The Cross-Sales Myth That’s Costing Your Bank Millions

If “our people just need to do more” actually worked, you’d already be at 8.0 cross-sales per customer—and popping champagne every month.
But you’re not.
Because knowing doesn’t drive results. Systems do. Culture does. Accountability does.

In this video, we expose the lie holding banks back—and reveal how the Top 5% of performers are engineering consistent sales growth with one non-negotiable:
They treat cross-sales like oxygen.

You’ll discover:

• Why your bank’s efficiency ratio is quietly begging for a cross-sales system.
• The daily habits top banks use to triple results in under 12 months.
• How one CEO (Keith Knudsen) took a “good” bank and made it award-winning, without adding staff.

If you’re tired of stagnant sales, culture-by-memo, and lukewarm results…this is your blueprint.

Let’s talk about the lie that keeps banks stuck:

“Our people know what to do—they just need to do more of it.”

If that worked, you’d already be at 8.0 cross-sales per customer and celebrating like it’s your birthday every month.

But you’re likely not.
Because knowing doesn’t change performance.
Systems do. Culture does. Measurement does.

If your team isn’t living cross-sales every single week…
If cross-sales are stuck in neutral or limping along at 2.2 which is average
It’s not your people.
It’s the system (or lack of one).

Here’s the truth:
Cross-sales are the single most underleveraged profit driver in most banks today.

• They boost deposit quality
• They create stickier relationships
• They let you justify premium pricing
• They protect your base when competitors knock
• And to transform your efficiency ratio as a lovely surprise

But for most banks, cross-sales are a hope and a memo.

“Let’s do better.”
“Remember to ask the extra question.”
“Don’t forget to go for the add-on.”

Meanwhile, nobody tracks.
Nobody celebrates.
Nobody owns the number.

So nothing moves.

The banks in the Top 5% of performance, or Top 5 Percenters as I like to call them, have one big difference:
They treat cross-sales like oxygen.

👉It’s part of every daily huddle
👉 Every team member knows their number
👉 There’s accountability AND celebration
👉 And the culture is trained to build value first—then earn the sale

Most banks tripled cross-sales in less than 12 months…
Not because they had better people.
But because they had better systems, better rhythms, and a culture that refused to coast.

Now—incidentally…

One of the best examples of this transformation? Keith Knudsen.

His bank wasn’t broken. It was good. But good wasn’t the goal. Greatness was.

And within one year:
💥 Cross-sales tripled
📈 Sales consistency became cultural
🚀 The team locked in above 8—and never looked back

“We created a performance culture so strong,” Keith told us, “that the results were the by-product—not the goal.”

And the story doesn’t end there.

Keith is going to break it all down—step by step—in our next episode of the Top Gun CEO Interview Series on May 20.

If you’ve ever:

• Struggled to move cross-sales
• Felt alone in trying to drive culture
• Wondered, “Is there actually a system that works?”

Then block the time. Because what Keith shares will make your next leadership meeting feel like halftime at a comeback Super Bowl.

Yes, we’ve had execs tell us they’re literally watching these Top Gun interviews with their execs with popcorn—because they finally have hope and the how-to’s.

Now… it’s no surprise Keith’s bank was also named one of the Extraordinary Bank of The Year—the highest level of Banky Award.

That’s not a PR stunt.
It’s what happens when performance meets purpose—and someone has the guts to install the systems and demand the execution.

The Banky Award isn’t about ego.
It’s about positioning.
It gives your team a flag to rally around… and your prospects a reason to choose you at full price.

So if you’re delivering results like this—or you’re ready to—
Don’t sit back and clap for the winners. Be one.

Click here to join us May 20 for the Top Gun Interview with Keith Knudsen.

Apply for the Banky Award and position your bank where it belongs.

Results aren’t random. They’re engineered.
And on May 20, you’ll see exactly how one of the best in the business did it—step by profitable step.

Show up. Take notes. Bring popcorn.
Let’s make banking legendary again.

To your continued success, 

Roxanne Emmerich 

Please watch the video above and share it with your exec team and board.