You’re in luck…
At conference, after conference, after conference, when I speak to audiences of bank executives the talk lately has been “culture, culture, culture.”
Much ado about culture…why?
There’s good reason. Culture is proven to be the leading predictor of YOUR future growth and profitability.
Read that again…
CULTURE is PROVEN to be the LEADING PREDICTOR of future growth and PROFITABILITY.
Take that in for a moment.
That’s a scary statement for most bankers, heck for most business leaders anywhere. Most think culture is this touchy-feely,
Have you seen the latest study showing that community bank customers rank rate and price as the #1 criteria for choosing their bank?
Me neither…because it doesn’t exist…
Yet, the “myth” that price is the paramount concern for your customers runs rampant inside community bank sales teams.
The real research shows that price is only 5th on the list of considerations for most customers…
So why then do they ask for your rate, before asking anything else…?
Simple. If they’re asking that question, your prospects know no other way to tell your bank from another.