BISA Magazine - Quarter 2, 2017 - 10

FEATURE STORY

Today, marketers must
focus on relationships.
"Friend-raising
precedes fund-raising,"
Weylman said.

I

n an increasingly competitive
marketplace, how can you, a
business leader, differentiate
yourself?

There are critical steps a leader
has to take, suggested C. Richard Weylman, chairman, Weylman Consulting
Group, in a keynote address at BISA's
Annual Convention in Hollywood, Fla.
First and foremost is a strategic vision,
said Weylman, author of "The Power
of Why: Breaking Out in a Competitive Marketplace." In the book, he
asked more than 50 chief executives
what they were really doing to grow
their businesses.
People want to work for something
bigger than themselves, he told the
BISA audience. They want to feel
they are making a difference. This is
especially important to the millennial generation.

10
www.bisanet.org

"Vision allows you to create the
organization's future," Weylman said.
It keeps you going, even in a down
market. "It's a promise to yourself, a
promise to your team, your people,"
added Weylman, who interspersed his
talk with experiences from his own
unusual life. (An orphan at the age of
6, he spent his childhood living in 19
different foster homes and attending 11
different schools.)

An elevated client
experience
"People will always pay for an elevated
experience," Weylman said. It's why
the Ritz Carlton is able to charge $430
a night for a hotel room and $100 for
a buffet breakfast - when both could
be had much more inexpensively at
Marriot Hotels. Ritz Carlton employees
are trained every month in how to deal
with clients, and it shows.

Products and services are expected in this
country, but creating an elevated client
experience can be a differentiator. Banks
could do more in this area, Weylman told
BISA Magazine in an interview following
his speech. It is hard to over-estimate the
value of the personal relationship, he explained. Today, so many banks move their
platform people around the branches. As
a consequence, customers often say, "The
bank doesn't know me."
"There is no consistency in the tellers'
cage," Weylman said. Banks need to halt
this "churning" of tellers. They should
look at things from the customer's
perspective. Bank employees could be
trained to say things like: "If you want to
figure out how to pay for your child's college education, see Donna in the branch."
"People are more interested in an overall
life plan," Weylman said. Banks need
to build a financial plan that supports
that life plan. Why not tell your wealth
management relationship managers


http://www.bisanet.org

Table of Contents for the Digital Edition of BISA Magazine - Quarter 2, 2017

Table of Contents
BISA Magazine - Quarter 2, 2017 - Cover1
BISA Magazine - Quarter 2, 2017 - Cover2
BISA Magazine - Quarter 2, 2017 - Table of Contents
BISA Magazine - Quarter 2, 2017 - 2
BISA Magazine - Quarter 2, 2017 - 3
BISA Magazine - Quarter 2, 2017 - 4
BISA Magazine - Quarter 2, 2017 - 5
BISA Magazine - Quarter 2, 2017 - 6
BISA Magazine - Quarter 2, 2017 - 7
BISA Magazine - Quarter 2, 2017 - 8
BISA Magazine - Quarter 2, 2017 - 9
BISA Magazine - Quarter 2, 2017 - 10
BISA Magazine - Quarter 2, 2017 - 11
BISA Magazine - Quarter 2, 2017 - 12
BISA Magazine - Quarter 2, 2017 - 13
BISA Magazine - Quarter 2, 2017 - 14
BISA Magazine - Quarter 2, 2017 - 15
BISA Magazine - Quarter 2, 2017 - 16
BISA Magazine - Quarter 2, 2017 - 17
BISA Magazine - Quarter 2, 2017 - 18
BISA Magazine - Quarter 2, 2017 - 19
BISA Magazine - Quarter 2, 2017 - 20
BISA Magazine - Quarter 2, 2017 - 21
BISA Magazine - Quarter 2, 2017 - 22
BISA Magazine - Quarter 2, 2017 - 23
BISA Magazine - Quarter 2, 2017 - 24
BISA Magazine - Quarter 2, 2017 - 25
BISA Magazine - Quarter 2, 2017 - 26
BISA Magazine - Quarter 2, 2017 - 27
BISA Magazine - Quarter 2, 2017 - 28
BISA Magazine - Quarter 2, 2017 - 29
BISA Magazine - Quarter 2, 2017 - 30
BISA Magazine - Quarter 2, 2017 - 31
BISA Magazine - Quarter 2, 2017 - 32
BISA Magazine - Quarter 2, 2017 - Cover3
BISA Magazine - Quarter 2, 2017 - Cover4
http://www.nxtbook.com/nxtbooks/bisa/2017q4
http://www.nxtbook.com/nxtbooks/bisa/2017q3
http://www.nxtbook.com/nxtbooks/bisa/2017q2
http://www.nxtbook.com/nxtbooks/bisa/2017q1
http://www.nxtbook.com/nxtbooks/bisa/2016q4
http://www.nxtbook.com/nxtbooks/bisa/2016q3
http://www.nxtbook.com/nxtbooks/bisa/2016q2
http://www.nxtbook.com/nxtbooks/bisa/2016q1
http://www.nxtbook.com/nxtbooks/bisa/2015q4
http://www.nxtbook.com/nxtbooks/bisa/2015q3
http://www.nxtbook.com/nxtbooks/bisa/2015q2
http://www.nxtbook.com/nxtbooks/bisa/2015q1
http://www.nxtbook.com/nxtbooks/bisa/2014q4
http://www.nxtbook.com/nxtbooks/bisa/2014q3
http://www.nxtbook.com/nxtbooks/bisa/2014q2
http://www.nxtbook.com/nxtbooks/bisa/2014q1
http://www.nxtbookMEDIA.com