The Combinations That Unlock a Banker’s Success
Combinations of the right activity, done the right way, with the right people, through the right channels, and at the right time can create world-champion success. It’s true for every profession today including banking where technology, innovation and competition continue to both commoditize and disrupt traditional engagement models and value propositions.
When it comes to winning and retaining banking clients, the way we engage is more important that what we actually offer in terms of our product or service. This is because the ‘customer experience’ we provide is what earns ongoing loyalty. Clients today expect omni-channel service… anywhere, any time and on any device or channel – phone, branch of at their premises. Expectations are high as buyers demand that we truly know them, personalise their experience and anticipate their needs.
Selling is changing and a new book I recently read nails what it takes to cut through and win in today’s market. The author is Tony J Hughes and the book is COMBO Prospecting. It an essential read because sales pipeline is essential for every professional and business. Tony highlights that combinations are the key to success in any endeavour and he covers the ultimate blended approach for bringing old school and new school together to drive business growth.
His book provides insights into the combination of timeless truths with contemporary engagement that will break through to grow your book of business. “COMBO Prospecting is the wake up call every banker needs and it explains exactly how to drive sales success in markets where there is increased competition, well-informed buyers, moats, razor wire, landmines, Barry Manilow music piped to the perimeters, giant walls, and pit bulls preventing any form of seller engagement.” Tony also makes the point that “You’re not battling the customer, but you are fighting their apathy and the status quo.”
COMBO Prospecting covers the importance of multichannel outreach where ‘the social phone’ is the weapon of choice. He goes into details concerning the COMBOs that every banker should master in building new customers:
The right COMBO outreach narrative:
- Leading with insight
- Stating why it matters
- Positioning a hypothesis of value
Then COMBO for creating a powerful personal platform:
- A strong personal brand
- A network that empowers
- Tools and templates that enable high performance
Next, the COMBO for knockout success:
- Trigger events
- Referrals
- Customer advocacy
Finally, the COMBO for closing:
- Setting the right agenda
- Creating trust and confidence
- Demonstrating commitment and leadership
The concepts and practices in this book go to the next level of execution and are already driving spectacular results in the United States, Canada, United Kingdom, Australia, Asia, and all over the world. It’s highly recommended and you can place an advance order here on Amazon.
Tony Hughes is ranked by Top Sales Magazine as one of the most influential person in professional selling globally and he teaches ‘modernized selling’ within the MBA program at the University of Technology, Sydney. He is a bestselling author, award-winning blogger and the most read LinkedIn Author globally on the topic of B2B sales leadership. Tony’s first book is a business bestseller with his second book, COMBO Prospecting, is published by The American Management Association. He can be found at www.TonyHughes.com.au and www.RSVPselling.com.
