Elite Financial Institutions Need Elite Sales Force & Training
by Mark Arnold
Investing in employees is one of the most effective ways for a financial institution to grow—especially your sales staff. The way they connect with consumers directly correlates to the way those customers or members perceive your financial institution. Your sales people are your brand ambassadors. Are they receiving the right training to fill that role?
The role of the sales personnel at financial institutions has changed dramatically over the past few years. A job that once focused on selling features, benefits, products and services has evolved into one of member engagement—one which requires them to tap into a customer’s emotions. It’s called emotional intelligence and helps sales people become genuine and authentic with their interactions. It helps them understand what makes people tick and understand the emotions behind buying decisions. Emotional intelligence focuses more on the conversation and more on the customer than on the sale itself. That one skill may be the biggest differentiators between a sales team and an elite sales team. The elite sales team goes beyond the basics and has a vested interest in its customers or members.
What makes a sales team elite? Think about teams outside the sales realm—Super Bowl winners, fighter pilots, navy seals. Although very different in scope, all of these people have certain characteristics in common. Their jobs require a certain skill level or intelligence as a prerequisite. They are highly competitive. Once they make the team, they must continue raising the bar or get replaced. Their job requires acute attention to detail because the stakes are so high. Do any of these characteristics describe your top performers? Those are the people you need on your elite sales team. They possess the natural skill, the attention to detail and the motivation to represent your brand. They understand there’s a bigger picture than them.
