I believe accountable people make the world go ‘round.

In this session, I’ll show you how to get everyone in your bank thinking about how to bring in the next best customers at premium pricing—in other words, getting everybody thinking like a marketer.

If you have the traditional marketing department where they do “their thing” and nobody quite understands the why or the how except those in the department, that’s very typical. You’re going to love knowing that you can expand that department so that everyone in the bank says they are a marketer.

If your people—both in customer-facing positions and the back office—are already actively involved every day in bringing on the next best customers and taking your current most profitable ones and “kissing them on the lips until they chap,” good for you. I have a few more things for you to keep that party going.

Or, if you’re thinking, really, one more thing to think about, Roxanne? I have to run a bank or grow my department and now you want me to be an extension of the marketing team? Let me just share with you, well, yes. I promise you that when you do this correctly you will spend less time in the office—not more.

Nearly every bank would say that their team members don’t consider themselves marketers.

I’m now going to give you three steps that will get your team to help grow some new, more profitable accounts in just a few weeks, regardless of their positions.

• Step 1: So much education in banking encourages people to be excited about the number of new accounts, but if you’re a typical bank, there’s only about 100 who account for all of your profits. Your team needs to know that.
• Step 2: As opposed to the “we love them all the same” approach to customer service, everyone must understand the need to take very good care of all customers but that your Top 100 customers and your Top 100 prospects are the reason you exist. Literally. Without them, there is zero profit. They’re not the meaning of life… but they are why the doors remain open.
• Step 3: Get everyone and everything aligned so that you never lose a Top 100 customer, and you get all of their business. All marketing and sales efforts should focus on the Top 100 list; everything else is noise that can never be used as an excuse to not be impeccable on the delivery for your Top 100 initiatives.

Again, first get your people to understand real life “bank math,” so they understand that the best way to help the poor is to not become one of them. Second, focus your efforts on getting more Top 100 and lastly, take your current Top 100 and build “kiss them on the lips until they chap” approaches to service.

By getting everyone in your bank thinking like a marketer, you can create a sustainable and profitable bank that sees economic downturns as an opportunity to thrive more because you’ve built so much safety you can sleep like a baby every night.

I have a special surprise in the next episode, so don’t miss it! It’s going to get you home earlier every night with more results.