portfolio, but also give you a hint on how to work with new clients.

Today, we will look at a universal sales script, a universal sales technique for banking products, which is suitable for selling: credit card, cash loan, debit card, deposit, cash management service, business card and other unnamed products. This technique is based on the “Active Sales” training, but with special remarks, because many managers do not understand important points, and senior managers or department directors miss this “misunderstanding” and let everything take its course.

First is first. Clearly understand what is sales and what is service.

Operational work in banks has the same principle, but a different organization. In some banks, sales and service are separated, but in most cases, at the present stage, both sales and service are performed by a universal manager.

However, it should be noted that if the service manager and the sales manager are two different employees, they need to understand that they are a single team and they are very dependent on each other.

So, what is sales and what is service? I apologize for being too sexist, but I really like the ingrained thesis of marketers:

“Sales is sex, service is love.” This begs the question: - What was primary? I’ll answer you - you shouldn’t focus on this, since in life, the order of service and sales is not clearly structured. The primacy in the event can be occupied by both service and sales.

According to the basic rules of marketing, when selling, we sell advantages, and deliberately (90% of cases) do not put emphasis on the properties and obligations - which will now bind the bank and the client, but they exist.

During the service, we focus on comfort, personal attention, speed of service, fulfill obligations and pay the price - for the service, while forgetting to tell the client about promotions, new products, additional opportunities - we decide that the client needs to be served with high quality, we believe that He already has everything the client needs and on a pathological level we are confident that the client knows about all our capabilities and if he needs anything, the client himself will ask. During the service, the bank and the client seem to “get used to” each other: the client’s habits, the bank’s capabilities and vice versa.

Sale— a sale (especially the first one) is, first of all, an acquaintance of the client with the Bank. It is acquaintance with the bank and not with the product, since he may already be familiar with the product based on the “funnel of potential clients”, through different channels: TV, Internet, friends can tell him about it, outdoor advertising, in the end - the client can use a similar product in another bank.

A simplified lead funnel consists of:

Customers who know you and buy/use your product
Customers who know you but are using a competitor's product
Customers who do not know anything about this product.

Service— service (maintenance) is, first of all, a long-term relationship with the client. The quality of service, like the quality of relationships, encourages your client to get to know your bank better and better. To the extent of certain circumstances, there has already been a sale of the “product”, or he has a desire to purchase your product as a result of viewing an advertisement (like love at first sight), - now, during the service: processing a loan, a deposit, a cash transaction - you must justify “ client expectations” so that the “picture” matches: advertising, promises, friend’s recommendation, etc.

If during the “service” the client’s expectations do not match, it will be more difficult for you to sell a new (second) product, this is obvious.

As bank employees, you know that in the modern banking world, the Cross-sell ratio cannot be lower than 2.5 (at least 2 products per client).

Second - first: Use the technique of selling banking products without deviating from the script.

Let's look at a specific example, the simplest example that is found in our everyday life and inherent in “one of the strategies” of modern Ukrainian banking, in the form of a so-called situational script, so the conditions and the script itself:

The client received a trade loan from a chain of household appliance stores - no interest, no insurance (due to high competition), the client refused the “gift card”, will not use Internet banking, he took out an installment plan for 10 months, the only thing he pays is 20 hryvnia per month for SMS information and credit account maintenance. This customer has 1 product.

The client, taking an installment plan of 20,000 hryvnia for 10 months, will pay the bank 200 hryvnia. = 1% An experienced client will not even contact the bank for final repayment - modern technologies allow this. Repayment channel - our client chose a post office.

In general, the bank may receive its main income from the “chain of household appliances,” but not from the client who took the installment plan. I don’t want to consider the cases that are often talked about: the bank hopes that the client will “get into trouble” and will not meet the deadlines and will pay an increased interest; that banks specifically charge installments from a credit card so that the commission from payments will be charged along with the commission...

Let’s agree that everything is correct, the client understands the conditions, and does everything correctly - so the profitability from such a client - who took the above installment plan for the goods - is 0.00 UAH (more precisely, 200 UAH - which is actually “0”).

Bringing such a client to a bank branch - to a service manager or sales manager, is most likely a “telemarketing” task, and the bank’s strategy is based on Up-sell, which is simply not possible without Cross-sell.

