All The Big Banks Went To The Same Seminar!
"All the big banks went to the same seminar," Brian Schmitt told me when I went to visit him in his office recently. Brian is the president and CEO of Atlanta's Piedmont Bank, and his statement reinforces the second step of my "Service With Shazam" strategy. (Make sure your service is unique!) To be successful in any industry, you must be unique. When it comes to the other banks in Atlanta, Brian has found a niche that sets his bank apart from the competition.
A couple of months ago, I had called Brian as I did my research for a presentation for The Community Bankers Association Of Georgia. Brian's comments intrigued me, and I was delighted when he invited me to stop by his bank for a tour. Brian has been in banking in the Atlanta area for 20 years, and he noticed that there was a need for a "middle market business bank." Less than 2 years ago, Brian founded Piedmont Bank, and his bank is already a fantastic success story.
How is Brian's bank unique? To start with, it has only one branch. In a city of 4 million, how it the world can Brian service his Customers with just one branch? Instead of building branches like the other banks (at an investment of somewhere around $1.5 million for each branch), Brian has a full-time courier that goes to his Customers' businesses and picks up their deposits. "My Customers don't have time to go to the bank," Brian says, "Why should I make them stand in line to make a deposit?" Brian's Customers love it! I smiled when Brian said, "We don't have drive through windows - and we don't have lollipops!"
What if you want to come in to Piedmont Bank to make a deposit? You're in for a surprise there too! The bank's lobby doesn't look like a "normal" bank lobby. Yes, there is a "teller window," but there's only one. Instead, Brian has designed a lobby with several personal bankers that help you with your deposits and withdrawals. "Business people don't want to stand in a teller line and have everyone around them hear what's going on," Brian states. "So we made it personal."
As I entered the bank lobby, I noticed a computer that was set up right inside the door. I asked Brian what that was for, and he explained that Piedmont Bank's home page is available for each Customer to browse. Shazam!
"Big banks believe in a sales culture, and I think that's wrong. We have a service culture," Brian told me. He told me about a friend of his that is in the real estate business. This person claims that his bank comes to visit him every 30 days, trying to sell him some product or service. Busy business people don't have time for that!
Brian is focused. "We do two things, loans and deposits," Brian explained. I wondered about Customers who wanted the convenience of using ATM machines. Again, Brian is listening to his Customers, and responding to their needs. "Our Customers can use any ATM they want, and we'll pay all the charges." Shazam!
Brian talked about a major part of my "Dream Workforce" formula - having fun. "We have a CFO - a "Chief Fun Officer." Brian gives this person a budget to make sure that his Team is having fun. Last month, every Team Member got their car washed for free - while they were at work!
Brian knows that when anyone opens a paycheck, the first thing they look at is the dollar amount on the check. Brian wanted to make paychecks more fun too, so he has a motivational quote on each paycheck stub. He gets these quotes from his Team Members, and makes that fun too. If Brian uses your quote for a paycheck stub, you get a day off! Guess what everyone looks at when they open their paychecks? The motivational quote. Shazam!
As you can probably guess, Brian does many other things that make his internal AND external Customers say "Shazam!" Brian Schmitt and his Piedmont Bank Team Members are unique - are you?
TODAY'S CHALLENGE: Do you have a "Chief Fun Officer?" Why not?
