HR Corner Investment in staff reaps rewards by Ada Poon Customer-oriented frontline personnel open the window to success A friendly smile, helpful attitude and professional advice from frontline staff reflect a company's values and culture and are guaranteed to provide valued customers with a positive first impression. Bank of Communications Co Ltd views personal service and outstanding performance as crucial to building an exemplary global financial-services group and believes its sales workforce should be nurtured to support the company's growth. "China-based banks are increasing their presence in Hong Kong and, in the past few years, we have been growing at a faster pace than foreign banks here," says Xu Cheng-fa, deputy general manager, Bank of Communications Co Ltd, Hong Kong Branch. "Many Hong Kong employees find that China-based banks offer a platform to learn about the market, business culture and operations in the mainland. Working for a China-based bank enriches their experience and contributes to long-term career development." Developing strengths According to Mr Xu, a good bank salesperson should have five important qualities: outstanding sales and marketing skills, a professional image and service attitude, a strong character, professional knowledge and problem-solving skills. "Acquiring comprehensive and up-to-date knowledge is critical to our profession, since banking services and products are constantly evolving in every aspect, from loans and securities to wealth management. Staff must keep abreast of changes and opportunities in order to stay ahead of the game. This is especially important for the frontline sales team," Mr Xu notes. "Staff remains a key asset as we continue to build a stable and healthy business while achieving rapid growth" Apart from market acumen and a swift response to change, mindset and personality are crucial for salespeople working under high pressure to succeed. "Good sales staff always keep a calm and patient attitude when communicating with customers, understand their clients' needs and make professional recommendations. They need to manage their time efficiently to catch up with rapid business changes, continuously learning and meeting their targets, as well as balancing their lives. A positive mindset is crucial to cope with stress," Mr Xu explains. To sharpen frontline staff's skills, the bank provides new employees with centralised training through a simulated scenario where they learn about the latest banking regulations and business practices, as well as operations within the bank. Classes are creatively conducted to be fun and inspirational. Trainees might, for example, find themselves being taught karate chops, helping them to build confidence to overcome seemingly impossible challenges. Training on business development, governance and compliance, and risk management are also rolled out to equip them for different roles in order to keep up with fast-changing business scenarios. In addition, wealth management programmes are organised for the bank's BComBEST Services managers to ehance their professional knowledge and sales-and-marketing skills and to boost their confidence and morale. To strengthen their soft skills, sales managers are offered wine workshops to increase their social and communications skills and help them expand their customer networks. Programmes on nurturing a positive mindset and attitude are also deemed essential to create an outstanding sales and service culture. Cross-border exchange Fresh graduates may seek out the China experience, but it is no less appealing to seasoned practitioners. "Mid-level managers and department heads are offered opportunities to work in our China headquarters for a year or two. This provides a solid platform for them to familiarise themselves with the local operation and business practices, and to network and exchange experience with their mainland counterparts," Mr Xu says. "In fact, some of our department heads are well-versed veterans who have been working in foreign banks for years," he remarks, explaining that the growing potential of the China market is often a key reason for such staff to switch jobs. The bank's investment in human capital has paid dividends. In the Sales and Marketing Executives of Hong Kong's 39th Distinguished Salesperson Award (DSA) this year, three Bank of Communications' representatives received awards, one getting a Top Five Award. These staffers are responsible for promoting the bank's financial and wealth management products and for maintaining a healthy customer relationship. Judging criteria spanned participants' career backgrounds, the ability to build customer relationships, convince clients and close sales; as well as product and market knowledge, and effective selling skills. Bank of Communications encourags staff to take part in the competition as it helps to boost their sales skills and set a good example to colleagues. "Our talented staff remains a key asset as we continue to build a stable and healthy business while achieving rapid growth," says Mr Xu. Salient points Good salespeople must have right skills and attitude Creative training programmes boost knowledge and morale Cross-border exchange provides a solid platform Investment in staff leads to performance and recognition Taken from Career Times 6 July 2007, p. A20 Your comments are welcome at [email protected]