Make Selling Comfortable for Tellers

April 16, 2009

Think how many times you have heard employees say “I'm not a salesperson—I don't like asking people to buy something.” Just dishing out sales goals won't alter that mindset. Intangibles like comfort and confidence ultimately affect performance.

“I think the majority of tellers are uncomfortable with cross-selling at the window,” maintains Jill Fox, vice president of sales and branch administration of Chicopee Savings Bank (Chicopee, Massachusetts). When you don't feel comfortable doing something, it is human nature to avoid the task. The following key reasons, says Fox, are why tellers are uncomfortable cross-selling products:

• Lack of product knowledge. To actually pick up on a certain product that the customer really needs, you must have a full understanding of all your institution's products. Furthermore, product knowledge enables employees to accurately answer customers' questions.
• No easy way to introduce the product. The most effective salespeople have conversations with customers—they don't make product dumps. But employees often struggle with how to generate conversations that lead to product offers.
• Fear of rejection. When a customer declines an offer, it's always an awkward and uncomfortable feeling, especially since the teller sees that person routinely.

Connect Service and Sales

“Tellers need to understand that there is a distinction between identifying the customer's needs and meeting sales goals,” emphasizes Fox. “You never want to have a values conflict within the employee.” Offering a product or service that makes a customer's life easier, safer, or more financially rewarding helps the customer.

“In our efforts to promote the best customer service that we possibly can, we identify the customer's need and offer them products based on that. That represents good customer service,” Fox says. “If we focus more on providing the best customer service, the sales will follow.”

Tip: When you train employees on products, make sure they can distinguish between features and benefits. Features are facts about your products. Benefits are how the product or service actually helps your customers. Customers don't buy features, they buy benefits. If you understand the features and why they're good, you're naturally going to tell customers why they might like that product and how they would benefit.

Employees sometimes think they see the same customers all the time and they have everything they need. That might be their perception, but it isn't reality when you closely examine relationships. Chicopee Savings Bank uses marketing software that generates product summary reports. “It's a good measurement tool because you find that a lot of customers are only using one or two products,” notes Fox.

Create Displays that Generate Conversation

Tellers often struggle with the initial approach to the customer when trying to cross-sell at the window. In-branch promotional displays are great conversation starters. Customers ask about the display, comment on the theme, or ask how to get one of the gifts (usually part of the display). “Once a conversation is generated, it's easy to keep it going,” Fox says. “This initiated conversation between the teller and the customer is comfortable for both.”

For example, last summer Chicopee Savings Bank did a direct deposit promotion. The branches were decorated in a summer theme with coolers and beach balls. When customers signed up for direct deposit, they received a gift—a small cooler or beach ball with the bank's logo on it. Employees handed out bottles of water that were chilled in buckets of ice.

“Customers would say ‘Oh wow! Look at all this. How do I get a cooler or a beach ball?' It broke the ice,” Fox continues. “The teller then engages in a conversation with the customer explaining the direct deposit promotion. It's easier and friendlier than ‘I notice you don't have direct deposit. Is this something we can offer you at this time?'”

The teller goes on to tell the customer all the benefits the product offers. With direct deposit:

• You don't have to drive to the bank
• Your money is there first thing in the morning
• You don't have to worry about mailbox theft

Use Games as Learning Tools

“Customers appreciate a knowledgeable employee,” Fox says. “Knowledge creates a certain level of trust and respect and people have more confidence in the institution itself when employees can accurately and promptly resolve their concerns and questions.

Games can be a fun and effective way to train employees. Fox created a game she calls “Find the Hidden Lobby Sale.” She put together a PowerPoint presentation with many scenarios and plays the game after hours at branch meetings. “The goal is getting employees to easily identify certain products and services that a customer needs,” she explains.

The game is similar to Jeopardy. Fox gives the employees a scenario and asks them to name the appropriate product or service. Here's an example:

Scenario: Customer frequently needs a special statement or inquires about cleared checks on their account. Name the service they need.

Answer: On-line banking. The teller says, “Mr. Smith, do you know we have free online banking? You don't have to come all the way to the bank for this. I'm happy to help you, Mr. Smith, but you can do this anytime of the day or night.”

This story appeared in Branch Manager's Letter at www.branchmanagersletter.com and is reprinted with permission. Contact publisher Lana J. Chandler at 304-343-0206 or Lana@BranchManagersLetter.com.

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