Les Dinkin is Featured in OnSite Conference Presentation, Speaks on Optimizing Branch Sales

September 20, 2007

NEW YORK – Instead of relying on generalized "best practices," leaders in branch sales growth methodically identify, cultivate and track the specific sales behaviors that win for both the bank and the customer, Les Dinkin today told participants in a national Webcast sponsored by OnSite Conference.

A Managing Director at Novantas LLC, Dinkin led a session titled "Fixing What's Broken in Branch Sales." He showed how retail banking institutions are using new approaches that 1) better analyze customer sales interactions; and 2) better enable staff to consistently and effectively identify and fulfill customer needs.

There are five major aspects of successful branch sales interaction, Dinkin said, including: 1) quick and responsive initial customer contact; 2) the ability of the representative to create a positive first impression; 3) success in probing for customer needs; 4) effective offers and referrals; and 5) success in closing transactions and following up on next steps. These performance aspects should be independently assessed and compared with local competitors, he said, and the findings should be used in training, coaching and sales management.

Dinkin also said that traditional training approaches need to be revised to effectively reinforce successful sales behaviors and correct weaknesses. Instead of relying on occasional lengthy classes that representatives soon forget, he said, it is better to steadily reinforce key concepts in a series of focused sessions throughout the year.

The co-presenter for Dinkin's session was Cleve Cogswell, a senior vice president at Webster Bank, Waterbury, Connecticut, a subsidiary of Webster Financial Corp.

OnSite Conference is a leading provider of web-based management and strategy presentations and attracts a senior audience of banking professionals.

Novantas is the acknowledged leader in customer science and revenue strategy for the financial industries. The Firm specializes in applying advanced analytics and technologies to help clients make better decisions in marketing, product, pricing, customer management, and distribution.