How to sell banking. The main technologies for selling banking products

Banking products are an interconnected set of banking services provided by the bank in a certain sequence, aimed at meeting the needs of the bank's client.

At the heart of any banking product is a basic element - technology. It determines the type of bank product. Banking product technologies include settlement bank accounts, depository and savings accounts, all types of loans (mortgage, consumer, car loans, express loans, overdrafts, factoring, leasing, credit lines, etc.).

Banking products and services include all kinds of operations on card accounts, i.e. providing access to the client's funds through bank payment cards. Today, the sale of banking products almost always involves the sale of payment bank cards (credit, debit plastic cards). They have become a universal tool for remote banking customer service: using a payment card, any operations are carried out on customer accounts. In addition, now it is not necessary to look for an ATM or payment terminal.

Such a new banking product as Internet banking has become an integral part of the banking services market and has expanded the ability of bank customers to remotely manage their accounts. Thus, banking products include basic technologies that have a specific set of parameters - the maximum and minimum amount, currency, terms, type of payment card. Banking products differ from each other in the set and values ​​of these most specific parameters. For example, for a loan, such differences will be the possibility of early repayment, the maximum loan amount, the method of calculating monthly payments, the amount and type of interest rate on the loan, the intended use, the form of providing funds for the loan, the presence of collateral, surety, etc. If we are talking about a deposit account, then the differences will be in the possibility of replenishing the account and withdrawing funds, the type of interest payment, prolongation, interest capitalization, etc. A high degree of automation of the bank's products allows you to quickly respond to changes in the banking services and, if necessary, bring new banking products to the market. Any set of banking functions documented in the form of a regulation can be attributed to a banking product.

Depending on the state of the country's economy, the time of year and other reasons, the market for banking products is changing. Today, the following leaders among banking products can be distinguished:

Package banking customer service.

Such a proposal of banks, which implies comprehensive customer service, is especially popular today. By offering a range of popular products, the bank contributes to the growth in demand for its services, and also demonstrates loyalty to existing customers, which plays an important role in the conditions of fierce competition. Many banking products are now available for implementation on the Internet. A unique system has been created that combines current, deposit and loan accounts of the bank's customers. Today, the country's banks are faced with the task of returning the pre-crisis system of banking products, i.e. return to banking products for micro-clients.

The leader among credit banking products today is mortgage lending. Although it still has a fairly large growth potential. Banks are planning to stimulate the population with the help of a floating interest rate on mortgage loans. Car loans and loans for the purchase or construction of real estate have lost their positions, although they remain an integral part of the complex of banking services. Today, banks are looking for new marketing outlets and, slightly changing the form, create new banking products for car loans and real estate loans. Among such innovations is an expanded list of credit collaterals. The approach of banks when considering a loan application from small and medium-sized businesses is also changing. Now bankers are based to a greater extent not on the liquidity of the collateral provided, but on the general financial condition of the borrower, its development prospects, and overall performance. Become more loyal conditions for obtaining a loan for start-up entrepreneurs. In addition, banking products, which were previously available only to certain categories of businesses, can now be used by small and medium enterprises of the country.

Hello, dear friends and readers of the blog about finance and cash flow. Sales stages- these are steps to the successful promotion of their services or products. To successfully sell anything, you must first master the sequential sales stages. Today I will talk about the work of a bank employee in terms of advising a client who has come for a loan. I think this information will be useful not only to a banker, but also to any specialist working in the service sector.

It will be interesting not only for the sales consultants themselves, but also for any person as a participant in the sales process, since the promotion of goods and services is based on psychology, knowledge of the human soul. And about psychology, everyone likes to read and talk about psychology. I will divide the information into several blocks in accordance with the steps of progress, where I will also share my experience and observations.

The main stages of sales in the bank

These steps consist of seven stages, each of which complements each other, being a logical continuation of the previous level.
If you follow this technique in a constant mode, then you can develop the skill of successfully promoting services, which will be useful to both a novice consultant and an experienced salesperson. Below is a list of these stages.

• Establishing contact.

At this stage, it is important to prepare for the client's visit. How you meet the borrower depends on how the dialogue will proceed. Agree that it is unpleasant when you come as a client, and meet with indifference or disregard. Many consultants make mistakes at this level by giving negative signals to the client. This is especially true at the present time, when the competition for the buyer is especially high.

The same applies to the case when the seller himself visits the client, the customer. Here, not only non-verbalism plays a role, but also appearance. But if the costume can be prepared, then with psychology everything is more difficult. I confess that sometimes I myself have to make an effort to mentally prepare for the client, to create the necessary emotion in order to be convincing for the borrower.

But when it becomes a habit, people begin to go to you. Agree, it's nice. Of course, if we talk about issuing loans, then this may not be the best sign, since it can be understood that it is through you that people can easily take a loan. But courtesy and kindness are always needed. In time, this stage lasts about a minute.

• Identification of needs.

Here you need to ask the right questions in order to choose the necessary tariff plan or identify a potential VIP client. At this stage, you need to find out about the client's place of work, his credit history, income level, his goal in obtaining a loan. A bank employee must have negotiation skills in order to ask in such a way that the client does not tense up from your questions. This step lasts 3-4 minutes on average. The beginning of this step might be: “In order to find the right tariff plan for you, I need to ask you a few questions. Do you mind?"

• Product presentation.

A bank front-line employee must be competent in their field: know the tariff plans, regulatory documentation and bank regulations in order to successfully talk about the products of their bank and offer several options to the loan buyer. You need to show the advantages of your services in a favorable light, talk about the requirements for the borrower, emphasize the importance of each client: “We have an individual approach to each client.” The step lasts up to 3-4 minutes.

• Work with objections.

