BANK Trusted Advisor PROGRAM A practical one year coach programme focused on turning Bank Branch, Relationship & Sales Managers/Consultants into “first choice” banking partners within their client portfolios. Proposal by The Anthony Morris Group (Pty) Ltd BACKGROUND In all retail & private banks, branch, relationship & sales managers/financial advisors/service consultants are required to be confident members of high- performance teams, skilled at maintaining excellent relationships with their client portfolios. They must display a true passion for sales & customer care and be seen as the trusted advisor throughout the client’s life. Their primary function is to get, keep and grow profitable customers. They sell both service and product to their select clients by means of the relationship established. As the target client groups cross the full customer spectrum; business and corporate, SME, high net worth and individual accounts, the basis of the selling needs to be highly geared towards solutions. This implies that the target group must be skilled at uncovering their client’s financial needs as well as being highly skilled in their product knowledge so that they are able to present solutions through up-selling, cross selling and deep selling. Your bank may be considering conducting an added-value customer & sales development project in order to equip the above target group to face the challenges ahead in an increasingly competitive, changingretail/private banking market. The current round of financial services legislation has left most financial services leaders and sales people gasping for help in re-structuring their activities to cope with the crushing documentation demands and time constraints resulting from compliance & FICA. Everything from activity - profitability/client mix to product selection and client loyalty must be scrutinized and a total re-evaluation conducted if today’s branch and sales manager/consultant is to survive and thrive. This project will guide delegates out of the “compliance trap” which they find themselves in. The banking industry is going through a crisis without precedent in its history. Generally unwarranted, yet widespread, negative publicity has eroded consumer confidence and brought our sales/service practices under the spotlight. Not enough new sales opportunity is being created through a lack of entrepreneurial and business skill on the part of the sales teams. This project will address this problem by guiding delegates through a structured set of practical business models and solutions that are tried and tested in increasing new business acquisition and solidifying current client relationships at the highest level. We offer a 1 year, multi-module training exercise that would be motivational in presentation, yet practical and industry-specific in content. The total development of each attending delegate would be addressed and managed throughout this project by Anthony Morris and his team of world-class facilitators. The Trusted Advisor Programme is a powerful 5 module development process in business change and client-building. Every single aspect of the attending delegate’s current business is addressed through a series of highly practical, easy-to-implement strategies and hard skills. Extensive documents, checklists, business systems and ready-to-use productivity tools are provided. Delegates are not left to their own devices between modules as they are given a comprehensive audio program on CD, together with step-by-step implementation plans to guarantee their sustained success. PROJECT PROCESS Each attending delegate attends five(5) bi-monthly training modules of 4 hours each. Four (4) hours is the minimum time to deliver stacks of powerful, practical content, but maximum time to present enough and still avoid an expensive lunch. (In at 9, tea and sandwiches at 11:00, out at 1:00). Launch flight plan is critical and Anthony Morris consults to your organisation at all stages to ensure maximum interest/excitement. The modules will be presented during a “soft” time during the month, avoiding the 25th-5th pressure period. A company-branded course outline and date schedule will be handed out at the launch to enable delegates to plan accordingly. These modules would be narrowly focused on the “How To“ of high-production bank solutions marketing and effective client-building. Participating delegates will be provided with a practical implementation kit, documents, checklists, worksheets and a reporting system to ensure smooth and measurable application of all skills and approaches being presented. Included in this kit are: • A 300 pag Trusted Advisor course manual, jam-packed with sales management tools, client systems and ready-to-use checklists. • The Trusted Advisor SMS Directory – over 100 attention-grabbing, creative SMS messages to get your clients talking about YOU to their colleagues – also available online through the specially-dedicated Sizzling Sales website. Translated into every official business language of your country. • Sizzling Sales Ideas Booklet –an indexed catalogue of ideas (used by the world’s biggest financial sales producers) to pack your diary with quality prospects each week. • “Expose-Close!” – a toolkit that programs you to close every client, every time and walk away with the professional reputation of a trusted advisor. • The Trusted Advisor Client Letter File – 100 brilliant, client-building letters. Turn every life event into a wealth/risk event into a bank event . Available on the your intranet. Pre-approved by compliance department. • The Trusted Advisor Client Event Planner – a step-by-step event planning system including checklists, invitations, ideas, reminders, sponsors letters & lists of non-competing companies who would work with you just to get exposure to your clients. Includes a strategy to have your clients bring 2 hot banking prospects to every event. • The Trusted Advisor Sales Audio Program – 5 practical, results-boosting audio CD’s for on-going