I attended my first bank CEO conference several decades ago. You know what the theme was when people talked about cross-sales? They said, “My people are still order takers.” Fast forward a few decades, and CEOs still tell me, “My people are still order takers.”

How could we not have made progress on such an important issue over decades? Cross-sales are a measure of trust. When you’re the only bank they’ll ever need or want, they bring their entire relationship to you. That’s called cross-sales. 

Cross-sales aren’t about pushing products. They’re about being such an expert at what you do, crafting each question beautifully as a trusted advisor, and seeing the opportunities. At the end of this questioning process, you can say, “Based on what you’re telling me, I think I can help you. I’m going to recommend this because you mentioned you had a challenge with that. I’m also going to recommend this because it will address the issue you mentioned about [specific problem].” Then you ask, “Do you have any questions, or would you like to get started?” That’s the essence of the process. The key is, do your team members know how to ask the right questions? Are they truly listening? Are they connecting with the person in a way that makes them feel heard and understood? 

I’ll never forget a woman who came to me when I was in banking. She had a PhD in a very challenging field. She and her husband had two children, she earned significantly more than her husband, and she was a saver while he was a spender. They were on the brink of divorce. They shared all of this with me and asked how I could help them work through their money issues. I took them through a process that I now teach our trusted advisors. I teach them how to have meaningful conversations that make a difference in people’s lives. 

When I left full-time banking to start this firm, she came to me and said, “I’ll never find another banker who can do what you did. You saved my marriage and my savings. I’m never going to find another one like you.” I told her, “Oh yes, you will. I’m off to teach hundreds of thousands of people how to do this.” Now, we have many certified trusted advisors who bring expertise and value to their customers, making them feel like they have the only banker they’ll ever need. 

One trusted advisor recently told me, “Roxanne, ever since I learned this process, none of my clients talk about rates anymore.” That was the point all along. It’s never supposed to be about rates. If they’re talking about rates, you’re a vendor, and they see you as such. You’re never to be a vendor; you’re to be their partner and trusted advisor, well beyond lip service. That’s the game. Cross-sales are just a number that lets us know we’re getting the job done.  

To your continued success, 

Roxanne Emmerich 

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