This is perhaps the most difficult stage of sales. Here you need to remain cool and calm and remember that each client is important to the organization. I say this not for the red word. It is the client who brings the profit to the company. In this step, you need to demonstrate flexibility and knowledge of your competitors' products. I once went to other banks to get information for myself on a credit card. In the future, this knowledge was useful to me when I sold cards to clients. I did it easily, because I knew the advantages of both my bank and the advantages of this product in other banks. Now the interest rate does not always play a decisive role for obtaining a loan. This stage lasts from 1 minute to 3 minutes.

• Closing the deal.

After dealing with objections, it's time to reap the rewards. Even if a person just came to consult, then you need to leave such an impression that he will come back again. At this stage, you need to summarize everything that was said earlier, repeat the advantages of your product, and once again talk about the requirements for the borrower. This level of selling lasts about a minute of your entire consultation.

• Additional sale.

In the bank, this stage is also called cross-selling, that is, the parallel sale of an additional product or service. I remember reading somewhere that at McDonald's, every seller must offer something additional to what has already been bought. Thus, the company's income increases, and it's not just about taking care of the client. 😉 In a bank, this can be a service for paying loans from third-party banks, transfers, deposits, which any bank employee can offer.

The material will be very helpful.
Today, not some basics, but some advanced points. It is also useful for beginners who need a sharp push to show their results. Good for people too. Often not used in practice. Certainly familiar things. But certain nuances that we very often discuss and train at trainings in articles, materials, etc. complex freely available. And fully customizable. Very high competition among banks - today in every city in the swarm - dozens and hundreds of different banks and thousands of offers for customers - credit cards, mortgages, etc.
And one of the problems is to stand out from the background of thousands of offers that your offer is the most suitable and interesting. But how to do it competently and beautifully - we will disassemble. The offer is different but the money is the same and trading more expensive than other banks is an art.

What is the specificity? why do I highlight banking products? we work in the field of banking proadzh — they are very specific.

1. banking products cannot be touched or touched - they are not tangible. It is easier to sell something that a person can touch and turn and he knows what he is paying money for. with financial banking services - you can’t touch anything here, you can’t touch anything - even if a client touches a plastic card, it won’t give anything. can only card design. Here it is important to convey the idea at the level so that customers mentally touch that product. It is very important to visualize what you are selling. it is important to take a few steps.
2. The products themselves are complex, given the low financial literacy, they are even more difficult to understand. they are very difficult to understand for most of the population - commission, accrual, payment systems, etc. everything is complicated and a lot is prescribed in the contract, even in banking services - there are always asterisks and in small print - most do not read and it is difficult to understand and understand this.
3. Unfortunately, many people do not understand the difference between a loan and a credit card. Loans are something negative.
and the customer's perception of banking services is negative. This is a feature that we will think about how to get around and overcome.
3. The negative attitude of the majority of clients towards the banking system as a whole… out of principle they do not use loans, they do not trust and are afraid. and there are those who use loans but they have a negative attitude towards banks - there is an element of distrust that a commission can be withheld from him - it is important when selling banking services that you need to deal with negative aspects.
5. There is very high competition in the banking market and very high competition against the background of the similarity of all banking products. If you look at the banking sector as a whole, they are similar in many ways - they differ slightly in rates and moments - but these products are the same. and this is rare. the price of experiments is high.. therefore, a successful product in one bank is immediately copied in other banks. if you look at the market, all offers repeat each other. These moments create the specifics of the sale of banking products. Banking products are truly unique in terms of building sales. There are common features, but there are a number of points that stand out from all other types of sales.
Conclusion - in order to beautifully and easily sell banking products, you need to work in several areas:

1. they cannot be touched and felt, therefore it is necessary to visualize. It is necessary to give clients in the mind to touch and feel at least in the mind. By the power of thought. Therefore, when selling, you need to give a lot of live vivid examples, more specific situations. Your interest rates, conditions are abstract rates that the client does not perceive as they should.

If you give more live examples and talk about specific situations - how he helped others solve problems - this works much better - the client draws a picture in his head. And he has either a final need for a product or a desire to buy. Therefore, it is necessary to visualize.
2. Banking products are complex in themselves, so sometimes you need to be ready to chew on obvious things - obvious to us, we work in this area and many points are clear and it seems that they do not need to be explained - for the client, not everything is so simple. and here, in order to sell complex products, it is necessary to conduct not only marketing work, but also educational work. Customers need to be told that the deposits are insured. What is a credit different from a card so tor. Therefore, it is better for you to use this banking product. You need to tell what it is ... and the simplest basic questions that customers no longer know, and you need to explain.
3. Taking into account the negative experience of many people, it is necessary to create a trusting relationship with the client. Must be set up favorable for the sale. A contact must be established and only then a sale.
This is not even a feature, but advice - it is applicable in all sales. Selling requires trust. But when applied to banking products, this is especially important. remember - the negative attitude of customers to the banking system as a whole. And in order for your products to be sold, you need to get in touch, and trust with the client. Only if he trusts you, you will sell not only the main product, but also additional products. Not only a loan, but also a credit card, extra services, online banking and so on.
Customers are more willing to buy when trust is established.
4. High competition, products are easy to copy and difficult to stand out. Therefore, it is important not to use standard template approaches, but it is important to separate from competitors.
Either you build the work somehow differently - you stand out or you work like everyone else and the result is like everyone else.
If you look at how the best managers do it, it's always different. There are secrets of their work and bring more effect. And it's not about luck. But much more important are the techniques that you use. I want to offer you... loans. And hundreds of failures. Well, naturally, because imagine your city and how the manager calls and begins with the phrase - hello Ivan Ivanovich, I have a proposal for cooperation. And the result is like everyone else. And it seems that it is unrealistic to fulfill your plans and that cold calls are ineffective, and so on. Therefore, it is important to use effective sales techniques here. And only these advanced tools will allow you to stand out from the background of other technologies and sell your product.

