Industry

Banking & Financial Institutions
Retail & Business Banking

Company Profile

  • Mid-sized regional bank
  • Located in Germany
  • Smaller player in local duopoly market

Situation and Objectives

  • Regulation greatly decreased profitability of credit lines on current accounts for businesses, while simultaneously increasing the cost for providing the credit lines
  • A new price point was planned for implementation to stabilize profits and provide incentives for customers to expand and intensify their credit line usage
  • The bank wanted to improve its sales and people's capabilities to sell credit lines in view of the new price point and prevent customers from shifting business away

Approach

  • Analyzed the bank’s competitive advantages, its current offering, and the detailed product usage of credit lines
  • Develop a differentiated table of prices to lay the ground for benefit argumentation
  • Agree with the management on the new sales approach and discuss the necessary processes needed to support sales
  • Anticipate customers' argumentation together with the salesforce by using digital idea generation techniques
  • Create various sales support materials (e.g. benefit argumentation, FAQs, guidelines for objection handling)
  • Run a series of training workshops to train sales people following a three-step approach:
  • Train the entire salesforce with regard to the product specifics to increase product understanding
  • Train the entire salesforce with regard to negotiations by presenting the new benefit argumentation as well as sales process best practices and negotiation techniques
  • Practics the new line of argumentation in small groups using role plays, team presentations, quizzes, etc. to deepen product understanding and to prepare for upcoming negotiations by allowing sales people to learn from each other
  • Provide the sales people with a digital tool to be used for preparation and during negotiations including visualizations and discount simulations

Results

  • Improved negotiation capabilities of sales people at all levels of seniority
  • Better discount management by increasing awareness of profitability effects
  • Increased confidence when targeting new and existing customers to sell credit lines

Impact

  • Profit increase by establishing new price points and from customers shifting business to the bank (>20% for credit lines)
  • Decrease of regulatory costs through reduction of unwanted credit lines
  • Cost savings through a more efficient preparation and negotiation process using the digital tool

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