re-enforcement & daily motivation. The above project may be added to but should not be reduced in any way in terms of tools, etc provided. The option of running the programme as 4 longer modules instead of the suggested 5 may be considered in order to avoid potential clashes with other company events and to save on delegate travel. “THE BANK GUIDE TO HIGH PERFORMANCE SALES“ Throughout the process, we will collect current examples and case-studies of approaches, systems and techniques being used by delegates in the areas of sales, negotiation techniques, service and client management. These will be evaluated and collated into a publication of “best practices” being used by your teams. It will serve as both a recognition and a training tool. The g uide would be presented to each participating delegate at the programme graduation and made available online through the Sizzling Sales website. This guide will further enhance the sales culture in your company. MODULE CONTENT NOTE: We would tailor these to meet current your unique objectives, without losing the “uniqueness” of having an outside perspective on building a high-performance sales culture. Each module runs 3.5 hours + 0.5 hour tea/sandwiches. Golf-club type or on-site venues are fine. All training will compliment and integrate with IT & other programs currently in use at your bank. A period of extensive fieldwork is required prior to roll-out. MODULE 1 “ARE YOU FUTURE FIT ?” The changing world of banking. Why there are no more “jobs” in financial services companies. The impact of technology on your future career goals & responsibilities. Are you adding more value than you are costing ? Establishing personal roles & responsibilities. An insurance policy on your client base. Comfort z ones, motivation & goals. Why today’s value-add is tomorrow’s product. Top 50 clients, client profiles, getting the products off the shelf and into their hands. Module Section Learning Outcome Measurement/ Assessment The changing world of banking Delegates will gain insight into the Post-module report on what fundamental changes affecting the they understand to be their financial services business from a future challenges in changing consumer & solutions-focus perspective the bank’s approach to sales & service The impact of technology on your future Participants will gain an understanding of Completes of personal goal career & goals the impact of technology on their future setting exercise to re-evaluate career & the corresponding re-evaluation their career objectives of the value they add that needs to take place. Establishing your roles & responsibilities Delegates will grasp the importance of Lists of changes to their current refining their roles & responsibilities as responsibilities to be attached to relationship marketers instead of post-module report together with administration maintainers. a commitment to initiate a sales culture in their branch Today’s value-add is tomorrow’s product Delegates will learn the difference Completes of an evaluation of between today’s core product & the current value beyond tomorrow’s core product. product being added by their branch together with suggestions for improvement. Top 50 clients Delegates will discover the importance of Submit their Top 50 client lists their Top 50 clients in each market in each of 5 chosen growth segment – women business-owners, areas for future sales professionals, etc. They will learn how to campaigns evaluate their client base to correctly segment out these clients. Client Profiles Participants will become skilled in profiling Uses a personal information clients in terms of personal information. gathering tool to get to know their clients on a higher level. The 4C approach to banking Attendees will learn about the 4C Displays & uses of the 4C indicators to evaluate client potential – reminder card in branch offices Cash, Contacts, Confidence & Changes Attracting the right kind of customer Delegates will appreciate the importance Submits feedback of listing by of differentiation as the key to client branch staff of the Why Us ? attraction & how to answer the question exercise “Why Us ?” in banking partner selection Moving minds – from credit to sales Participants will undergo a significant Bringing of sales issues onto the mind shift from a traditional admin/credit agenda in staff meetings at focus to a sales -mindedness branch level with feedback on case studies and success stories Time management Attendees will gain insight into & practise Present sample of diary project the use of a 21st Century time from Super Tuesday sales focus management system that will increase to demonstrate use of the their effectiveness by 20% system Personal reputation management Delegates will grasp the 4 Golden Rules Provide evidence of use at next to Referrability & how to use them module as per our report MODULE 2 “YOUR CUSTOMERS – GETTING THEM ” Defining the customer – a stricter definition for future fitness. It’s not the product or the price they are buying – it’s YOU that they are buying. How to upgrade your top clients using an integrated team-selling strategy. Building referral business. Daily reports. Doughnuts & diaries. Business & worksite marketing – establishing profitable centers-of-influence. Future financial events calendar. Golden Oldies. What to say to double branch sales traffic. Module Section Learning Outcome Measurement/ Assessment Defining the customer Delegates will learn how to spot future growth clients Keeping records on the worksheets through a structured questioning process. provided of client’s responses to the questioning process Prospecting skills Branch Managers/Relationship Managers will practise Feedback on monthly report on the the verbal approaches taught using the scripts provided results of using the scripts on after refining these to suit their own personality prospects Networking skills Participants will gain insight into the skills required to Submits “provisional client list” for form relationships with