Also tell a little story about the secret of sales - he gives an example - that when discussing the task, a person who was in age was present. So throughout the seminar, he listened, and when the product came up with the main sales criteria, he said - every day meet face to face with 25 customers and your earnings will increase. Such an obvious phrase. This is the main secret of sales. If you meet with 5 clients a day, then you can't help but be lucky. And if you meet with 1 client a week, then sales will be bad. In addition to technology, no one canceled activity in sales. And the more you call and expand your sales funnel, the more customers you have and the more output. Nobody canceled the quantitative factor. Technologies are technologies, but without activity there will be no results.

This is about quantitative factors. But in the master class, I will not dwell on this. I will talk about sales techniques that will allow you to beautifully attract customers, and we will analyze all these techniques.
The most important thing from PART 1 is that banking services are very specific, and given this specificity, we have analyzed the basic principles of sales - 4 criteria:
— visualize (more examples).
- to chew things that are obvious to us.
- to create trusting relationships with customers - to pay special attention to this - that first of all trust and then sales.
- try to separate from competitors and not use template approaches.
Activity is very important. These are the main tips that I advise you to fix and we can move on to those sales techniques that will allow you to sell banking products easily and beautifully.

***
steps are 3 levels of presentation. How can you present the most simple and more advanced.
Level 1 - presentation of your product. THIS is the most primitive level that can only be characteristic of either beginners or people who sell very weakly in principle. The meaning of this level is that the bank employee lists the properties of the products - a consumer loan in the amount for a period of such and such .. by a guarantor without guarantors. such an interest rate. Just a listing of product properties. And the basic primitive level but it is very common and it is not allowed. But the client cannot even understand the properties, especially when it comes to terms-. It would seem that the employee reproduces information about the product, but the client does not understand - not quite right. Therefore, I want you to quickly jump to the next level at this level.
If you are at level 1 and the presentation is based on the properties of the product, you should move quickly and the efficiency is low. Let's imagine a situation when a client comes to a bank manager and asks what deposits are in the bank and he answers - there are such deposits, 6% for half a year, there are still deposits in dollars, in rubles, capitalization, etc. Throws out all the information that he knows himself - everything seems to be told, everything seems to be fine.
What employees? these are beginners who have just mastered the product themselves, they may not know the properties confidently and when they ask, tell about the contributions, they say everything they know themselves. trying not to fall off. but this is a delusion. The customer does not need to know everything about the product. he needs to know something that will help him make a decision based on needs. b
Even when you speak in public, people listen to you and you betray products in the same way. When you talk about credit cards - when the grace period is so many days, the cost of annual maintenance ... you list the feature of the product. the presentation does not get brighter. These are facts that do not motivate in any way. Try to quickly move from this level to the next step.

Level 2 - presentation according to the scheme - properties - benefits. This approach is more advanced and effective for sales purposes. The goal is not just to list product features. but to indicate to the client the specific benefits that he will receive for himself from each property. Here the bank manager expands each feature of the product and expands the specific benefit of using that product.
For example, several properties:

- the maximum limit is 1 ml. nurble. Just a million. Seems like a normal amount. But when you say yourself that the maximum limit of a million rubles will always allow you to have money on hand for all occasions, it’s different. Especially the grace period - a grace period of up to 50 days, which means that you can use the money absolutely free. IMAGINE THIS SITUATION - ... a concrete example.
here it is important for the client to voice additional benefits from each property.
Contribution - a deposit certificate of 10%, which means that by putting the amount of 100 thousand rubles you will receive so many rubles per month. But it will already be tangible and listen to the specific benefits that it receives. And what does it mean to use this method. If method 1 is used by beginners, then this method has shown itself well - many banking specialists use it and it is in this scenario that they teach it at various trainings.
This approach allows you to hear not just the properties of the product, but specific conclusions.
As a result, the client should have enough information to make a logical decision to purchase a banking product.

Conclusion: Levels 1 and 2 - 90% of banking professionals at these levels.

But there is one more level that allows you to increase efficiency

Level 3 - properties - benefits - emotion. This is the crowning achievement of effective presneortation. When you are not just properties and benefits for the client. And when you still give the client an emotion. And here is the logical ... "must" for emotionality. No wonder they say that customers are 80% guided by emotions and 20% by reason. And after the purchase, when the emotions subsided, they are looking for a rational grain, and logic works here. so you can be at level 2, can give concrete conclusions can lead to a logical decision, but can't give more. Because emotions make people act. The lgogic is necessary - replaced by I WANT. The client makes an emotional decision and becomes a client of the bank. The main task is to dive into a real situation, experience certain emotions and convey emotions to customers. To make it more clear.

The maximum limit is 1 million rubles. How can you expand?
Level 1 - maximum limit - 1 million rubles.
Level 2 - max. the limit is 1 million rubles, which will help you have a significant supply of money on hand. When he understood what property means, he begins to evaluate it himself.
Level 3 - the most effective - the maximum card limit is 1 million rubles, which will allow you to always have a significant supply on hand, for example, you can please your loved ones and family, please, show your care and attention. Imagine how happy they will be. And this example allows you to plunge into the situation and experience pleasant emotions, when he gives gifts, they rejoice. Of course, in option 3, everything is more interesting and the client will most likely have a need. We have formed 1 word - the maximum limit, the amount ... and that's it!
Here it turns out that this property can be deployed and cause certain emotions.

