TOPIC 3. SALES METHODS
BANKING PRODUCTS AND
SERVICES

Sales rules and principles:

1.
If you own the information, you own the world!
2.
Sell ​​the solution to the Client's problems!
3.
Take responsibility!
4.
Find a remedy, not an excuse!
5.
Just do it! Always, under any conditions!

Rules for effective sales of banking products:

1). Selling banking products is the skill of a personal manager. There are a number of techniques
sales techniques, which on their own cannot move forward without the appropriate skills,
therefore, the manager must constantly improve his skills.
2). Selling starts with knowledge. The manager needs knowledge about the bank's clients and their needs
business. To do this, you need to communicate with people, visit enterprises, and make acquaintances.
The manager must know about the banking product or service, that is, the manager must find
advantages of your banking product over similar products of competing banks.
The manager must have information about competitor banks, the manager must know the strengths and
weaknesses in the activities of your bank.
3). The manager must be able to “listen” to the client. The manager should not talk more than 45% of the time, and
should listen more. It is necessary to ask questions and determine the client's needs. If the client
If you fail to get him to talk, then as a result the manager will not know what the client needs and, accordingly, how
solve his problem.
4). The client does not buy banking products, but benefits, therefore, when presenting banking
products, it is necessary to talk about benefits, that is, about those properties of the product that are
significant for client choice.
5). The manager must be able to mentally put himself in the client's shoes. For example: for the director
For a trading company, it would be logical to assume that it would be important to ensure the safety of money,
6). Price should not be the goal of negotiations. So, if the conversation begins with determining the price, then how
As a rule, if a deal is concluded, it is concluded at the lowest price, so it is better to first
interest the client, give him the opportunity to discover benefits and understand the value of banking
product.
7). The manager does not need to sell banking products to clients, but suggests a way to solve it
problems, It should be noted here:
-clients do not like having services imposed on them;
-What suits one client may not suit another.

3.Methods of selling banking products and services

I
Method based on
satisfaction
existing needs and
client requests
II
Formation method
needs and requests
client

I. The method, based on satisfying the client’s existing needs and requests, is used in two cases:

Firstly
Secondly
when the client and manager have already installed
trusting partnerships and manager
has information about the client’s activities,
problems that concern him;
when a client belongs to a certain group
enterprises with the same profile and
needs.
The use of this method involves
careful study of the activities of the enterprise,
his financial and credit history, plans
development and production, etc. Knowing the client's business,
state of affairs at the enterprise, personal
the manager clearly establishes the change
needs and offers a solution.

II.The method of forming the client’s needs and requests is the most complex and requires special skill and knowledge. First with

with the help of skillfully formulated
By asking targeted questions and actively listening to the manager's answers, true interests and
client's business needs.
This is achieved through the use of technology of open and clarifying questions, techniques for presenting positive
signal or reflexive listening techniques. Then, using the summarizing technique, the problem is formulated and
a solution is proposed.
Revealing
needs
by asking
questions + method
active
hearings
Reception
summarizing
Problems
Solution option
Problems

OPC sales methodology (scheme) Features-Advantages-Values

OPC sales methodology (scheme)
Features-BenefitsValues
The essence of this technique is that it is not for sale.
as much banking product as
way to solve customer problems

In this case, the bank manager acts as a good adviser, assistant and consultant to the enterprise.
The OPV scheme is developed based on a clear understanding of the benefits and values ​​that
embedded in banking products and services and are of undoubted interest to the bank client.
A distinctive feature of drawing up classifications is that each characteristic
banking product, services correspond to the advantages and value of the product.
This technique is most successfully used in personal sales, when the client initially
is not ready to use the bank’s services and it is necessary to work with it so that it can
make your own decision.
In order to be guided by this principle, it is important:
♦ understand what potential benefits are contained in a banking product or service;
correctly determine the client’s interests in order to interest the client at the presentation
this;
♦ use exactly those persuasive arguments that will help the client understand what benefits
he will receive by using the service.

