Sometimes one small tweak can make a huge impact. Do you agree?  

What if you could immediately find your next Top 100 most profitable, low risk clients; exactly the customers you want on your roster? Would it be worth the work to bring them in? You bet and using this system I’m about to reveal has brought my clients a closing rate of nearly one 100%, so stay tuned.

If you’re the kind of leader who spends a lot of money on marketing, and you think it’s working to pull in the best customers or premium pricing, you will use this process to make those results even better.

If however, you can’t really say that your marketing has created a stampede among the most desirable customers that will bring low-cost funds, you’ll want this new strategy to turn that result around quickly.

Or if you haven’t done much analysis, or marketing at all, you’re going to love this because we’re going to save you from the endless money pit of spending marketing dollars on things that can’t prove a positive return on investment.

There are certain obvious challenges to getting low cost large deposit accounts pulled away from incumbent banks. But accounts are usually taken care of by the incumbent financial institution. And your people are well meaning but look in all the wrong places for the prospects. 

Also, there are still entrenched traditional beliefs like demographics or zip code marketing actually works. It’s not your marketing department’s fault, because it’s still being taught even though it hasn’t worked in a few decades.

Every bank faces these, but there’s no time like the present to take them head on.

Now let’s work on five steps that will give you a bucket of warm quality leads, those next Top 100 best, most profitable customers, and start closing them in a few short weeks.

Step One – Unlike so many marketing processes that are fishing the lake, you should start analyzing your current most profitable customers.  

Step Two – Instead of the old school demographics approach, determine the psychographic and firmographic similarities of those who are your most profitable deposit accounts now.

Step Three – Look for the intersections to determine approximately, two, maybe three target markets.

Step Four – Start a massive gives program before you call to build reputational equity and get hand raises. That’s them winking back at you, showing that they’re interested in what you have.

Step Five – Make sure you have at least one level four USP ready for the call plus enough other USPs. It’s key that you know how to use them in the sales questioning so you’re not telling about them. They should see you as the expert on the subject matter, not a salesperson.

Now one more time…

One – Analyze the current accounts.
Two – Identify the psychographics and demographics.
Three – Find the intersection to find two or three targets.
Four – Follow a gives program to get winks.
Five – Be prepared with level four USPs and appropriate usage to get the appointment.

Clients tell me that before they started this process, they only landed appointments in business 30% of the time, but now some are closing close to 100%. A few are actually at 100% for over six months, which is a miracle. Remember, these are people who love their current bank and do not call on you.

What would it do for your profitability and peace of mind to bring on another 100 customers just as profitable as your current top 100 deposit customers? Think of the possibilities and get to work. 

To your continued success, 

Roxanne Emmerich 

Please watch the video above and share it with your exec team and board.