There are many emotional examples. You can expand each feature of the product into an emotion.
To do this, you can give life examples, examples from your personal experience, some stories, etc. There are many options and you can experiment for yourself. Make sure that your proposal, presentation, offer - whatever evokes certain emotions. There is no need for a dry feed property - this time has already passed. Now you need to sell beautifully in conditions of the highest competition, to own these ...

this 3 tier system will help in sales.

The next point that we will analyze is the magic words in bank sales that make you buy.

***
Magic words.

Let's talk about those words that encourage you to act and quickly and make the decision that you want him to make.
- a word that always encourages action - FREE! and it's not just about banking, when a client tries something for free, for example, it is perceived much more positively than if ... If you have free cards for clients, then you need to present and pronounce it, for example.
For you, as our client, there is an opportunity to issue a card absolutely free of charge. It is important here not just to say a free card for you - but a reason for free. Because if it’s just for you and it’s free, then he has a question - why is everything free? especially considering that people are not trusting enough. Therefore it is necessary free of charge to an occasion.
- you are our client - therefore it is free for you.
- up to a certain date for free and then for a fee.
That's a great motivator. Some obvious things can be beautifully presented for free.
It all means that filing an application is free almost everywhere. I don't know if it's free somewhere. It's free everywhere. But when you say it once again - dear participants - who is ready to try and apply for a loan? it's absolutely free. And as a rule, there are more people who want to - because. word free. although it is obvious.

- Words that do not oblige the client to anything.
you can simply TRY to apply, find out if it is approved or not, and then make a decision.
— I just want to get to know you and better understand your specifics of your business!

If you immediately say that I want to sell the loan, this may scare away the client - let's just get to know what you do and what I do - maybe this is a different question. Customers see when they are not obligated to anything. And not a single client will refuse to establish contact. And no one will refuse to diagnose their business. Perhaps we will offer the best conditions - you just compare. In the worst case, you will make sure that the bank you work with is the best one for you. And the chances of successful negotiations are much higher.

- use the power of words: free, just try, just get to know, no obligation. to say things that are obvious to you, but not so obvious to customers.

***
Submission of your arguments.
It is no secret that the same arguments can be presented in different ways. It is possible in a different sequence and the outcome of the negotiations will be different. The art of selling lies in the fact that you need to increase the persuasiveness of the arguments. There are many tricks, but I will give a couple of examples.
- managers praise the product - they do it with emotions with benefits - there are only solid pluses, but the client has some kind of fear. everything is too good and beautiful. How to avoid such a situation?

The correct presentation of arguments - when you list a lot of strong keys and, for the sake of honesty, add a small minus - I will honestly tell you a small minus that does not affect the pros. But when in such a sequence the client has more confidence - because you are not alone in the pluses, but with the nuances that the client should know and that you want to voice.
minus:
- terms of consideration.
is the ideal bet.
- a small package of documents.
- BUT the application is considered not 1 day but 2 days ...
he will say - yes, it's okay - and here there is more persuasiveness and trust of the client.

You can list the pros - a wonderful loan, excellent interest, terms of service, terms of consideration. And you look into the future - he presents himself as a client - a nuance, but he is not serious. Those pluses that you said overlap a little.

There are many more ways to present arguments - you need to familiarize yourself with the Internet and there is a lot of information. And we will definitely touch on all these topics because in business conversations, the correct presentation of arguments is very important.

Sunset from afar
When you are preparing for negotiations, you don’t have to immediately talk vaguely and talk about a wonderful offer.
It is necessary to plan not what to tell, but what to ask the client. This should be the very first goal. I wrote about this - sales using the spin method - so for a deeper study, read this author's method - an interesting approach.

Prepare for negotiations and write out questions that you will ask the client. Using this simple technique, separate from half of the managers - as usual - the manager comes to the head, says that it is not very convenient for him to speak and just take a minute for me - look at the materials, I will immediately tell you about the benefits. And so the meetings are held one after the other. You can discuss at length why managers are not interested in the needs of the client. Why are they in a hurry. Maybe a feeling of embarrassment and they try to immediately voice all the information and immediately leave. And here, in addition to awkwardness, a requesting information appears:
- Thanks for taking the time.
- I literally for 5 minutes.
and the client feels unfair.
and clients want to cooperate with equal people.

if the client took a couple of minutes and he wants to tell as much as possible, this aggravates the situation even more. Instead of asking a couple of questions to the client - what he is interested in and needs now, what he wants to see in his bank, what he lacks and then present. And you can say - I have a few minutes, so I want to ask you a few questions - and you take the initiative, you find out the moments. Today I won’t even make any proposals, I want to understand what is important for you and only then make a specific proposal if I BE sure that it will be useful for you. If you do not offer everything that is, the efficiency will increase much.

The conclusion is to find out the needs and only then offer. When you are interested in the client and with his interest - and then sales. And this is very important (associated with distrust in the banking system).

about identifying needs. It happens that the manager comes to the bank, asks - glad to meet you for what purpose you came, how can I help. I would like to open a deposit. The manager begins to ask for a long time about deposits, what are the conditions, what are the interest rates - all the information. for some reason, this is considered the norm in the banking system. The client came and told everything that you know. And imagine the same situation at the doctor's - you came to the doctor - what are you complaining about - but somehow I feel bad. OK, right now I'll take one medicine, the third - go to the pharmacy. How would you feel? as an imaginary - what exactly hurts, what kind of diagnosis - but in fact when a client comes to the office and they start right away - without finding out what and why, what is important for him during registration - we ask some banal things and immediately offer a solution to the problem that we we don't know. Therefore, now you understand the importance of this stage - it is not permissible to skip this stage.

Never make offers right off the bat. Tell me, I'm listening carefully. Ask a couple of questions to clarify the situation. if everything is already divided between banks, making an offer is fundamentally wrong. There is an opinion that if the client agrees to meet with you, he has a problem. And until you know, making an offer would be unwise.

