Today, it’s much more difficult for commercial and business bankers to get the attention of potential customers and build relationships with them. That translates into less-certain revenue and a much higher cost of sales. As business owners continue to turn to social media and conduct there research online to learn about banking solutions, traditional tools and sales approaches grow ever closer to being obsolete. With 2.5 billion people now using it around the world, social media has fundamentally changed the relationship between bankers and business owners. Without a concerted effort to infuse social media into bank operations, banks risk drifting further away from buyers and ceding customers and revenue to more digitally savvy ones.
Our mission is to provide bankers and executives with the skills to survive and thrive in an increasingly digital world. We do this through a proven successful combination of onsite, remote and online training. Founding the social selling business at LinkedIn and launching LinkedIn Sales Navigator in 2012 afforded me the opportunity to meet thousands of bankers, marketing leaders, and executives around the world. Without a concerted effort to infuse social media into bank operations, banks and their people risk drifting further away from buyers and ceding customers and revenue to more digitally savvy ones.
Dan Swift, Founder & CEO, Empire Selling
Our onsite training includes real-world stories, exercises and applications. Bankers walk away with the tools and confidence to survive and thrive in an increasingly digital world. Our training is delivered via a learning framework combining behavioral change with situational competency.
Our remote training is delivered through a series of face-to-face interactive sessions focused on live application to ensure adoption and results.
Our online sales training portal offers on-demand, real time access, which bankers can leverage from anywhere.
Dan Swift is the social selling subject matter expert for ABA Bank Marketing. In no uncertain terms, marketing and branding have become strategic issues, and keys to an organization’s long-term success. When banks align marketing with their strategic goals, greatness follows. The ABA Bank Marketing site is the place to build expertise throughout your organization. It’s your single source for trustworthy content, new ideas, strategy, networking and tools for success.
How business bankers use LinkedIn
by Dan Swift
The internet is packed with best practices on how banks can leverage social media to market to business owners. Less has been written, however, about why and how the individual banker should lean into social media, particularly LinkedIn, as we start 2018.
Long gone are the days when business owners were forced to rely just on information provided by a banker. Business owners have access to information like never before. Consider this:
- The Corporate Executive Board (CEB) found that buyers are 57% of the way through the purchasing process before they engage with sales professionals.
- Forrester found that 74% of modern buyers conduct more than half of their research online before they speak with a salesperson.
- IDC found that 75% of B2B buyers use social media to learn about potential vendors.
The internet changed the game. Business owners have the power to research your bank, your products and services, your executives, your competition, and you!
LinkedIn: Resume to Reputation
by Dan Swift
Many people join LinkedIn to get a job or to change jobs. They upload their resume or CV proudly boasting about their professional accomplishments in an attempt to appeal to recruiters and branch managers. Others join, then do little more, presenting an empty page to the world.
Here’s the problem.
As I noted in my previous article, How Business Bankers Use LinkedIn, the IDC found that 75% of buyers use social media to learn about potential vendors. That means 3 out of 4 business owners when looking for a banking relationship for the first time, or changing an existing banking relationship, are turning to social media platforms like LinkedIn as part of their due diligence process.
How to build your networks for referrals at scale
by Dan Swift
Networking can be defined as “the exchange of information or services among individuals, groups, or institutions; specifically: the cultivation of productive relationships for employment or business” (Merriam-Webster).
LinkedIn is the world’s largest professional network, with almost 550 million members at the writing of this article. This presents an unprecedented opportunity to exchange services, cultivate relationships and secure referrals at scale.
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