In today’s fast-paced world where everyone is striving to make things easier, relationships are still important. Innovations, like AI chatbots, come from those that do not value relationships. These bots simulate conversations with a user. The thought is that these help customers get the answer quicker, but the sacrifice is the relationship. No one comes home from work and says, “Wow, I had a great conversation with my computer today.” People do business with companies for a number of reasons, but in my experience, relationships are still the most important. We all want things for the best price, quality, and fastest service, and the ability to get those from someone we like is the ultimate reward. Our competitive advantage in community banking is the relationship.
Growing up on a farm in north central Kansas, I saw this relationship firsthand. I remember a visit to our banker in Lucas, John O’Leary, when I was very young. My father and John were discussing something, and it took a very long time from my perspective. When finished, I asked my dad if that was one of his friends. My dad said, “Not just a friend, but our banker.” He then explained to me that he was our partner and that our line of credit had been increased to add more cattle to our herd. This was really my first introduction to relationship selling. Years later, I asked my dad why he worked with John instead of other local bankers. He said, “I just like him, and we see eye to eye.” I saw many of those relationships as I grew up, and it helped me to understand the value of conversation and communication.
Our biggest advantage is the relationship. We go to the same ballgames, eat at the same restaurants, and drive the same roads. A chatbot does not. We understand the effect of a hailstorm, high winds, and no rain because it affects us personally as well. A chatbot does not. Our advantage is our realism. So, my advice is to be real. Take advantage of the biggest secret weapon you have: YOU. Take the extra moment to ask about their day. Chances are, you can relate.