If the client agreed to a meeting, it means there are problems, he wants to change something in his bank, which means he does not receive any bank service packages or wants to change something or cheaper. Therefore, during negotiations it is important to find out this and present your product taking into account the identified needs.

We revealed the idea - before the meeting, plan what to ask and not what to ask.

Imagine your first meeting - maybe tomorrow you have meetings with clients - take a piece of paper and write down at least 5-10 questions that you will ask the client right away, at the very beginning. Not even the most convincing presentation, but a question. And it will be very cool if you send a message about how she helped in sales.

The next part of the master class is dedicated to the SPIN technique in the sale.

*?**
SPIN.

what kind of technique, why is it needed and what is the essence of it?
In this part, we will consider the spin technique.
I say right away that you came to the doctor - what are you complaining about? yes, somehow I feel bad - but ok, I will prescribe one, second, third medicine for you, go to the pharmacy. how would you feel - but what about the diagnosis, how to find out what exactly hurts. but in fact, as a client comes to the office - without finding out why he opens a treasure, why a loan, which is most important when applying - we ask banal things - we immediately offer a solution to a problem that we do not know yet. therefore, you understand the importance of this stage and one important thing - it is not permissible to perform this stage.
Never make offers right away, piping hot, even if he says - tell me, I listen to you carefully - ask a couple of questions. Now, when 99% of the market is divided between banks, it is fundamentally wrong to make offers without knowing the conditions. There is an opinion that if a client agreed to a meeting with you, he has a hidden problem, and until you know it, it’s not safe to make an offer. You can take advantage of this. If the client agreed to a meeting, then he wants to change something and there are problems. This means that he may not receive some service packages from this bank and make it cheaper or improve quality - it is important to first find out and then present the product, taking into account the identified needs.

Before the meeting, plan what to ask and not what to question.

Imagine a meeting - and you have scheduled meetings with clients.

***
SPIN:
more details about this technique. The essence of the technique is that the sales process is divided into 4 stages and at each stage you ask the client certain TYPES of questions - different types of questions. and there are only 4 such types.

1. C - situational questions.
2. P - problematic issues.
3. And - extracting questions.
4. H - innovative questions.

Your communication begins with situational questions. That is, general questions that relate to the client's business and the conditions of his service in another bank. about the situation as a whole.
What questions?
WITH:
- about the company, what does it do? how long has the business existed? what is the average monthly turnover of companies? characteristics about the company and prospects for the development of the campaign - I heard that you are planning to expand the office and expand your presence.
- About the servicing bank - for example, IO - what banking products do you use.
What bank do you currently work with?
- You have loans.
- when did you apply?
- what is the monthly payment?
— what criteria are important for choosing a bank? By what criteria did he once choose a bank?
— i.e. You are not selling or presenting anything here. You ask questions and thereby draw a picture for yourself - the main needs and criteria by which he chooses a bank.
Important - get information about the conditions on which km it is serviced? all the information obtained can be used for further presentation.
what points to use? all questions should be like this is not an interrogation, but that you are interested and really trying to help him.
Ask a limited number of questions - all questions are for information only, which is necessary for a subsequent presentation. Prepare to write down a list of questions that you will ask the client. you can be guided by the technique of spin just.
As soon as we learned information about the situation, a few situational questions, we move on to the following:

2. P - problematic questions - allows you and the client to concentrate on the client's dissatisfaction in the servicing bank. Well, first of all, in the bank with which he is currently working.
It is necessary to identify the gaps that the client is experiencing or he is already dissatisfied with something, or you can show the problem areas and the client's eyes will be opened - that the conditions are not entirely favorable.
What questions should be asked:
Questions should be constructed negatively.
Instead of that - everything suits you in that bank - you need to ask:
What do you dislike about this bank?
— perhaps you don't like the % rate.
- perhaps the bank does not break the credit line, etc. - questions are not commonplace, they can approach any company, so the main thing is to test the ground and understand what really worries the client.
You can project the situation - whether you had an urgent need for money. Has it ever happened that you need money urgently and there were problems with the bank. Probe the ground and find weaknesses in the servicing bank in order to use all this information later.

And then, when the client feels the need, that there are certain problems, he will voice and speak, then you need to move on to the following:

And - extracting questions - the main task is to create such a situation when the client voices problems and difficulties that can aggravate the situation in the company. which will have a negative impact. You ask in such a way that the client himself develops his idea that the situation may worsen if he does not change anything.

For example, it was possible to find out that the client is not satisfied with the credit limit - you cling to this moment and develop the main idea that is negative for the client - ask.
Will this prevent business expansion?
- can it reduce the profitability of the business?
- what will be the lost profit, etc.
- you ask a question, and he himself expands the thought and understands that the problem must be solved as soon as possible, because the consequences will not be long in coming.

And when he realizes that something needs to be changed, you ask guiding questions.

The purpose of guiding questions is to point you in the right direction.
H:
If we continue to develop the topic:
— If you were offered the amount of the limit 2 times more, how would it affect your development, your business?
— What projects could you implement in the near future? e-
- If the interest rate was lower - what would you spend the saved money on.

These questions point you in a positive direction when working with your bank.
It’s quite difficult to immediately apply on the go - you need to prepare and I think that you will already have negotiations and meetings, I advise you to prepare yourself - take a blank sheet of paper and write out in order, what questions you can ask the client - situational questions, what questions you will ask probmatizing , what suggestive ...
be sure to practice - and if you manage to use this technique, then you will reach a qualitatively different level of negotiating with clients.

