Recently I purchased a television. I had done some research ahead of time, but standing in front of 50+ televisions all flickering at me was a little intimidating. I began to question myself. So, when the salesperson approached me, I asked about LED, LCD, and Plasma. I asked, what does dpi mean? He appeared very knowledgeable in his responses and did not act as if I was the 10th person to pose these questions in the last four hours. He asked me some questions about where I would watch TV and what I would use the television for. Finally, I asked him, “I have narrowed it down to these two televisions. Which one would you buy?” Without hesitation, he told me his choice and why, and it wasn’t the most expensive of the two televisions. He sold me the right television for my needs without worrying that the other would have added to his sales for the month. He did what was right.
I highlighted a few of the phrases from my experience, as I think they are wonderful reminders to us as we are dealing with clients, members, or prospects. We should also keep a few things in mind:
- People who are not in financial services can be intimidated by the wide range of products we offer. And even if they aren’t intimidated, we should consider that, no matter how knowledgeable they are or may have been in the past, the rules and regulations change quickly and often.
- We need to be knowledgeable yet clear in our responses. That means we should avoid jargon and details that could be confusing. Having patience with those who have questions and concerns can build rapport and lead to retention of clients and members.
- Being consultative will allow us to determine the correct products and services for the person standing in front of us. For example, we can ask questions about how a person uses their checking account, or when they plan to use funds they are investing in a certificate of deposit.
- Making proper recommendations will provide financial benefits to the client or member, allowing them to make or save money, borrow money, protect their money, or save time in their banking.
The bottom line is that doing what is right for the client or member is the ultimate form of service.
Cynthia Whitmer Griffith is a Performance Results Network Results Consultant for Community Banks and Credit Unions at Cohen Brown Management Group, Inc.
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