8JUNE 2024Is your organization committed to attracting new business clients, while retaining those it already has? Then there are specific processes I'd recommend. These are based squarely on my professional experience, including both successes and errors. As a starting point, it's essential to carefully consider what you can offer. Ideally, you'll have multiple offerings specifically tailored to the needs of businesses. As an example, my team at Kearny Bank is able to provide a sweep account with FDIC insurance on deposits of up to $50 million, plus the Z Suite of digital tools that automate processing of payments and security deposits. In addition, there's Smart Safe, which provides for online management of cash. The point is you must have products and services with the capacity first to attract clients and then effectively address their needs. But, as important as tangible offerings may be, nothing is more significant in terms of working with businesses than establishing and maintaining relationships. That's why, at Kearny Bank, we created the role of Private Client Relationship Officers to interact on the figurative front lines with business clients. The responsibility of these PCROs, as we refer to them, is to serve as "personal bankers." They identify, call on, then advise business clients. In order to be even more tailored to the medical and educational verticals, we also created Medical Relationship Officer and Education Relationship Officer roles to meet the unique needs within these spaces.OPINIONIN MYBy Jack Anastasi, Senior Vice President, Kearny BankCULTIVATING BUSINESS CLIENTS
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