Pub. 1 2010 Issue 2

www.wvbankers.org 24 More — continued from page 22 services, this would suggest that our communities are filled with a tremendous amount of potential customers and bank relationships. How should banks capitalize on this opportunity? Marketing should focus on relationship-based solutions, not specific prod- ucts. Bankers must work to have more meaningful financial dialogues with customers. The bank should become known as the “go to” place for retirement planning and services. The Opportunity If there was ever a time to rely on a trusted advisor for coun- sel and direction, this is it. If your customers are confused or overwhelmed by the media coverage, they are not alone. If you have a financial advisor, they can help your clients sort out what, if anything, they should do. Your financial profes- sional should help your clients determine their investment goals, risk tolerance and timelines. If you do not currently offer access to investment services, this is a great time to consider doing so. As events in the financial markets continue to make headlines, it is impor- tant to provide your customers with comfort, support and information. By doing so, the bank will solidify its position with customers as their trusted advisor and keep them from looking elsewhere for that help. This can translate into more products and services per household for your bank. Remember, for many of your customers, the most important investment decision they will ever make is to choose the right investment professional and institution to help them navigate through the complicated investment landscape. Now, more than ever, they will look to you, their trusted financial institution. Q About the author: Lee A. Sauvain, Executive Vice President and Mid Atlantic Executive Director of Infinex Financial Group, can be reached at 804-347-4209. The Infinex Broker Dealer Program is a third party marketing firm endorsed by the Maryland Bankers Association and is created and owned by community banks. It focuses exclusively on meeting the needs of the bank and its customers. Infinex offers retail investment and insurance programs, financial planning services and full service brokerage. Adver tise and get results Find out how targeted adver tising can produce real, measurable results for your organization. REACH YOUR TARGET AUDIENCE AFFORDABLY Kris Montione , Project Manager 727-475-9827 | kris@spectruminkpublishing.com