Example of lending a credit line using the OPT scheme

Example
credited
and I
credit
lines
With
used
niya
OPT schemes

10. Task 1. Description of a banking product according to the OPT scheme

Peculiarities
banking product
Advantages
banking product
for clients
Banking values
product for
clients

11. Classification of collection services

Features of the banking product
Advantages of a banking product
for client
Banking product values ​​for
client
1. Money is deposited to the bank
For delivery and cash deposit
through their transfer
cashiers are not needed for the bank's revenue,
collectors who deliver and
vehicles, security
hand them over to the bank cash desk
Saving cash register time
employees of enterprises and individuals
accompanying them, on delivery and
depositing money in the bank. Security
continuous work of the cashier
enterprise due to the fact that its
functions for depositing money into the bank
carried out by collectors.
Saving enterprise costs for
maintenance of vehicles and security
to deliver money to the bank
2. Collection is carried out
Security is ensured
a special bank service that has
delivery of money from the enterprise to the bank
necessary equipment
Security of funds
The partner collects the proceeds
3. Cash collection allows for delivery
regardless of the bank's operating mode
revenue at a convenient time, flexible
Convenience
clients, including in the evening and at
graphics
weekend
4. Recalculation of cash proceeds
carried out 24 hours
Revenue coming after
operating time,
recalculated by night shift
cashiers
Timely deposit of funds
funds to the current account and
ability to make payments from 9
hours
5. Individual approach when
setting a price depending on
revenue volume and route
Payment for the service is carried out for the period
30 days
Saving money

12. Methods of selling banking products and services

Package offer
services
Cross selling
Co-branding
programs

13. Package offer of services

A package offer means
organizing the sale of a large set to a client
services in the form of a package or chain of cross
sales

14.

In this case, as a rule, the bank offers several
options for combining services included in the package
offer, and the client has a choice
specific package.
Characteristic features of the package offer
are preferential pricing for one or
several products included in the package, as well as
the opportunity to receive significant additional
services.

15.

Among Russian banks using bundling
services for promoting retail products,
The most famous programs are those of AlfaBank, Bank of Moscow and Citibank.
According to the bankers themselves, the main advantages for
client when purchasing a package of services are as price
factors (benefits when purchasing banking
products, various discounts for paying for one or
several services from the “package”), and the possibility
independently determine the composition of the “package” by choosing from
options offered by the bank.
As a rule, bank offers include
gift to the client - a credit card.

16. Advantages of a package offer for the Bank

opportunity to attract new clients through expansion
product line through a combination of various tools;
- increasing customer loyalty through providing
related products at discounted prices;
Advantages of the package offer for
Client
purchasing the most popular products and services
preferential prices;
-opportunity to obtain related products and services such as
banking and non-banking nature at preferential prices.

17. Disadvantages of a package offer for the Bank

1. The client begins to associate the bank only with this specific
service.
2. As soon as the need for the service disappears, the client leaves the bank.
3. The bank is forced to constantly be in conditions of price dumping,
focusing clients' attention on one service (clients unwittingly
compare the offer of a given bank with its offers
competitors).
4. The client selects service providers and allocates his needs
between them and spends more time moving, identifying
and so on.
However, as research shows, more than half of clients
indicate that they are interested in receiving all financial services in
one place. To realize this interest in a typical situation,
you just need to make a successful offer to the client.

18. Example of a package offer

19.

20. CO-BRANDING

[English] Co-branding] - joint placement on products
commodity
signs,
logos
And
promotion
brands
business owners
partners,
allowing
implement
advantages
partnerships:
provide
clients
additional benefits and comfort of their acquisition, and for partners
according to K. in this regard - to get closer to the client, increase loyal
audience, sales volumes, reducing network development costs
sales

21. Success factors of the CO-BRANDING project:

Success factors of the CO-BRANDING project:
thorough analysis of strengths and weaknesses
each partner brand followed by
combining and emphasizing strengths;
significant overlap (overlap) of compositions
primary and secondary target audiences of partner companies;

22.

For banks, co-branding has become an effective marketing promotion tool
payment cards and attracting new customers. Implementation of bank programs
trading, transport, entertainment, tourism companies is one of
directions for expanding the client base of cards - bank divisions.
The most famous in this area are bonus co-branding programs,
pioneered by Rosbank, which launched Beeline for subscribers
the Vee-Bonus program, and Sberbank, which implemented jointly with Aeroflot and
international payment system Visa first co-branding program
"Aeroflot-Bonus", and then the "Visa-Aeroflot" program.
Among the most famous bonus co-branding programs of banks and merchants are
service companies can be called the Raiffeisenbank program, payment
Visa program and the Malina savings program. As part of this program
Raiffeisenbank issues co-branded credit cards "MalinaRaiffeisenbank", which are also a means of payment for the system
Visa and a card of a participant in the Malina savings program. Interaction
is organized according to a standard scheme, when for any purchase using a card both in Russia and
and abroad, its owner is awarded points to a special bonus account,
which goods are purchased from the "Raspberries" catalog. According to the coordinator
project "Malina" by Anna Thomas, within three years it is planned to issue up to 350
thousand co-branded cards

23.

