This is a sample of a very simple, straight forward sales process including the most basic steps of building the relationship with the customer to onboarding and retaining, nurturing and growing the relation. This is an essential framework for any professional sales person seeking to enhance his/her professional selling skills.
New Account – Walk-in
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Customer Expectation |
Steps |
Best Practice |
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- To feel valued - To know where to go - To be welcomed |
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- Clear desk, appropriate support materials to hand |
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- To be put at ease - To be able to talk privately - To feel the bank person is knowledgeable & professional - To feel that they are important - To have your full attention |
Relationship building |
- Rapport skills - Creating empathy - Focus on them – good question and listening - Be able to continue with “XXX” sell at this meeting or in the future |
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- To have things made easy - To open an account easily - To be told what else is available - To be given relevant information - To not feel they are being pressured |
Establish Their Situation |
- Good question and fact finding (non-intrusive!!) - To get the customer thinking - Listen to hopes, fears etc - Use the structured format to create opportunities - Establish their wants and needs |
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- To feel responses have been acknowledged - To feel that what is being said is relevant - To believe they (and their family) are the focus of this |
Assess Their Situation and Solutions |
- Evaluate their wants and their need against the life-cycle and product matrix - Use computer tables - Identify suitable solutions - Get suitable support material |
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- Things to be clear and easy to understand - Solutions are relevant to what they had said earlier - That their wants and needs are being addressed - The RO is confident in what he says - The RO answers and questions and concerns |
Present the solution(s) |
- Use the output form computer tables - Give printed conclusions of options - Present solutions in terms of BENEFITS - Listen and look - Deal with any questions |
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- Given time to think if he wants it - Has enough information to make decision - Clear about what he is singing (and committing to) - He feels he has BOUGHT the solution |
Sign-up |
- The required paperwork is readily to hand - To ask confidently for commitment - To allow the customer to take away the proposed solutions and think about them |
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- To feel valued and important |
Retain the Relationship |
- Flow-up after 2 and 6 weeks - Note any other key dates and contact on them - Arrange a regular (annual?) review |
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