One of the biggest challenges marketers in the financial industry face is gaining the employees support. Many in the banking industry view their jobs as transactional based, not sales based. So when you ask your front line employees to start “selling” it can become overwhelming, intimidating and even scary for some. How do you change it? You have to start with changing the behaviors and mentality about “selling”.
Start by eliminating the word sales and replace it with helping members or building relationships. Removing the word “sales” and replacing it with a more positive word will alleviate some of the negativity and resistance to selling.
Have your employees do daily member audits. The challenge is to find products and services that will financially benefit the member. This will train your employees to automatically look at the potential ways they can help members every time they pull up a screen or a member is in front of them.
Focus on how your members will benefit from your products and services; not how the business will benefit. The majority of your front line people view their employment as just a job; there is little “buy-in”. When you want to increase the results of an initiative speak about how the change will benefit the employee and the member, not the institution. This will give employees more motivation knowing they are doing something for them or the members.
Changing behaviors takes time. Changing the culture within your institution takes even longer; so don’t try to do it all in one day, take baby steps like the ones above. Another great resource is the book “Hug your Customer” written by Jack Mitchell. Jack goes into detail about the importance of building relationships and gives more techniques on how to build your culture.