Let me ask you this: If you’re a loan officer, should you be spending your time running around Main Street, meeting with people who have a 10% close rate? You’re just matching rates and losing money for your company. You’re not going to make that up in volume.

Or, would it make more sense to identify your next top 100 most profitable clients, learn how to connect with them in a way that gets you an appointment, and then close the deal in two meetings without worrying about pricing? That way, you’re securing their entire business—and their friends’ business, too.

You tell me, which approach makes more sense?

Now, I know what you’re probably thinking. I’ve worked with bank executives for decades, and I know exactly what you’re going to hear when you bring this idea up.

Some folks will say, “Don’t you get it? I’m too busy running around Main Street to focus on this. I’m exhausted! How can you ask me to do even more?”

But here’s the thing: The future belongs to those who understand this. We need to bring brilliance to our work, good strategic thinking, and execute with behavioral economics. We have to understand what actually makes money for our organizations—and what’s costing us. It’s time to focus on the right things.

Alright, next time we talk, we’re going to have some fun. I’ve got a surprise for you, something that no one really knows how to do yet—but it’s going to be really important for the future of your organization.