***
Conducting effective negotiations - progress at each meeting. This is the key to performance.
I think that all of you are planning meetings and goals - at least 1 goal to which the negotiation process should translate - you need not only whole but also progress. You need to get consent from the client for a certain action that moves you forward.
Even if you met with the client but did not reach an agreement to move a small step towards the sale, then the meeting is unsuccessful.
Be sure to plan for yourself at least a small progress - that will move you forward. It is not always possible to reach agreements. But you can take small steps, you can hold several meetings and each will move a little bit towards the deal - then you will soon attract a client.
What can be considered progress? you met, got to know each other and agreed to leave a preliminary application for a loan ... at the next meeting, for example, you already took the documents for the client for a detailed analysis - photographed the business and advanced 1 step. And thus, in small steps at each meeting, you need to get this result.

If the promotion of free projects is a specific calculation of the conditions for implementation.
At the next meeting, we discussed the calculation and not only agreed on what the client would think, but also some other step.

For instance:
- agreed on the collection of documents for opening a current account. - and then tie employees to a salary project.
Plan your progress before each meeting.
Progress is the art of selling. Some managers meet every time they don't plan to move forward. But they are marking time and customers fall off.
If you set small goals and move forward in small steps, you will eventually come to a result.

Equality - communicate with the client on an equal footing.
No need to bow down to the client. You don’t always have to be with an outstretched hand and pay something - you need to be an equal partner and the client should feel it.
Nothing scares off a client like a salesperson with an outstretched hand who wants to issue at least some product to a client. This immediately scares off customers and they feel it. Try to communicate as equals. If he refuses - nothing terrible will happen - there are many clients with whom you can work and who will be happy to cooperate in your bank. We need to communicate as equals. When you have fulfilled your plans, when everything is OK with sales, when you do not beg, then it is easier to sell, and sometimes it is so accelerated that it is difficult to stop the flywheel. the plans are fulfilled and the clients are all coming and being attracted. This is psychology and you need to build your communication on an equal footing. You don't have to speak high. You are partners and you have a high-quality and interesting product that satisfies the needs of customers. And he can either agree or choose another bank.
You don't have to be disinterested. You have to be customer-oriented. you should try to help solve the problems of customers, but this does not mean that you need to beg someone.
You can ask - we have such conditions .. tell me - you are interested. no need to immediately start selling, no need to pull orders, etc. - no need to act as a petitioner - communicate on equal terms.

***
PPO - after-sales service.
We have already considered this point in the video course - how to quickly increase sales in a bank - it is very important to interact after the sale. This is the art of selling. Many managers forget clients as soon as they have attracted them to the bank.
Because loyal customers will come back to you again and again - and this is a great source of recommendations. Call and remind - maybe someone was interested in obtaining a loan - maybe we can contact him and then let him make a decision. If at least 10 clients who will give recommendations, you will have excellent bases for development.
Keep track of customers, inform about promotions. and it is not necessary to offer something to draw up. It's me, your personal manager, I'm glad to hear from you - we have a new product. I'm calling you just to let you know what this product is. would you be interested? here you are acting as an informant and consultant, you simply inform him. Clients receive information in an unobtrusive form.
Be sure to pay attention to after-sales service for beautiful sales.

KNOW your products. If the manager does not know the products that the bank has, how can he sell them? if you do not know the product line, it will be very difficult to sell it. When you know the products, you know better and customers feel it. You easily work with objections and know the strengths.
You don't need to know all the numbers, interest rates and commissions. you need to know where you can quickly see it.
It is important to know which products are intended for whom. Which products are compatible with each other. when you know the compatibility of products, you can have several products in parallel at once.
Often managers know locomotive products but don't know crossproducts. But in order to be professional, you need to easily find your way around the entire line. This helps to choose the best option and adds confidence.
Remember that for a client there is nothing worse than a floating and uncertain manager if you do not know the answer to the question - get out of the situation beautifully. You don't need to show your insecurities to the client.

The last point is personal sales skills.
Heroage skill is everything that allows you to grow professionally. YOUR personal sales skills. And no matter what position you work in, this is especially true for a sales manager. And for leaders too. Because sales skills are needed anytime, anywhere.
I advise you to attend trainings, seminars, read developing literature and, most importantly, gain experience. You have now watched the master class. Now we have analyzed many effective and interesting techniques. I advise not just to skip this information, but to implement it into work.
Even if 1 technique per day, then in 2 weeks calmly try out all the techniques on the park - which are the most effective and you will already build your work most efficiently.
Go ahead, love your work and sell beautifully and easily. The main thing is to always go ahead and deeply understand the topic.
About professional development. You will most likely have a lot of questions - and that's okay!
626

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

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

The technique is 100% suitable for retail business employees, however, in most cases, 80-85% is a sales technique, it will also be useful for small businesses and medium-sized corporate parties. This technique has the basics and inseparable concepts for managers of all directions, all those involved in the sale 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 to maintain a deposit portfolio, but also give a hint on how to work with new clients.

Today, we will look at the universal sales script, a universal sales technique for banking products that 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 training "Active sales", but with special remarks, because many managers do not understand important points, and senior managers or directors of departments miss this “misunderstanding” and let everything take its course.

The first is the first. Clearly understand what is selling and what is service.

Operational work in banks has one 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, nevertheless, 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 selling 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 came first? I will answer you - you should not focus on this, since in life, the order of service and sales is not clearly lined up. The championship in the event can be occupied by both service and sale.

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

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

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

The funnel of potential customers in a simplified form consists of:

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

Service- service (maintenance) is primarily a long-term relationship with the client. The quality of service, as well as the quality of relationships, encourages your client to get to know your bank better. To the extent of certain circumstances, the sale of the "product" has already been, or he has a desire to purchase your product as a result of viewing advertising (like love at first sight), - now, during the service: processing a loan, deposit, cash transaction - you must justify " customer expectations" to match the "picture" with: 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 indicator cannot be lower than 2.5 (at least 2 products per client).

