You’ve got to be kidding!
They’re ending our relationship?
It was a frustrating time for my client.
The agency struggled to replace a retail banking account they lost when a larger competitor acquired the bank.
The mandate to me was to set appointments with decision-makers at other midsize to large banks.
At first, I thought this would be easy.
My client had deep category experience.
But I struggled to get decision-makers’ attention.
Busy banking execs weren’t interested in another agency credentials conversation.
Back to the drawing board.
We recognized that, like with banks, we need to make a deposit before we could make a withdrawal.
With that insight, the agency conducted original research on online account opening.
The study uncovered new opportunities to improve the process.
We changed our outreach messaging’s call-to-action from a meeting to discuss the agency’s category expertise.
And shifted the offer to a no-cost consultation to share research on improving the prospect’s account opening process.
Soon after, appointments with C-suite executives at BB&T, BMO Harris Bank, and Fifth Third Bank, among others, were set.
By GIVING value first, we were able to GET value in return.