The banking industry is a very competitive market, with banks constantly trying to introduce new products and services. As a bank introduces something new to
the market, competitors are often quick to
follow with their own version of the product
or service. This competitiveness and lack of
differentiation complicates the banking decisions for business owners.
Often, the driving factor in determining
where business owners bank is the relationship and service intensity they develop with
their banker, says Jim Geuther, manager of
commercial banking for FirstMerit Bank.
Regardless of the size of their businesses,
owners are likely to deal with a variety of
divisions in a bank. Rather than keeping a
roster of departments and contacts, it is beneficial to develop a relationship with a single
point of contact; someone who can demystify the banking process and orchestrate easy
access throughout the franchise.
Smart Business spoke with Geuther about
what a business owner should look for when
selecting a bank and what a good relationship can bring your business.
How should business owners start the
process of selecting a bank?
The ultimate goal is to find a bank that
meets and exceeds your financial requirements. Banks, in general, have a tendency to
position products, services and locations as
the primary differentiators from their competitors. Business owners, however, don’t
always value these attributes the same way.
In fact, market data for business owners
clearly indicates that ‘knowing how to get
things done within the bank’ and ‘inspiring
trust and confidence’ are two of the most critical factors in evaluating a bank and, specifically, the primary contact. This points to the
critical role individual bankers play in delivering value to their clients. Business owners
should be diligent and critical when selecting
a banker. The banker you choose can be a
valuable asset to your advisory team, so it is
important to pick the right one. Just like
selecting other important vendors or advisers, business owners should ask their potential bankers for references. These should be
readily provided from clients and other professionals who work with the banker.
Does every bank have ‘good’ relationship
bankers?
The short answer is yes. Many banks have
built strategies around relationship managers
who can be trusted advisers to all of their
commercial customers, all of the time.
Unfortunately, when customers do seek
advice from their primary bank, more often
that not, it is of marginal value. In a recent
study completed by the Business Banking
Board, only 41 percent of small businesses
and one-third of middle-market customers
believe they receive good counsel from their
banker. This shows that, while many banks
have ‘good’ relationship bankers, the majority of clients are not enjoying the benefits of
the outstanding bankers in their market.
What attributes should business owners look
for when evaluating their primary contact?
I believe there are four major characteristics a business owner should look for in their
relationship manager. He or she should be:
- Knowledgeable. The banker should have
a solid understanding in the products and
services they are representing. They don’t
have to be an expert on each product, but
they should be able to explain the basics and
involve an expert, as needed. More importantly, the banker should be knowledgeable
in your business and be able to grasp the critical trends and developments within your
industry. Also, the banker should be skilled in
understanding the financial industry. As
financial and economic markets shift, you
should find a banker who can provide relevant and timely financial recommendations. - A team leader. You should be able to rely
on your banker to ‘quarterback’ a team effort.
Your banker should introduce you to the key
players who impact your business, including
the relationship manager’s boss, the credit
officer and even the bank’s president. It is
especially important for businesses that rely
on bank financing to know multiple layers
within the organization. These are typically
the people who either directly make or significantly influence the credit decisions within a bank. The days of hiding behind a ‘credit
committee curtain’ are over. Clients deserve
to have an outstanding quarterback leading
and representing their team. - A team player. While the banker should
be a leader on the banking side, he or she
should work as a team member on your business side. As an owner, it is beneficial to create a team that includes your banker, lawyer
and accountant. These individuals should be
in direct contact and should meet regularly to
collectively work toward the success of your
business. Properly executed, these professionals can become an informal advisory
board that helps you achieve success. - Stable. You should look for an experienced, well-tenured banker who doesn’t
have a history of frequent turnover. This is
important so you can have a consistent and
strong advocate for your business who
knows how to get things done.
What should you do if you are not receiving
appropriate service?
Business owners have a few choices. Of
course, they can remain status quo. They can
instead request a new relationship manager
at the same institution. And, third, they can
pursue other options elsewhere. All else
being equal, why settle for an average banking relationship when there are outstanding
ones available?
JIM GEUTHER is a manager of commercial banking for FirstMerit Bank. Reach him at (216) 694-5683 or [email protected].
