In our recent ebook, Unlock Sales Readiness: Advice from the Experts, Banking Edition, we talked with six experienced bankers who have seen increased sales success by using Industry Intelligence from Vertical IQ. Let’s meet one of those banking experts…
Founded as a family bank in 1925, Michigan’s Dart Bank focuses its mission and values on a single word: caring. Yes, caring about each and every customer — knowing what is happening in their life or with their business — is what truly sets Dart Bank apart from its larger competitors. And as vice president and senior treasury management officer Michelle Carpenter notes, using Industry Intelligence to learn more about a customer’s niche is also integral to her and her team’s success.
Q: Dart Bank makes knowing its customers a top priority. How does that translate into your approach to Sales Readiness?
Michelle: Sales Readiness means creating a strategy, having a plan in place, and working on that daily. It is a continuous process. Importantly, it also means making the conversation about the customer and their needs — not about your bank, products, or services. Always lead with the customer, and to do that, Industry Intelligence is essential. We use it to really understand how we can add value and do what it takes to become that trusted advisor for the customer as well.
Q: No one can be an expert on every single industry. With a diverse book of business, how do you stay attuned to business owners’ unique, evolving needs?
Michelle: I believe it’s very important to have a growth mindset. To be successful, you must continually educate yourself about what is going on in the world, in the banking industry, and in your customers’ industries. Learn about the intricate parts of running a business. I highly recommend being an avid reader, learning from industry experts, and taking advantage of the tools and resources available to you, such as the industry information and news articles found on Vertical IQ. It sounds cliché, but knowledge really is power.
Q: What is your number one tip or trick for capturing a business owner’s attention and standing out from competitors?
Michelle: Even if you are unfamiliar with your customer’s industry and don’t have a lot of expertise, investing a little time and effort to learn and use the right terminology makes a huge difference. With Vertical IQ’s Industry Intelligence, it’s easy to get that kind of insider information, showing you which terms are relevant for each industry. When you use the right terminology in the right context, I find that it can help establish instant credibility with a business customer.