Friesland Bank: 'Groeien Dankzij Mond-Tot-Mondreclame'

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Friesland Bank: 'Groeien Dankzij Mond-Tot-Mondreclame' TOPSCORER TOPSCORER Friesland Bank: ‘Groeien dankzij mond-tot-mondreclame’ Bancaire kennis is te leren, maar boerenbloed in de aderen heb je wel bijvoorbeeld veel samen met andere bedrijven, een offerte aan bij Friesland Bank’. Bedrijfsgegevens zoals accountants en veevoerfirma’s. Als boeren Buiten Friesland zal de bank nog aan zijn of niet. Friesland Bank kiest voor zijn buitendienst uitsluitend mensen bij hen met vragen komen, is er geen betere bekendheid moeten werken. “Daar moeten wij Hoofdkantoor: Leeuwarden van agrarische komaf en met een agrarische vooropleiding. En als het reclame dan hun aanbeveling: ‘vraag ook eens boeren overtuigen dat wij een blijvende partij Nevenvestigingen: 24 in Friesland, zijn”, zegt Jacobi. Daarom staat Friesland Bank 7 in andere delen even kan, krijgt de Friese veehouder een Friessprekende accountmanager. sinds kort op de landbouwbeurzen en heeft van Nederland Jacob van Dijk (r) en Roelof Jacobi. de bank zich het afgelopen jaar voor het eerst Aantal medewerkers: 1.000 Met zijn formule scoort Friesland Bank hoge ogen bij veehouders. gewijd aan het op grote schaal verzorgen van Aantal agrarische specialisten: lezingen op boerenavonden. Nee, de hand-outs 60 (30 in de buitendienst) van de lezing krijgt de veehouder niet meteen Aandeel agrarische activiteiten: riesland Bank is inmiddels een contact met onze relaties intensiveren”, mee. Die worden later door de accountmanager 25 procent beduchte concurrent geworden benadrukt Roelof Jacobi, senior specialist agri. thuisgebracht. Werkgebied: Nederland, boven de lijn van de grote banken. In de eerste Qua tarieven wil Friesland Bank marktconform Veehouders weten de non-nonsens-aanpak te Enschede, Utrecht, Amsterdam helft van dit jaar bedroeg de groei zijn, maar qua advisering wil de bank uitblinken. waarderen. Via mond-tot-mond-reclame hoopt Omzet: 10 miljard euro in de agrarische sectoren 15 pro- Ook de naam is een pluspunt denkt Van Dijk. Friesland Bank zijn marktaandeel in de agrarische Historie: In 1913 opgericht als Coöperatie- Fcent. In de vier jaren daarvoor ging het jaarlijks “Friesland wordt geassocieerd met eerlijk, sector boven de grote rivieren in de komende ve Zuivelbank. De Coöperatieve ook al om 10-15 procent. Inmiddels heeft de bank nuchter, geen poeha, en afspraak is afspraak. vijf jaar tijd te verdubbelen naar 4 tot 5 procent. Zuivelbank sloot zich aan bij de 250.000 klanten, waarvan zo’n 10 procent uit (of Die mentaliteit willen wij uitstralen.” (In Friesland is het marktaandeel 20 procent). Coöperatieve Centrale Raiffeisen- een link heeft met) de agrarische sector. Volgens Komt Zuid-Nederland al in zicht? Van Dijk: “Die bank. Eind jaren ’60 ging de bank Jacob van Dijk, directeur agri, onderscheidt Fries- Acquisitie ambitie hebben wij voorlopig voor de agrarische zelfstandig verder en in de jaren land Bank zich van de concurrentie op de instel- Agrarische advertenties van de bank zal men sector niet. Nog afgezien van het mentaliteits- ’70 werd de naam veranderd in ling van zijn specialisten ‘in het veld’. Zij spreken zelden aantreffen. Van Dijk: “Je kunt nooit sneller verschil, lukt het ons thans onmogelijk om zo’n Friesland Bank. de taal van de boer. “Wij willen het persoonlijke acquireren dan via je netwerk. Wij werken groot rayon te bedienen.” Univé: ‘Trots op agrarische roots’ De van oudsher stevige