In other words, this is a “creepy” and complex case, but it happens. What should a branch manager do?

I will not give examples of “how to do it wrong”; we will immediately describe the dialogue between the manager and the client, and explain why in our script we use specific phrases and a specific sequence.

Consider the following “game” situation:

Let's start with the fact that the manager was a little busy - at the moment when “our” client came in, at that time the manager was finishing serving the “current” client. He looked up at the newly entered client, apologized to the client he was serving, greeted the newcomer, and invited him to sit down to wait. (it’s right to do this)

Lacking “simple patience,” the client who came in and was asked to wait a little began to study the stand located on one of the walls of the department, hoping to find an answer to his question. At this moment, our manager is free, and before starting service, he needs to “call out” to the client - to attract the client’s attention to himself.

First stage: Greeting the client according to all requirements:

Manager:- Dear Customer! (quietly but expressively, perhaps you need to stand up and show that at the moment he is addressing this particular client, precisely with the words “dear client” - other categories: woman, young man, etc. - cannot be in business. After that , as we returned the client’s attention to the manager, we can continue the dialogue)

Manager:— Hello, my name is Evgeniy, I am a manager, how can I contact you? (You can use a greeting - Good/morning/afternoon/evening, I prefer to say hello, be sure to introduce yourself by name and state your position. Finding out the name of the client's client and saying hello is a must).

Client:- Good afternoon, call me Pavel Lukich (now you know each other and greeted each other)

At this sacred moment, you are already familiar people, said hello - you both recognize the simplest rules of ethics, but with familiar people, you can discuss the issue that interests you. Is not it?

Manager:— Pavel Lukich, what question interests you? (At the first opportunity, address the client by name - first of all, you personalize your question, the second useful point is, you address the client by name - the name was given by the parents and every person is pleased to hear it, in addition, you address the client in this way how he positions himself: Pavel Lukich, if he says “Pavel” - contact “Pavel”, if “Lukich” - feel free to use it - this is what the client demands. And one more important point, do not tell the client - “what is your problem?” or “what do you have there?” Ask the client a guideline - he has exactly a “question”, if in the future the client nevertheless voices it himself - “... my problem is...” - paraphrase in your answer: is this an interesting question or this difficult question, good question...).

Client:— I paid for the goods in installments, there was a girl from your bank who gave me a loan right in the store, so I came to pay, what do I need for this?

Manager:— Pavel Lukich, I can make payments by installments and can help you, please sit down with me (We again used the opportunity and personalized the appeal + reported that the client contacted the right representative of the bank, and now the client knows that his issue will now be dealt with, Please note that this knowledge is important for the client. If the manager does not do cash transactions, there is no need to say: - “I don’t do cash transactions”; - “To you at the cash desk”; - “I will make you a “consumable” and you will go to the cash register "- and other verbal rubbish! You need to understand that the service is based on cross and up-sell, for this you need to get to know the client, to get to know him - for this you need to invite him to sit down with you)

Client:- Great, then I should come to you, here is the contract that was given to me in the store, where the details are indicated and everything that is there... will be needed.

Manager:- I see Pavel Lukich you are perfectly prepared and prudent! Having the details will allow me to be even faster! (at the first opportunity, praise the client - using the “You are OK! I am OK” technique, it puts the client at ease and confirms to the client that he is acting correctly, at the same time this technique emphasizes your qualifications, which gives the client confidence)

Don't make mistakes! At the first stage, this is all that you, as a manager, had to do; all other points and clarifications are left for the next stage.

Stage Two: Identifying Needs

Too many managers make a “total” mistake. Inadmissible error! They believe that the client’s needs can be found out at the first stage; moreover, they think that all the client needs is to pay for a loan or any other operation. Sometimes I can’t understand why, when they teach how to do Cross-sell at trainings, no one explains this, and they also don’t explain that the bank has a strategy - Up-sell (one service is actually given for free - in order to attract services that are paid or profitable for the bank ).

Manager:— Pavel Lukich, allow me to ask a few questions that will help make your service quick today, and in the future simple and comfortable? (Be sure to ask permission to ask questions - after you receive permission to ask questions, you will have the opportunity to appeal to this permission in the event that the client feels “reactance” * (this happens) and tries to enter the “block” - not wanting answer any question.