Another common type of co-branding program is
discount programs implemented by banks, international
payment systems and trading enterprises, services
service, cellular operators.
Discount programs include co-branding
programs that provide cardholder customers with discounts when
purchases at retail establishments - program partners, cultural and entertainment centers ("Thank you from Sberbank" program -
It's profitable to pay by card! Discounts at partner stores,
accrual of bonuses for purchases around the world).
Similar to bonus programs within discount projects
All participants receive additional benefits:
- banks develop their card business, acting as
issuers of plastic cards;
- clients purchase cards from leading payment systems and receive
benefits from participation in discount or savings programs;
- service enterprises - an influx of new customers and visitors.

24. CROSS-SELLING

25.

Up-sell - increase, literally “raising” the amount of sale. This
marketing ploy that motivates the buyer to increase
purchase amount.
Cross-sell - cross sales.

26. Cross-selling

Opportunity to sell the Client additional
banking product or service.
The key to cross-selling success:
Remember the client's motivation
Summarize for yourself everything the Client said during
time to handle objections
As a result, to create the most valuable for the Client
offer
Example:
https://www.youtube.com/watch?v=nTQX4zz9XwQ
0.0 – 5.10 (min)

27. Practice. Cross-selling

Client:
A woman of pre-retirement age, loves her grandchildren and
series. He wants to build a second floor in his country house, so
she came to the bank to apply for a consumer loan for
100,000 rubles.
The task of a banking specialist is to find out about the main problem/
customer needs, sell a solution to this problem and
CROSS-SELL additional banking products
(deposit, credit card, SMS notification, Internet banking,
insurance, debit card)
For reference:
The key to cross-selling success:
1. Remember the Client’s motivation for purchasing the main
product
2. Summarize for yourself everything the Client said
3. Formulate the most valuable offer for the client,
which will make the main product purchased the most
valuable

28. Customer service by a personal manager

29.

Personal manager - bank employee, main
the purpose of which is to establish and
development of long-term cooperation with
corporate clients on terms of trust and
mutual benefit, as well as ensuring partnership
relationships based on good knowledge, market business processes and customer development plans.

30. Personal managers must meet certain professional requirements:

1). Distinctive properties (specific personality traits):
a) Empathy - the manager’s ability to assess the situation from the client’s point of view, to put himself on
his place.
b) Ambition - self-esteem, is inextricably linked with the successful completion of the task received
or performing a specific activity.
c) Fortitude (resilience) - the ability of a manager to quickly recover from failure.
d) Self-discipline, intelligence, creativity, flexibility, independence,
persistence, exactingness, reliability.
2).Abilities:
a) Ability to communicate;
b) Analytical skills - this is due to the fact that when working with a client, the emphasis is on
consulting work in the sale of banking services. To do this, the manager must own
information about the client, his financial condition, problems and needs, as well as about banking
products, their profitability and benefits for the client;
c) Organizational abilities;
d) The ability to manage your own time - this point is closely related to the previous one. Manager
should spend most of his time on clients who are more promising
jar.
3). Erudition is the possession of special information, knowledge, that is, managers must
have information not only about your clients, banking products, about the bank as a whole, but also about
competitor banks. The manager must know the technology and methods of selling banking products,
successfully cope with the presentation of banking services and influence client decision-making.

31. Main responsibilities of a personal manager:

1. Study banking products, their advantages, values, constantly
improve knowledge in the field of banking technologies.
2. Have analytical information about the client, his business, problems,
key workers who make decisions or form opinions
manager, understand the client’s business, study his needs and needs.
3. Ensure constant contact with the client via telephone
calls, correspondence, organization of presentations, negotiations.
4. Inform the client about traditional or new bank services that
may be useful to his business.
5. Solve clients’ business problems, find options, service schemes,
beneficial for both the client and the bank.
6. In the process of presenting banking services, interest the client
the profitability of the service and the possibility of benefiting or profiting from it
acquisitions.
7. Motivate the purchase of a service by asking the client to do the right thing
selection of a favorable form and conditions for its provision.
8. Master sales techniques and methods, be able to form product values
in terms of meeting customer needs.
9. Successfully complete negotiations with the client by agreeing on specific
actions and activities in relation to the service offered.
10. Know the history of the bank, its competitive distinctive characteristics.