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

Let's look at a specific example, the simplest example that occurs in our everyday life and is 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 commodity loan, in a network of household appliances stores - without interest, without insurance (due to high competition), the client refused the "gift card", will not use the Internet bank, he issued an installment plan for 10 months, the only thing he pays is 20 UAH per month for SMS informing and maintenance of a credit account. This customer has 1 product.

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

In general, maybe from the "network of household appliances" - the bank receives the main income, but from the client who took the installment plan - no. I don’t want to consider cases that are often talked about: the bank hopes that the client “gets into trouble” and, failing to meet the deadlines, will pay an increased percentage, that banks specifically remove installments from a credit card so that the commission from payments is charged with a commission ...

Let's agree that everything is correct, the client understood the conditions, and does everything correctly - so the profitability from such a client - who took the above installment plan for the goods 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 the task of "telemarketing", 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 complicated case, but it does happen. What is a department manager to 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 describe why we use specific phrases and a specific order in our script.

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 finished serving the "acting" client. He looked up at the newly-entered customer, apologized to the customer he was serving, greeted the newcomer, and invited him to sit down to wait. (it's right to do so)

Not having "simple patience", the client who came in and was asked to wait a little, began to study the stand placed on one of the walls of the branch, hoping to find an answer to his question. At this moment, our manager was released, and before starting the service, he has to “call out” to the client - to draw the client's attention to himself.

First stage: Greeting the client for all requirements:

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

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

Customer:- Good afternoon, call me Pavel Lukich (now you are familiar and greeted each other)

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

Manager:— Pavel Lukich, what question are you interested in? (At the first opportunity, address the client by name - first of all, you personalize your question, the second useful moment, you address the client by name - the name is given by parents and it is pleasant for every person to hear it, in addition, you address the client in this way how he positions himself: Pavel Lukich, if he says "Pavel" - call "Pavel", if "Lukich" - feel free to use it - this is what the client requires. 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 himself nevertheless voices - “... I have a problem with ...” - rephrase in your answer: is this an interesting question or is it tough question, good question...).

Customer:- I arranged the goods in installments, there was a girl from your bank who issued 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 turned to the right representative of the bank, and now the client knows that they will now deal with his issue, note that this knowledge is Important for the client If the manager does not do cash transactions, you do not need to say: - "I do not do cash transactions"; - "To you at the cash desk"; "- and other verbal garbage! You need to understand that the service is based on cross and up-sell, for this you need to get acquainted, get to know the client - for this you need to invite him to sit down with you)

Customer:- Great, then I'll come to you, here is the contract that they gave me in the store, where the details are indicated and everything that is there ... will be needed.

Manager:- I see Pavel Lukich. You are well prepared and prudent! Having props will allow me to be even faster! (praise the client at the first opportunity - using the “You are OK! I am OK” technique, it disposes the client 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, we leave all other points and clarifications for the next stage.

Stage Two: Identification of needs

A lot of managers make a "total" mistake. Invalid error! They believe that the needs of the client can be clarified at the first stage, moreover, they just think that all the client needs is to pay for a loan, or any other operation. Sometimes I can’t understand why when trainings are taught to do Cross-selling, no one explains this, just as they don’t explain that the bank has a strategy - Up-sell (it actually gives one service for free - in order to attract a service that is paid or profitable for the bank ).

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

Customer:- Yes! Of course Eugene! Ask!

*Reactance is a term from the Sales Technique "Compliance Professionalism" or "Creating Artificial Scarcity". The thing is that each person tends to protect his "personal space", his "freedoms and rights" - the boundaries of which each has his own. As an example, some people, quite freely, without resistance, can tell the reasons for their successful well-being, while others, during such a question, will go to the bloc - with a single thought - "... why are you asking me about this ..."

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

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

Customer:“I don’t have anything else with you, only this installment plan!”

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

Customer: 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, because I asked permission to ask you questions, and I need it in order to make your service quick, simple and comfortable, just for this. (Like this, the manager appeals to his “permissible right” to ask questions)

Customer:- I am served in Privatbank, I receive a salary and a pension on the card there, I still don’t understand why you need to know this? (Please note that an appeal may not be enough for a client, he needs an additional explanation. And now I will tell you how to calm a client down with a simple “home-made”! In fact, 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!

Customer:- 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 suits me completely. I just liked the terms of interest-free installments, without insurance, and I decided to take advantage of the offer of your bank. Will you give me a receipt? How much should I pay? Give you money? (Many managers find themselves in this situation - the client obviously believes that he is in control of the situation, and stands in a specific “block” - not intending to buy anything else, he puts pressure on the manager with the situation).

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

Manager:- Pavel Lukich, I heard you, I printed the receipt!

It's time to take a flyer, in our case, this is an advertisement for a "bundled" debit card. (Essentially, the manager is not able 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 defocuses from his defense and focuses on the booklet / advertising in the hands of the manager, from the very first moment the client sees the brochure - on a subconscious level he will be interested in a new subject - at the moment when you start your "cross" - the client will receive a visual picture of your words.

Manager:— Pavel Lukich, I am not suggesting that you draw up anything, I am simply obliged to acquaint you with 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 buying the product, but emphasizes that the information is very important, profitable, and most importantly, interesting).

Customer:- Okay, I just ask you to hurry, I don’t have much time, I left for lunch, and I still have time to return, and I have a report to go far.

Third stage: Presentation in case there is little time

Pay attention to the fact that "reactance" actually helps the manager a lot, because the client did not guard his perimeter - but went on a counterattack (we will call it - "springed"), he revealed to us a "military secret", told us everything he could. We realized that there is no clear need for a new banking product. In fact, the client's need is not for a banking product, but for time. He needs to sell not a product! He needs to sell "time"!