Client:- Yes! Of course Evgeniy! Ask!

*Reactance is a term from the sales technique “Compliance Professionalism” or “Creating Artificial Scarcity.” The whole point is that each person tends to protect his “personal space”, his “freedoms and rights” - the boundaries of which are different for everyone. As an example, some people, completely freely, without resistance, can tell the reasons for their successful well-being, while others, when asked such a question, will go into the block - with a single thought - “...why are you asking me about this...”

Let's look at how a manager would exercise his right to appeal "permission to ask questions":

Manager:— Pavel Lukich, tell me, what products of our bank do you use besides installments? (some banks have a CRM, where if there is any identification data, in the case of Pavel Lukich this is the installment agreement number, the manager can see the entire “basket of products”, but it is necessary to ask a question in order to persuade the client to talk).

Client:- I have nothing else from you, only this installment plan!

Manager:— Pavel Lukich, which banks do you use and what products do you use there?

Client:- How does this question relate to the case? Does it matter where and what I use? (the client enters the block - the “reactance spring” is triggered)

Manager:- Pavel Lukich, I ask you not to worry, I asked for permission to ask you questions, and I need this in order to make your service quick, simple and comfortable, just for this. (Like this, the manager is appealing to his “permitted right” to ask questions)

Client:— I am serviced by Privatbank, I receive my salary and pension there on my card, I still don’t understand why you need to know this? (please note that an appeal may not be enough for the client; he needs additional explanation. And now I’ll tell you how to calm the client down, with a simple “home preparation”! In reality, the client needs to be told the truth!)

Manager:— Knowing the banking products you use, I can better understand your experience. I can assume that if you use the services of Privatbank, then you use Internet Banking (Privat24), and this radically changes things!

Client:— Yes, I use and use a credit card and Privat24 and I’m not going to change anything, everything suits me, I won’t use your Internet bank or credit card, I don’t need an additional credit card, and the pension card suits me completely. I just liked the conditions of interest-free installments, without insurance, and I decided to take advantage of your bank’s offer. Will you give me a receipt? How much should I pay? Should I give you money? (Many managers find themselves in this situation - the client clearly believes that he is in control of the situation, and stands in a specific “block” - not intending to buy anything else, the situation puts pressure on the manager).

Try to extinguish the “indignation” and try to remove the “block” from the client. Use the “You are OK - I am OK” technique, confirm to the client that you heard him, compromise and make a “cross” - like our manager.

Manager:- Pavel Lukich, I heard you, I sent the receipt to print!

It's time to grab a flyer, in our case it's an advertisement for a “package” debit card. (In fact, the manager does not have the opportunity to start the presentation, just as we can see that the client has no need - but this is only at first glance. The advertising booklet is picked up for several reasons: the client will de-focus from his defense and concentrate on the booklet /advertising in the hands of a manager, from the very first moment the client sees the advertising brochure - on a subconscious level he will become interested in a new subject - the moment you start your “cross” - the client will receive a visual picture of your words.

Manager:- Pavel Lukich, I am not suggesting that you formalize anything, I am simply obliged to introduce you to an interesting and profitable opportunity, I ask you to give me a minute of your attention - this is very important. (At this moment, as you can see, the manager does not insist on purchasing the product, but emphasizes that the information is very important, profitable and, most importantly, interesting).

Client:- Okay, I just ask you to hurry up, I don’t have much time, I left for lunch, and I still need to get back in time, and it’s a long way to go, I have a report.

Third stage: Presentation if time is short

Please note that “reactive resistance” actually helps the manager a lot, due to the fact that the client did not guard his perimeter - but went on a counterattack (we’ll call it “springing back”), he revealed to us a “military secret”, he told us everything he could. We realized that there was no obvious need for a new banking product. In fact, the client’s need is not for a banking product, but for time. It's not the product he needs to sell! He needs to sell “time”!

Manager:- in fact, in order to pay by installments, you absolutely do not need to go to the bank, there is one way that will allow you to pay by installments without leaving your workplace and it is completely free. You don't waste time and money on a trip to the bank, and you don't have to wait in line.