32.

Tasks:
1. Conducting business analysis. Determining the needs of business and existing clients for banking services.
In this case the functions:
- creation and maintenance of an information base about clients
- studying the needs for banking services
- development of commercial proposals based on these needs
- monitoring, establishing feedback with the client.
2. Establishment and development of long-term partnerships based on mutual interests.
In this case the functions:
- development of long-term cooperation plans
- drawing up marketing plans for a group of clients - volume of sales, services, income, etc.
- assistance in establishing relationships with other bank clients
-creating demand for banking services
-building partnerships with each client
-constantly informing the client on issues related to his business and the bank, conducting correspondence, holding business meetings, congratulating
clients with anniversaries and holidays,
participation in representative events
-development of individual service plans
-providing consulting services to clients
-representation of clients’ interests in business departments and committees of the bank
-monitoring, customer surveys to determine satisfaction with banking services
3. Implementation of a long-term plan for cooperation with clients.
In this case the functions:
-carrying out activities in accordance with the long-term plan for the development of partnerships with the client
-organization and promotion of bank services in rubles and foreign currency
-monitoring the cash flow of clients, offering convenient schemes for placing funds
- support for the implementation of banking products and services
-carrying out preparatory work before meeting with the client
-after-sales care, that is, finding out the client’s opinion about the quality of services and maintenance
-monitoring the effectiveness of activities carried out according to the plan, determining the profitability of clients
4. Attracting priority potential clients.
In this case the functions:
-carrying out systematic work to attract contractors for services
-carrying out work to raise funds
-attracting potential clients available on the market
5. Planning the manager’s work and reporting.
In this case the functions:
-work planning for a week based on long-term plans for the development of cooperation with the client
- weekly report to the head of the department
-report on failure to fulfill the main tasks
The introduction of the institution of personal managers in a bank can be difficult due to:
1. high mental load, high requirements regarding knowledge of bank products and services of competing banks
2. psychological difficulties (there are times when it is difficult to find an approach to the manager or chief accountant of an enterprise and, in connection with this,
you have to spend a lot of time and effort)

33. Use of information technology in the sales system of banking products. Remote banking: systems

"Client-Bank" (Internet banking, on-line banking, direct banking, home
banking), Telephone-Bank systems (telephone banking, telebanking, SMS-banking), devices
banking self-service.
Analysis of foreign sources allows us to highlight the following areas
innovative development:
1. Development of a “multi-channel banking system”,
combining traditional technologies and new tools:
a) self-service
b) remote maintenance
c) use of the Internet
d) call centers
e) highly qualified individual consultations.
2. Virtual banking and financial technologies: banking management
account, cash payments, electronic signature, conclusion of contracts,
financial organizations (exchanges, banks).
3. Integrated use of new information and communication technologies
technologies for electronic and mixed (traditional and new) marketing.
4 Collection, storage and analytical processing of internal information. New
internal control and audit capabilities.
5. Changes in the qualifications of employees: product - manager, consultant,
transaction and advisory specialist.
6. New banking products (services) based on new technologies.
7. New self-service machines (mono and multifunctional,
informational).

34. “Client-Bank” systems (PC-banking, home banking)

Systems accessed via a personal computer. Bank at
this provides the client with technical and methodological support during installation
systems, initial training of client personnel, software updates
and supporting the client in the process of further work. Client-Bank systems
provide full settlement and depository services and maintenance of ruble accounts
and foreign currency accounts from a remote workplace. Client-Bank systems allow
create and send payment documents of any type to the bank, as well as receive from
bank account statements (information about movements in the account). For safety reasons,
Client-Bank systems use various encryption systems. Usage
"Client-Bank" systems for servicing legal entities is still one of the most
popular remote banking technologies in the Russian Federation. Client-Bank systems
are fundamentally divided into 2 types:
1.1 Bank-Client (thick client)
Classic type of bank-client system. On the user's workstation
a separate client program is installed. The client program is stored on the computer
All your data, as a rule, is payment documents and account statements. The client program can connect to the bank via various communication channels.