centres -of-influence and key evaluation during next module prospects & the technique of commencing an assumed relationship with them Cold calling Delegates will gain competence in the use of a Feedback on results of this script telephone script that creates instant rapport, trust & during following module, signs off understanding with prospective customers commitment matrix Lead generation Sales teams understand the when, where & how of lead Diary audit of one weekly sale generation – from colleagues, data-mining and branch made as a result of lead generation observation Solution & consultative Participants gain hands-on skill in solution selling & Demonstrated competence in joint selling consultative selling techniques customer call with regional manager or colleague Establishing client needs Delegates will learn how to conduct a thorough & Documented needs analysis insightful needs analysis to uncover the solutions created & captured in client file. opportunities both immediate & future amongst their key clients Worksite marketing Trainees will negotiate to conduct Bank Days in various Submits report on successful Bank local area worksites that will lead to increased sales Days held in local companies Daily reports Sales teams will discover the importance of DAILY Presentation of one full week’s daily sales reporting & prospecting to their sales success reports at next module Sales scripts – what to say & how to say Participants will grasp and rehearse the actual scripts Use of cue-cards & signing off on it that convert prospects into bank clients commitment matrix Doughnuts & Diaries Delegates will learn the importance of a weekly all-sales Presentation of photographic gathering to share client needs, strategies and key evidence of such meeting together opportunities that are current. with 1 page minutes report The Team Selling Concept Delegates will create a team selling plan to approach Submission of list of “Team Sold” key clients who have been neglected in the past. clients who have been visited. The Bank SMS Directory Delegates will appreciate the need to use the power of Monthly report feedback on clients SMS technology to show appreciation & loyalty to their who have responded favourably client base. &/or created sales opportunities as a result The Bank Voicemail Guide Delegates will appreciate the need to use Voicemail Monthly report feedback on clients technology to show appreciation, keep in touch & who have responded favourably uncover life events that should be converted to sales &/or created s ales opportunities as opportunities. a result MODULE 3 “ YOUR CUSTOMERS – KEEPING THEM THROUGH A KEEP-IN-TOUCH COMMUNICATION PROGRAM” The Client Letter File – 100 letters, one for every bank solution event. E-mail tips, etiquette & marketing – how to get your offers sent by clients to other prospects. SMS scripts, timing, events & record-keeping. Voicemail as a KIT tool. Telephone techniques –how to get prospective upgrade clients to WANT to see you. The Annual Product Review – getting the advice team around the table. The Client Communication log – linking it to your IT. Getting “talked about” through creative, innovative communication. How to become “Fedex Fast & Mickey Friendly” Generating referrals – the power prospecting solution. Business tools to move your sales to a new level – confirmations, client communication. How to generate referrals from every sale. Module Section Learning Outcome Measurement/ Assessment Client segmentation Delegates will learn about the importance of effective client Feedback on monthly report of segmentation & the parameters to be used in the process client segments existing in their current database Segment strategies Trainees will gain insight into the specific approaches to be used Submits a report on the in best exploiting opportunities in each segment of their customer branch segments to be base. Group discussion back at branch level will further refine this. penetrated by their sales efforts Use of sales enablers Participants will practise the use of the sales enablers until Satisfactory scoring on proficient in their use colleague’s evaluation of their competence Client retention strategies Attendees will gain awareness of the cost of losing customers. A Sign off on the commitment formula to measure & publicise the cost of client churn will be matrix that the discussion has presented. been held with staff at branch level & an awareness campaign to stem client loss has been initiated Making use of I.T. Practical insight into the use of IT tools to enhance both speed & IT Department feedback on quality of work will be provided together with actual samples of who has made use of the where the client communication program can be found in these system in the 8 week period tools. after this module for the stated and intended purpose with respect to client contact. Tracking clients life stages Trainees will evaluate the life stages of a client’s relationship with Plotting on the life cycle the bank & learn how to exploit various opportunities that present monitor of 20 key clients who themselves in a cyclical fashion throughout this cycle. are showing signs of entering a new life stage. Sales Tool Kits Delegates will gain competence in the use of the Bank Sales Tool Listing of clients & prospects Kit to increase current & new client sales across the board. who have had the kit presented to them. The Bank Client Letter File Participants will learn how to communicate with clients using the Assistant Coach report on Client Letter File which is designed to turn life events into bank which clients have been sent sales opportunities which letters by which branch & by whom The Client Communication Log Trainees will grasp the importance of documenting every client Submits Communication Log contact in respect of the above tools in order to build a keep-in- for the branch after Module 4 touch program that is sustainable, profitable & of value to clients for evaluation by programme facilitator. MODULE 4 “YOUR CUSTOMERS- GROWING THEM & OWNING THE COMMUNITY” Increasing new customer traffic across your branch floor. A step-by-step strategy to getting through to the customer’s accountant – getting business through them. Achieving branch buy- in to a new sales mentality. 