Sunday, August 29, 2010

Getting More out of New Account Openings

The new account interview is so very important to driving new and future sales. Your customer’s or member’s first account opening with your institution embeds their first impression of your organization. The type of service they receive on this first transaction will either be memorable in a positive or a negative way. If it is negative, trust me they will be telling their friends about the experience. You may ask, how do I know if I did a great job? You will know. The next time they are in the bank, they will ask for you by name. This will give you another chance to lock in a lifetime relationship with this customer.

Although the customer may have initially contacted you due to some great marketing about your “Free Checking” or other product line, never assume that this is the best product for the customer. You need to ask the customer about how they plan on using the account, the balances they plan on having and the number of transactions they will perform each month. It may be that they will have sufficient balances for an interest bearing account. If this is the case, explaining the advantages is very appropriate. Never assume that because they came into the institution for one particular account, that this is exactly what the customer needs. This is the point of the interview. The same holds true for CD discussions. Ask questions about what their short term and long term needs are for the money. Based upon their answers, you can make a good recommendation. The bottom line is you need to ask questions so you can properly help them open the correct account(s) from the start. This will help them get the most from your institution.

Ask questions about their other banking relationships. Most customers have 5 or more banking relationships. If you want to become their primary bank, you need to know how you can help them with their other needs. Don’t be afraid to ask where they have their other accounts. Don’t criticize their decision to use other banks. Tell them that many of your best customers have relationships with other banks as well. Do explain how easy it is for you to set-up account linkages so they can easily move money to your institution.See more tips your customer service agents should take to make sure you get the most out of every new account interaction by reading the full article -

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