35. Internet Client (thin client) (On-line banking, Internet banking, WEB-banking)

The user logs in via an Internet browser.
The Internet Client system is located on the bank's website.
All user data (payment documents and
account statements) are stored on the bank's website. Based
Internet Client can be provided
limited information services
functions.

36.

Art-banking (eng. Art-banking) - financial and consulting support
investment in art. A new service that has appeared on financial markets
world at the end of the 20th, beginning of the 21st century.
Most large Western credit institutions allocate within their
divisions focused on working with VIP clients with portfolios ranging from
500 thousand euros, art advisory departments. This service has been available in Russia for several years now.
offered by departments of the largest credit institutions, including
Gazprombank, UralSib, VTB, etc.
This service is designed for both corporate and private investors.
The range of services offered is diverse and covers the following areas:
· consulting on the formation of investment-quality collections;
· analysis of collections or individual objects of art;
· consultations on collection selection, management and long-term
maintaining their value;
· examination of the authenticity of a work of art;
· restoration and storage.

37.

Direct-banking is a bank without a branch network. He
offers the following types of RBS:
§ Telephone banking;
§ Online banking;
§ ATMs (in rare cases);
§ Bank mail;
§ Mobile banking.
Excluding expenses associated with organizing a branch office
banking networks, virtual banks can offer more
high interest rates on deposits lower
service charges than their traditional competitors.

38.

Telephone-bank systems (telephone banking, telebanking, SMS-banking)
Telephone banking is a type of remote banking
service in which the client receives banking services through
using phone capabilities. Using a telephone banking system
the client can receive both information services from the bank and manage funds
on your accounts.
A telephone banking system can be implemented in two ways:
1. communication between the client by telephone and the bank operator who receives calls on
a specially organized workplace (call center, call center, etc.)
2. interactive voice interaction (IVR), allowing the client to access
bank services via telephone without the participation of an operator.
The emergence and development of mobile communications has led to the emergence of another method
implementation of telephone banking, called SMS banking, in which
information services and the ability to manage clients’ accounts
carried out by sending SMS messages from your mobile phone.
SOURCE http://studopedia.org/3-6519.html

39. PRACTICE 2.

ANALYSIS OF BANKING PRODUCTS AND
PACKAGE OFFERS

The last stage of product-market adaptation is market-to-product adaptation.

Clive James

Types of sales channels for banking products

Mass sales under the “financial supermarket” scheme involve servicing a large number of clients with similar consumer preferences and conducting similar banking operations. Retail sales, as a rule, are carried out stationary and require the creation of a wide branch network. In this regard, the main risk of direct financial losses in the retail business is the failure to fill with the required volumes of banking operations the capacities that are created for this business (banking infrastructure: branches, representative offices, acquiring, registered cash desks, processing, POS terminal equipment, etc. ). If this happens, then we can talk about the weak work of the bank’s marketing services, which poorly researched market segments and were unable to stimulate demand in the volumes necessary for the retail business.

For example, to develop the card business, the annual issuance volume must be at least 1 million cards and at the same time, at least 100 thousand transactions must be made on them per month. The minimum profitability threshold for express loans is at the level of 200 thousand consumers, and for the SMS banking service - 100 thousand users. Thus, the basis for obtaining sufficient income to maintain the required level of profitability in the retail banking business is turnover on customer accounts.

The main problem of retail sales is the creation of a system of high-quality cost management at all stages of the life cycle. Due to the high initial costs of creating a sales infrastructure, it is especially important for the “financial supermarket” to create accessible and cheap products. However, many retail banks are overly keen on expanding their product range, which leads to another problem: the created products do not find demand, and attempts to impose them on customers have a bad impact on the bank’s image. In the retail banking business, the sales manager needs to instill the psychology of a large supermarket salesperson. A wide range of services allows us to fully use the principle of interchangeability and complementarity.

Targeted (individual) sales under the “financial boutique” scheme involve searching for specific groups of clients and exclusive forms of service. The small number of transactions and relatively low initial costs require that sales managers focus on obtaining high margins from the sale of individual products. For example, the minimum threshold for profitability in a “financial boutique” for cash settlement services can be 15-20% of costs. The main risk of the individual form of selling is the loss of a client.

An example is the Trade Finance Bank (LLC), which positions itself as a unique institution in the financial market. The bank's mission is to increase the value of clients and the bank itself in mutually beneficial cooperation, which is expressed in the slogan “The art of increasing values.”

