IBA. customer engagement series. Strengthening the banking experience B A N K E R S A S S O C I A T I O N

Transcription

1 IBA I L L I N O I S B A N K E R S A S S O C I A T I O N customer engagement series Strengthening the banking experience 2012

2 customer engagement series A Series of Seminars and Webinars The branch system is still the key to engaging customers and prospects alike. People choose to bank with your institution because of you and the atmosphere that your team projects within the branch. How can patterns exhibited by customers and prospects be tapped to strengthen the banking relationship and drive additional opportunities? How can you use an integrated strategy of cross-selling, on-boarding, profiling and referral generation? This multi-faceted series identifies innovative approaches to improving customer relationships and realizing a greater share of the wallet. Program 1 Cross-Selling Strategies February 7 - Springfield February 8 - Oak Brook Cross-selling is the ultimate the Academy Award of banking today. Effective cross-selling binds customers to the bank through loyalty to the institution and by gaining a larger share of the wallet. Increasing loyalty and wallet share also serve to reduce sales and marketing expenses, particularly given regulatory and financial changes in the marketplace. When some larger institutions are cross-selling more than six products per household, community banks need to take advantage by moving aggressively. This program describes the best strategies and tactics for adding additional products and services for retail and commercial customers. These cross-sell strategies will have a significant impact on revenues. For instance, just five more referral appointments at a branch for trust, investments, or insurance can add as much as $200,000 in gross revenue per branch. This presentation examines: Service Solutions Product Sequence Team Approach to the Cross-Sell Cross-Selling Around the Checking Account Tracking the Cross-Sell Packaging for the Cross-Sell Financial Education as a Weapon Commercial and Small Business Strategies Marketing Options Program 2 Profiling the Customer without Pushing February 28-9:00 a.m. to 10:30 a.m. (webinar) An often overlooked tool in cross-selling is the use of profiling. This program illustrates the best methods for using the profiling tool thereby offering customers ways to make money, save money, and save time, all through the convenience and security of your community bank. These techniques and tips focus on helping the customer without pushing. The agenda includes: Seven Steps to the Successful Cross-Sell Service Solutions Being the Dream Maker Team Approach to the Cross-Sell Profiling Tool (included in the handout materials) Positioning the Tool in Conversation It s all about the Customer Handling the Referral Opportunity Tracking the Cross-Sell

3 ies Program 3 Handling Objections and On-Boarding March 14 - Springfield March 15 - Oak Brook Objections provide opportunities to better understand the customer as to financial concerns and priorities. They also help movement to the stage of asking for the business. Objections are also very expensive as they tend to come at the end of the sales event. After all the work, are you willing to lose the sale? This program describes proven methods for meeting objections and getting the customer or prospect to say yes. Topics include: Handling the Price Objection Handling Time Objections We don t like you or your bank! I ve never heard of you, or your bank. I don t need your products or services. Differentiating Yourself from the Competition Do you have a clear understanding of your role in "touching" the customer after a new account has been opened? This segment highlights best practices for customer follow-up, in order to improve your own bank s customer relationships. Topics include: Discussing the New Account Experience for Customers Identifying Contact Criteria for Follow Up Formalizing Follow Up Plan Frequency Drafting the Customer Follow Up Note Scripting the Customer Follow Up Phone Call Discussing Challenges and Opportunities Drafting an Action Plan for Implementation Program 4 Generating Referrals April 17-9:00 a.m. to 10:30 a.m. (webinar) Customers and potential customers who are referred to you make better leads and sales opportunities because they require less time due to already being interested in your institution s products or services. Most bankers hold back from asking for referrals because they are concerned about being perceived as rude, or to be begging for additional business. Bankers who have a referral strategy believe it is one of the best ways to provide value to their customers and to help their customers be successful. This program helps bankers differentiate themselves from the crowd and be seen as the resource within the community. Topics featured include: Introductory Discussion Referral Ground Rules: Expectations Make it Easy to Refer Give to Get Referral Target Markets Your Referral Education System Just Like You Creative Offers Lead Generation and Tracking Action Plan

4 INSTRUCTOR Jennie Sobecki is a principal of Focused Results, LLC and has more than 20 years of results-driven process consulting, sales management, and training experience in financial services. An expert in designing and implementing sales efforts and processes, she designs solutions to drive top line growth through better utilization of existing sales forces in banks, insurers, and other financial institutions. Sobecki specializes in integrating marketing and sales data into front-line operations. She has created mechanisms to feedback customer service and mystery shopping data into real time, revenue producing activities by the front line and outside sales forces. An entertaining and charismatic speaker and consultant, Sobecki consults with numerous financial service organizations to enhance revenue, sales, sales leadership, and organizational performance. The lead designer in Focused Results curriculum development, her processes routinely generate three-fold increases in vital sales activity and double-digit increases in deposit and loan volume. Attendee Profile Branch Managers, Assistant Branch Managers, New Accounts, CSRs, and others responsible for the direction and development of customer relationships within the branch or branch system. Dress Code Business casual attire is appropriate for this event. Certificate Individual program participants will receive a Certificate of Completion. Persons attending all four programs will earn the IBA s Certificate in Customer Engagement. ICB Credit This program has not been pre-approved for ICB CE credits. Attendees who require ICB credits should go to for further instructions. Tax Deduction All program expenses including fees, travel, meals and lodging intended to maintain and improve professional skills are tax deductible subject to the Internal Revenue Code. Cancellation Policy A refund less $75 processing fee will be furnished if cancelling within five business days of a given program. No refunds will be honored less than 24 hours prior to the start of a program. Substitutions are permissible. Satisfaction is Guaranteed If you are not satisfied that a program was delivered as advertised, IBA will give you credit toward another comparably priced program. The IBA should be notified in writing within seven days after the program concludes.

5 Yes, I plan to attend the Customer Engagement Series! Name Title Required for registration confirmation All four programs Program 1 Program 2 Program 3 Program 4 Name Title Required for registration confirmation All four programs Program 1 Program 2 Program 3 Program 4 Institution/Company Address City, State, Zip Phone Fax Method of Payment IBA Member All four programs $699 FLA Member $599 Individual Seminar $235 FLA Member $210 Individual Webinar $199 Nonmember All four programs $1,099 Individual Seminar $395 Individual Webinar $279 Check payable to Financial Education Services Illinois Bankers Association, PO Box 19237, Springfield, IL Charge to my Visa Master Card Amex Discover Card Number Exp. Date Cardholder s Name Cardholder s Signature Billing Address (if different from above) City / State / Zip Confirmation will be sent 7-10 days in advance of each program via . For more information contact Brian Hoffman at bhoffman@ilbanker.com or ilbanker.com