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GLOBAL CONFERENCE
Strategy zone:
Image zone: 4
Cross-selling zone:
Culture zone:
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This was one of two compulsory zones. Discussion in this zone focused on the main tar
gets of growing dient relationships, cross-selling, changing behavior and sharing
expertise. It was explained that personal development is an integral part of the strate
gie approach and delegates were encouraged to take personal responsibility for apply-
ing the strategy. Allen McCristal, Head of Sales for Hong Kong and Singapore said, 'The
strategy zone was very informative, there was lots of in-depth discussion. It was quite
informal and anyone could express their view to senior management induding Ralf
Dekker, who is responsible for Rl strategy. One very elementary point that I took away
from the session is that we need to market to Relationship Managers both from a
product and a sales perspective.'
The manner in which a message is presented is as important as the message itself.
Delegates in this zone thought about how Rabobank wants to be seen by dients and
peers and uncovered some secrets to enhance their presentation skills.The lesson here
was that the right image can lead to success and cannot be underestimated when
establishing high-level relationships. Rajat Monga, India Treasury, said this was a very
instructive zone.'The first five minutes is crucial in making a good impression. We spoke
about how to dress, talk and sit. Of course, the content is important and you must put
yourself in your audience's shoes to tailor your content precisely.'
In this zone, a role-play was performed.lt showed two doctors discussing a patiënt both
with wildly differing views on what is wrong with him and, more to the point, how to
cure him. It became dear that 'the patiënt' represented the company and it was up to
the delegates to decide how best to get the two physicians talking the same language.
Elwir Swietochosky, Poland Treasury, says the message of this zone is that cross-selling
requires better communication.'Different people have different views and it's impor
tant to communicate clearly and share a common target.'
Many strategie and cultural shifts are taking place within GFM. In order to achieve the
goals, behavior needs to change, therefore a visit to this zone was obligatory.
Discussions here focused on the objectives for 2003, behavior that needs to be adopted
and training that's required. Developing dient relationships is seen as the main vehide
for improved profitability, so the importante of knowledge management, value-added
business, cross-selling and dient account management was highlighted. Meirion
Morgan, London Financial Engineering, believes this zone was very supportive:'We dis-
cussed the importance of communication and the need for development programs to
assist Rabobank in creating a career culture.'
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