The main criterion for the bank's activities, which is aimed at developing various forms of service using financial boutique technology (the term Private Banking is more often used), is quality, which is achieved through uniqueness, reliability and efficiency.

Due to the growing demands of individual clients for the quality of service, banks developing a Private Banking strategy are expanding the standard range of services, which includes:

• Personal management.
• Service in a separate room.
• Financial and tax consulting.
• Access to forex transactions.
• Opening of metal accounts.
• More favorable rates and tariffs.
• Real estate transactions.

Based on product characteristics, the following sales methods can be distinguished: single sales, bundling, cross-selling, cross-selling. Single sales involve selling a product of one name, for example, opening a current account or obtaining a loan. Single sales can complement an already used list of products or be a separate planning object for trial sales.

The most popular strategy today is the packaging of banking products, which can be widely used both at the level of the head bank and a specific sales office. Package selling involves considering available products as individual items in a catalog of interrelated services and allows you to identify and create a set of products that would fully satisfy the client’s needs, thereby guaranteeing the best interaction with him.

The package may include seasonal products (tax payments, holiday deposits, construction loans). For example, if taxes are paid periodically, you can offer advance payment. Banks have adopted the annual introduction of seasonal deposits with a flexible interest calculation system. In case of early withdrawal of the deposit or part thereof, the interest varies depending on the period of actual presence of the funds in the deposit.

The quality of the product is directly related to the quality of service and implies, first of all, a link between customer expectations and what the bank can offer. The concept of sales effectiveness thus includes such a complex concept as a friendly relationship with the clientele, and this element can justifiably be included in product packaging technology.

In table 4.1.1 provides examples of traditional packaging of banking products for individuals at the branch level.

Package sales technology requires an appropriate professional level of competence (knowledge of the bank’s product range, the ability to present the products offered, assistance in their use), communication skills (attention, politeness, courtesy, ability to win over).

Table 4.1.1

Examples of traditional packaging of banking products for individuals at the branch level

Ability to maintain long-term communication (for some clients and types of purchased services, the period of communication is longer than for others), respect the place and hierarchical level of communication (for VIP clients, the participation of a manager is required, the provision of a more comfortable environment), the use of necessary regulatory requirements (appearance , communication with clients, etc.).

In the practice of many banks with large branches, use a method such as sales crossing.

Cross-selling is the offering of related products to the clientele. Along with this, products that have already been consumed can also be replaced, and new products can be offered in return (cross-selling). This strategy brings good profits and allows you to achieve an advantage over competitors. One of the main conditions for the success of this method is the logical construction of the product range in relation to customer requests. Products must be interesting and attractive to the client and included in a package of services that can be offered for sale at any time.

The list of related and interchangeable products for clients not yet attracted, but significant for the bank, may include those products that the current clientele does not use, but may be interested in in the future.

This strategy allows you to plan sales and make optimal use of bank resources. It also allows you to better understand consumer expectations and evaluate the market. Another important aspect of cross-selling and cross-selling is the competitive advantage that results from it. The client feels that his most diverse requests for banking products can only be satisfied in this bank. For example, if a client buys traveler's checks from a bank, he may be advised to purchase accident insurance during a trip abroad. The strategy of package and cross-selling allows you to establish stable and long-term relationships with customers and increase the share of loyal customers.

To develop and implement a strategy for gaining greater clientele trust, the bank needs to create an effective information system. The sales office must have access to all information about the client: type of relationship with the branch, number and types of products consumed, qualitative and quantitative turnover, main types of demand for banking services, etc. Having such information, it is necessary:

• 1. group information for each client segment;
• 2. prepare a package of products for each client for subsequent cross-selling.

Direct selling is associated with the initiative of the seller, who addresses his offer directly to the client at his location. The volume of direct sales is constantly growing and in a number of European countries already exceeds 50% of the total turnover (in Russia, according to some estimates, no more than 1%).

Direct selling is the most difficult type of selling and requires the seller to master the art of negotiation. The importance of direct sales in banking practice will increase for the following reasons:

• 1. Expanding the network of sales points for banking products and increasing the concentration of clients who have the desire and ability to contact bank managers.
• 2. Gradual transition from passive forms of interaction with the client to a relationship management system. The goal of such a system is not to conclude a single transaction, but to build long-term relationships with the client.
• 3. Growing trust on the part of clients in personal management and increasing requirements for individual service.

All this requires advanced training of bank front office staff and, first of all, client managers. The scope of direct sales is large clients, individual service, complex banking products.