binding met de land- en tuinbouw draagt waarborgmaatschappijen, die elk hun eigen Buitendienstmedewerkers zonder boerenbloed Bedrijfsgegevens beleid voeren en verantwoordelijk zijn voor de treffen we onder hen niet aan. Onder de agrarische ongetwijfeld bij aan de hoge scores die deze verzekeringsmaatschappij activiteiten in hun gebied. Dat heeft voordelen: adviseurs ook geen ‘snelle jongens’. Directe Structuur: Univé is een coöperatieve krijgt van veehouders. Eind negentiende eeuw bundelden boeren hun “Als ik een makelaar in loondienst neem, loopt verkopers matchen niet met de agrarische doel- vereniging, met daaronder Cor Ensing. zijn ondernemerschap terug. Ofwel, als men zelf groep, die meer dan de gemiddelde MKB’er 33 zelfstandige onderlingen krachten om de toenmalige landbouwcrisis het hoofd te bieden. Over- verantwoordelijk is voor zijn bedrijf, dan neemt waarde hecht aan traditionele normen en waarden. (in totaal 150 vestigingen). het ondernemerschap toe”, illustreert Ensing. Bovendien moet de adviseur zich kunnen ver- Rayon: Nederland al in het land werden onderlinge waarborgmaatschappijen opgericht. Zijn regio-onderneming omvat 4 verzekerings- plaatsen in de ‘seizoen-’ en ‘generatiegedachte’. Aantal medewerkers: 3.200 (waarvan Die agrarische binding is gebleven tot op de dag van vandaag. kantoren, 5 makelaardijen met hypotheek- Daarnaast rekruteert de verzekeringsmaatschappij 1.500 bij de regionale onderlingen) kantoor en dochterbedrijven in Duitsland en zijn medewerkers het liefst in het gebied waar ze Aantal agrarische specialisten: Zwitserland. werken. Vanwege het regiogevoel dat Univé en 145 (binnen- en buitendienst) De afzonderlijke maatschappijen profileren zijn medewerkers willen uitstralen. Zijn aanpak Omzet: 8 miljard (merendeel Boeren maken nog altijd voor een belangrijk directeur van Univé Drenthe-Overijssel. Boeren zich sterk in de eigen regio. Er worden lokale levert Univé een mooie cijferlijst op. zorgverzekeringen) deel de dienst uit bij Univé – zij hebben zitting vormen ook nog altijd een aanzienlijk deel van activiteiten gesponsord en ledenvergaderingen Aantal agrarische leden: 13.000 in de regionale en landelijke besturen die de de klanten (zie kader). Ensing schat dat 40 tot 45 georganiseerd, met naast een inhoudelijk deel Historie: Eind 19e eeuw richtten boeren over- organisatie kent. “Wij hebben graag boeren in procent van de agrarische ondernemers een of ook vermaak. “Afgelopen jaar hadden wij al in het land onderlinge waarborg- onze gremia. Zij zijn gewend om in lange ter- meerdere verzekeringen heeft lopen bij Univé. bijvoorbeeld Bram Moszkowicz als spreker.” maatschappijen op. Univé ontstond mijnen te denken, een seizoen verder te kijken Contacten met de klanten zijn belangrijk voor uit een fusie van NOVO en Verzeke- of een generatie vooruit. Boeren worden niet Franchiseformule Ensing. “Voor wie wil, krijgt hier gewoon de ringen DLG (1991). In 1992 gaat zorg- geregeerd door de waan van de dag. Werken aan Een tweede sterk punt is de franchiseformule directeur te spreken. verzekeraar Noord-Holland Noord continuïteit op de langere termijn is wat boeren die Univé hanteert. Het ‘Univé-imperium’ De landbouw is een apart specialisme binnen op in deze combinatie en in 2007 in zich hebben”, zegt Cor Ensing, algemeen bestaat uit 33 zelfstandige, regionale onderlinge Univé en vraagt om een aparte benadering. fuseert Univé met VGZ-IZA-TRIAS. 22 V-focus+ oktober 2008 V-focus+ oktober 2008 23.
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