Manager:- Look, here is a card in the “comfort” package, which can be topped up with a card from another bank absolutely free of charge - even with your Privatbank salary card, after you top it up with the required amount, you can pay in installments. All this can be done through Internet banking, which is free for this card - you are an experienced user, you know how to use Internet banking - with us everything is simple and similar.

Client:— Evgeniy, this option does not suit me, since I keep receipts with wet stamps so that I can prove that I made payments on time and in the required amount.

A little work with objections:

Manager:— The payment you make using Internet Banking can be certified by the bank’s seal, at any time convenient for you, completely free of charge, so you will not need to take time off from work during the reporting period and spend money on travel. You are an experienced user, the Internet banking system is very similar, the card has its advantages, they are described in the advertising booklet that I will give you with me.

There is no need to put pressure on the client, show him a personal example, give him an alternative.

Manager:— Look, I also make my payments for utilities through Internet banking, and then my colleague confirms them with a stamp - this way I pay for services without a queue or commission.

You have a stack of receipts, right? You really do this :) Show the receipts to the client!

Client:— When will I pay off the installment plan in full? Will you need to come to the bank?

Manager:— This is not necessary, firstly, you will receive an SMS that the loan is closed, and secondly, you will see information about the closure in the Internet bank.

Client:- Okay, I’ll think about it, I don’t have time to prepare it anyway, I’ll take the material with me.

The client is interested in the product and will take the promotional material, but not all clients do this, sometimes they even force the client to take the promotional material. How to do it? I can tell you two ways at once:

Sign the booklet: To Pavel Lukich from Evgeniy - as an example (that is, you personalize the advertising material)
The most arrogant option is to staple it to the payment receipt - 70% of clients do not object to this.

Fourth stage: Product sales and clearance:

Manager:— Do you want to arrange a meeting?

Client:— How long does it take to issue this card?

Manager:- Instantly, within 10 minutes, I only need a passport and a code.

Client:- Ok, let's get it done now. And show me how and where to enter, and how to pay.

The payment card is an anchor product, we did Cross-sell and Up-sell. On the one hand, it seems like the card is free and the payments are free, and at first glance, the value of the client for the bank has not been increased. However, we were not selling a product - we were selling time for the client and the client does not yet know all the advantages of the card. During registration, you can tell about additional benefits, such as:

Balance fee 10%
Cash Back for purchases - 3%
Free withdrawals from all ATMs
Money transfers

Each bank has its own advantages and features, benefits and conveniences, but as you can see, the client at the time of service was not interested in our product, he has a similar one in another bank.

He was interested in saving time and money, in fact, he bought them, but we did Cross-sell and Up-sell - thanks to high-quality service, we made a new sale. If the client is interested in paying for balances, the bank will receive an inexpensive resource; if the client is interested in Cash Back, we will receive the client’s transactional business or money transfers.

Client:- Super! We invested in the specified time!

Manager:— Pavel Lukich, please note, I will put your receipt in the file with the contract, here is your card, if you have any questions, here is my phone number, call me, I will always be happy to answer you. Thank you for choosing our bank! Do you still have any Questions?

Client:- No, thank you, there are no questions right now, maybe they will arise later, I ran! Goodbye!

Manager:- I was glad to help you. Happily.

In general, you and I saw that the sale had already taken place, and the client came to be served, we worked in a certain script, worked with the client’s emotions and expectations. They showed that his visit is important for us, that we provide comfortable and fast service - they showed the level of service.

What followed? That's right - new sale! We didn’t sell a product, we sold the client what he lacked - time!

Of course, there are many different situations, but any service and sales have the same 4 stages: greeting, identifying needs, presentation, sale.

If the client is potential, in other words, he does not yet have a single banking product - during the “first sale” the script will not change much, we will need to get to know the client more (the KYC technique will help us with this - know your client, active listening - the more we learn from client initially, the easier it is for us to work with him), actively listen to him, if you initially build a trusting relationship with the client, he will reveal his entire expirience to you - you will know his preferences and his values, because you will clearly have something to offer.

And finally, I will say that in order to sell and provide service, you need to “love” your customers.

Happy sales to you! Evgeniy Savostin, especially for the section Interns and Masters.

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