During the period of growth in retail lending, various types of “linked lending” are very popular, when the purchased product serves as collateral for the loan. This type of lending is called POS lending.

POS lending (POS - Point Of Sale) can be defined as a direction of the retail business of banks, providing for the issuance of loans for certain goods directly on the premises of a retail enterprise. Mobile communications and computer equipment have the largest share among high-demand goods.

Among the banks that actively worked in the POS lending market during the period of development of consumer lending, Alfa-Bank, Russian Standard, HKF Bank, OTP Bank, Rusfinance Bank stood out.

The availability of the loan (the decision regarding the execution of a linked loan is made by the bank within 15-30 minutes, and documents confirming income are not required) and the relatively small size (about 20 thousand rubles) lead to increased risks, so banks set interest rates higher than market ones and receive income higher than with conventional lending. This explains the intensive growth of POS lending in Russia since the mid-2000s. until 2014, when the economic downturn began.

The decline in bankers' interest in the POS loan market is quite natural. The potential of such loans is largely limited by the list of goods and services that can be sold through credit schemes. In addition, in POS lending it is extremely difficult to use various online services that are actively developing at present.

The changing economic situation and increasing instability in the banking system forced banks to reorient their sales strategies towards credit cards and the development of POS lending in online commerce. Since 2011, the credit card market in Russia began to grow rapidly. This is due to the arrival of the largest issuer of payment cards on this market - Sberbank of Russia, which, in addition to overdraft cards, began issuing revolving credit cards of various payment systems. To issue them, Sberbank of Russia simplified the current procedure for issuing credit cards and introduced a scoring system.

The second area of ​​consumer lending, which has received dynamic development in recent years, is lending for purchases via the Internet. For a bank, a POS loan in an online store has several obvious advantages:

• no need to maintain a staff of specialists at points of sale;
• online store buyers are a more attractive category of borrowers;
• huge audience of online stores.

More than half of Sberbank's retail clients are ready to recommend Sberbank to their friends and acquaintances.

The CSI (Customer Satisfaction Index), which characterizes customer satisfaction with banking services, allows you to evaluate the price-quality ratio of banking products and services in terms of meeting customer needs and requests. In Sberbank branches it is 9.1 points out of 10 possible. Sberbank’s most loyal clients are young people and representatives of the social segment: the figures for these categories are 61% and 57%, respectively. During the year, Sberbank received more than 860 thousand customer reviews. Sberbank conducts satisfaction surveys through phone calls and SMS with a request to evaluate the quality of service after a visit to a branch or a call to the contact center.

Sales is technology. And a little luck.

Are you familiar with the situation when you spend a lot of effort and time to attract clients, conduct dozens of meetings and consultations, and, unfortunately, get minimal results? Unlike your colleague, who works less, puts in less effort, and his results are much better than yours. At this moment the thought comes to you: “Why is this happening? Am I working more and getting less results? I guess I was just unlucky this month...” Of course, you can blame it on failure, but it won’t increase your productivity.

Ownership plays a much larger role in sales. sales technologies. In this article we will look at one of the basic technologies - classical 5 step sales model banking products.

This is the model that most bank branch managers use, and it is this algorithm that is discussed in basic sales training. What is the essence of this algorithm?

Before going directly to sales stages, I would like to make a small lyrical digression and say one thing important thing. Why is it so important to master sales technologies? The fact is that sales are not a spontaneous process s, depending solely on your luck. In sales, 80% depends on how professionally You can build a dialogue with the client, what tools You use how you deal with customer objections. Once you master the necessary technologies, you will be able to sell significantly more.

In this and subsequent articles I will tell you about standard (classical) sales models, and also about nuances application of various methods and technologies in the banking sector. We'll sort out most errors, which 90% of managers admit when communicating with clients. As a result, all this will allow you increase sales at your bank office and, if necessary, make the necessary adjustments to customer service procedures.

Well, are you ready? Then let's take a look classic 5-step sales model.

We will consider the 5-step model, although there are modifications of this model with a different number of steps (5, 6, 7 sales stages).

The idea of ​​this approach is that the sales process can be represented as follows: stairs:

Climbing these stairs step by step, with each step you become closer and closer to your goal - for sale. When working according to this algorithm, it is important to follow all stages, move sequentially, and not suddenly jump from one step to another.