80/20 thinking in sorting out the customer base. Niche markets – women, professionals, power-brokers & politicians. Own their minds & the wallet will follow. How to penetrate other people’s customer base in a win-win way. Referral scripts that work every time. What to say & how to say it. Getting into the client’s cell directory & having them make calls on your behalf. Module Section Learning Outcome Measurement/ Assessment Market Segmentation Participants will gain awareness into the various market Compilation of a sales strategy segments that should be occupying their sales efforts – to evaluate the potential of f rom Early Retirees to SME’s to High Wealth each segment in the community & an action plan for sales campaigns in each over a 1 year period Niche Marketing Delegates will learn the tactics of niche marketing – from Feedback to region on niche getting into the circle of influence to knowing their issues. being opened & specific issues They will then create a plan to open and dominate a single that present the bank with niche in their community by the end of the year. opportunities Community Involvement Trainees will gain insight into the importance of community Photographic feedback of involvement & how it differs from just sponsoring a community involvement community event. The Bank Client Event Planner – what Delegates will learn how to create, organise & run a Provides invitation and they are, who will sponsor you, how to profitable, sales-boosting client event. Every step from attendance list together with organise them, how to turn them into a sponsors who will work with them to specific conversation testimonial feedback from one starters that will get guests to see them in a positive light. event arranged after this prospecting goldmine module. Centers -Of-Influence – finding & An understanding of the power of strategic alliances who List of centres -of-influence who developing them can assist in the sales effort. have been engaged with a value proposition from the branch Referral Business – how to generate Delegates will practise the referral scripts required to Demonstrates use of scripts by leads through your current clients seamlessly integrate lead generation into the sales attaching names of leads process. gained to new account application forms & completes referral card Achieving branch buy-in to your sales Participants will discover the importance of creating Feedback to regional Assistant campaigns across-the-board support for the branch sales efforts & will Coach on branch sales culture gain essential knowledge in turning branch indifference shifts & renewed commitment into enthusiasm through incentives, measurement & being shown by staff in respect passionate sales communication. of leads generated & products sold MODULE 5 “SALES COACHING FOR INCREASED SALES” The Opportunity Matrix. How to spot the future growth customer in the branch. What to do every week in your branch to ensure the sales momentum builds. Entrepreneurs vs bureaucrats – how to spot the difference & what to do about it. A guaranteed system for getting everyone on board and focused on selling gaps. How to bring the results alive at branch level. Expose/Close – a toolkit. Sizzling Sales Ideas – the best ideas from the world of financial services. Branch/portfolio Sales Development Plan. Module Section Learning Outcome Measurement/ Assessment The Opportunity Matrix – uncovering Delegates will learn how to identify gaps in their Display & circulation of the the gaps in your marketing current sales efforts through the use of an opportunity matrix to the branch opportunity matrix. Sales opportunities are evaluated sales team each month with report- and corrective actions planned. back on successes achieved since last meeting How to spot the future growth customer Trainees will practically apply a checklist of sales Signed off as distributed by all in the branch signals to their daily branch activities & will share delegates to branch level together this checklist with their colleagues with discussion held and success stories communicated Weekly sales momentum – how to Participants will gain essential skills in motivating Actual solicited feedback from develop & sustain it and inspiring branch staff to get behind the sales branch staff as to renewed team & supporting their campaigns/efforts understanding of the importance of sales to their mutual job security How to bring the results alive at branch YB attendees will learn the WHEN, HOW & WHY of Present documented proof of a level measuring sales success & advertising the results at scoreboard/feedback tool being branch level to further sustain a sales culture used to advertise success. Expose/Close – a toolkit that programs Delegates will practise 5 closing techniques that Demonstrated competence in joint you to close every client, every time enhance sales effectiveness at the point of sale customer call with regional manager or colleague Sizzling Sales Ideas – an indexed Participants will gain exposure to sales ideas from Present documented proof of idea catalogue of the very best sales ideas several of the world’s top financial services being used to increase prospects & from the world of financial services salespeople & create a plan to use one of them upgrading of current clients immediately following this module Sales Development Plan Trainees will become skilled in creating a Presentation of branch comprehensive business plan with all relevant development plan to project team elements to ensure the future viability of their for evaluation, copy to Regional branch. This plan will incorporate every aspect of the Head. one year program & should be presented for evaluation as the final project to qualify for accreditation.