Manager:- in fact, in order to pay by your 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's completely free. You do not waste time and money on a trip to the bank, and do not have to wait in line.

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

Customer:- Eugene, this option does not suit me, because I keep receipts with wet seals so that I can prove that I made payments on time and in the right amount.

A little work with objections:

Manager:— The payment that you make using the Internet Bank can be certified with the seal of the bank, 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 promotional booklet that I will give you with me.

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 the Internet bank, and then my colleague confirms them with a stamp - this way I pay for services without a queue and commission.

Do you have a pile of receipts? You really do it 🙂 Show the receipts to the client!

Customer: When will I pay off the loan in full? Will you need to go to the bank?

Manager:- It is not necessary to do this, firstly, you will receive an SMS that the loan is closed, and secondly, you will see information about the closing in the Internet bank.

Customer:“Okay, I’ll think about it, anyway I don’t have time for registration, 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 even force the client to take the promotional material. How to do it? I can suggest you two ways:

1. Sign the booklet: Pavel Lukich from Evgeny - as an example (that is, you personalize the advertising material)
2. The most impudent Option is to sew a stapler to a payment receipt - 70% of customers do not oppose this.

Fourth stage: Product sales and clearance:

Manager:- Would you like to arrange a meeting?

Customer: How long does it take to issue this card?

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

Customer:- Ok, let's do it now. And show me how and where to go and how to pay.

The payment card is an anchor product, we have done 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 is not increased. However, we were not selling a product - we were selling time for a client and the client does not yet know all the benefits of the card. During registration, you can tell about additional benefits, such as:

• Fee for balances 10%
• Cash Back for purchases - 3%
• Free withdrawal at 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 Cash Back is interested, we will receive the client's transactional business or money transfers.

Customer:- Super! Invested in the specified time!

Manager:- Pavel Lukich, pay attention, 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 have any Questions?

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

Manager:- It was a pleasure 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 have a comfortable and fast service - they showed the level of service.

What followed? That's right - a new sale! We did not sell the product, we sold the client what he lacks - time!

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

If the client is a potential one, in other words, he does not yet have a single banking product, the script will not change much during the “first sale”, you 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, the easier it is for us to work with him from the very beginning), actively listen to him, if you initially build a trusting relationship with the client, he will reveal all his expirience to you - you will know his preferences and his values, because you will obviously have something to offer.

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

Good sales to you! Evgeny Savostin, specially for the section Interns and Masters.

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

Competitiveness. Now there is a huge competition in the financial services market and it is very difficult to offer something original. And sometimes it is simply impossible - the introduction of any innovation is expensive, and copying successful experience is elementary.

Complexity. As a rule, such products are complex, have a large number of implicit items. At the same time, most potential customers have low financial literacy, which they are well aware of.

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

All these features are potential questions that will interest the client. On all these features objections and doubts will be based.

Registration (sale) of a credit card

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

I am already using a card from another bank

Many people today 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 at the time of first use and may be in your wallet until that moment” or “we have a large points accumulation program” and so on.

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

1. Listen to the client

This can be a daunting task - the need to be silent for just a few moments can seem lingering. And sometimes you really want to rush to “persuade” the client.

2. Accept 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 best option for yourself.

3. Ask clarifying questions

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

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

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

— If I show you the benefits of our card, are you 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 much more specifically about the benefits.

—

Important - we voice the proposal to proceed to the design. You should not expect initiative from the client 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 credit cards are even afraid.

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

1. We listen to the client

All as in the example above.

2. Accept objection

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

3. Ask clarifying questions

— Tell me, have you ever used credit cards? And want to understand the difference between a credit card and the one you use?

The client will definitely issue a credit card, if only there is a need for it. For example, a situation when there is not enough money before the salary. A client with a credit card can avoid having to borrow from friends. Asking about it can create a need.

— Tell me, have you ever had situations when you urgently needed money, and there was some time left before the salary? What did you do in such situations? Is it always convenient to borrow money? Are you curious to know how to avoid similar situations in the future?

Questions are the most powerful sales tool. Those questions that we cited above lead the client to think about a specific need. If we tried to do this in the form of statements, we would get new objections. And so the client himself came to a certain idea.

4. Finding 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 design?

5. Argumentation

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

6. Check accepting arguments

— Did I manage to dispel your doubts? We make out?

The client is negative

The client as a whole has a negative attitude towards the bank as a whole. He has a bad experience in your bank or any other and the client is not willing to even listen to any offers of banking services.

1. Listen to the client

We give the client to speak, to fully voice their thoughts.

2. Accept objection

— You have touched on an important topic.

3. Ask clarifying questions

— Tell us 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 of the client, then we can go back a step and accept this reaction.

2. 2. Accept objection

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

4. Finding out the truth of the objection

— We constantly strive to improve the quality of our services. If I talk about new features, are you ready to check out our other offerings?

5. Argumentation

We listened to the client, joined him, accepting his objections. And the client himself gave prior 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 accepting arguments

— Have I managed to change your mind about 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. Client motivation

Often, 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 motivational tricks.

Is free

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

But nothing is just “free”. Otherwise, it may only raise unnecessary questions. There should always be a reason for the freebie, such as a promotion for a limited period.

The reason for free may be the most unusual. For example, you can simply specify something that is always free by definition. Getting a credit card is free. But you can just point it 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 will be an offer that does not oblige the client. For example, you might suggest that a customer simply try applying for a loan. Even having received prior approval, the client can refuse. Or maybe not give up.

Share in social networks So, again about the objections of customers in sales. You have probably heard more than once about...