As you can see, each stage has your goal:

1.Making contact — to win over the client, create a friendly atmosphere, “favorable” soil for subsequent sales.

2. Identifying needs — it is important for the manager to understand which product will most fully satisfy the client’s needs, to find out the important and most significant points for the client.

3. Product presentation — talk about the product that is most suitable for the client in an understandable language, make the client want to use the banking product or service

4. Work with objections — dispel all doubts and give reasoned answers to the client’s objections

5. Completing the deal — kindly say goodbye to the client, thank you for your cooperation and invite you to come again.

Your task, as a manager and negotiator, is, first of all, to make sure that the goal of the current stage has been achieved, and only after that move to the next level.

I often encounter this situation: a client comes to the office, the manager asks how he can help the client.

Manager: " Hello, Ivan Ivanovich, how can I help you?»

Client: “I would like to open a deposit”

Manager: “Excellent, Ivan Ivanovich. We have deposits in the bank with replenishment, some with withdrawal of part of the deposit, some with an increased interest rate, for example, for 1 year the rate will be 11% per annum, although there is no capitalization, but a plastic card is issued as a gift. What kind of contribution will we make?”

and this can go on for a long time...

……………………………………………………………………………………..

QUESTION: Colleague, how do you evaluate the manager’s behavior? What moment do you think was missed? What did the bank manager do wrong?

It is very interesting to hear your opinion on this situation. And I will voice my opinion in the next article! Remember that I regularly give pleasant gifts to all active subscribers :)

In addition, in the following articles we will dwell in detail on each stage of sales, analyze the main points, typical mistakes and “little tricks” that allow you to increase the efficiency of working with clients.

Sell ​​beautifully and easily!

Sincerely, Oleg Shevelev ( be friends on VK , instagram)

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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 opportunities, 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...

In general, the algorithm for active sales of banking products does not differ from the algorithm for active sales of anything else. Except, of course, for the specifics of banking products and services.
The technique of selling banking products requires the ability to manage a conversation with a potential client, in particular in cases where the client does not have information about financial instruments for managing funds, has no experience of cooperation with a bank, and also does not have specific experience.

Therefore, first of all, you need to study well enough yourself and understand the banking products that can be offered to your potential clients. Give yourself an idea of ​​the profitability of a particular product, draw up a table of competitive advantages (benefits for the client) and use it in situations where a reasoned response to objections from potential clients is required. Identify the potential problems your product or service solves.

Banking products and services can solve the following problems:
Income and multiplication
Savings and Savings
Safety and reliability
Ease of use and management

A specialist in the sale of banking products must act according to some algorithm to organize sales of banking products.

1. Be sure to sketch out several options for a script to start a conversation on the phone.
Everything in order: greetings, clarifying questions, etc.

2. Identify for yourself a circle of potential clients who you can call. Individuals, companies, etc. Depending on the specifics of the banking products you offer.
Banks usually offer their clients a standard set of services, with a slight difference in conditions - several options for deposits, lending, mutual funds under their own management, etc.

3. The next step is to search and collect the necessary information; the more information you can get about your potential client, the better you will be able to create an atmosphere of trust and interest in the personality of the potential client.
Typically, the purpose of a call in active sales of banking products is to set up an appointment.

In some cases, it is also possible to use the technique of several calls in cases where the interlocutor shows interest in banking services, but cannot decide what will be most optimal for him. In this case, you can ask clarifying questions about the priority of tasks, find out the most important criteria in choosing services and offer to contact the potential client a little later. In order to prepare the optimal offer that meets all client requirements, thereby making effective sales of banking products. Don't forget to duplicate the information by email. It will be easier for your interlocutor in the next conversation to navigate the services offered, seeing in front of him the necessary information on the topic of your proposal. Always be guided by a simple technique: what would primarily interest you if you were a potential client? What set of banking solutions contributed to meeting the above needs?

The peculiarity of sales in a bank is that the sales manager of banking products must help the client understand the financial instruments offered, for example, explain such a mechanism as the calculation of interest on deposits, teach how to correctly choose the method of investment and provide all kinds of advisory support.

One more tip. Collect objections (write them down after the conversation) that you could not immediately answer over the phone. Then analyze the situation, find adequate answers to these objections and add to your list of responses to objections.
Don’t hesitate to ask your colleagues for help in solving these types of problems and in developing responses to objections from potential clients.

Remain confident in yourself, in the product, in your bank, despite refusals and difficulties in your work.