Tennessee Bankers

Bridging the Gap Between Service and Selling

April 23: Nashville, TBA Barrett Training Center

This program has ben canceled. Please contact Sheena Frech for more information.

Presented by TBA and Integrity Solutions


Banks emphasize the importance of building strong customer relationships as a way to increase wallet share. Most articulate this in their values as well as through ongoing communications and employee training. So why do so many well-intended bank employees still fumble these critical business opportunities?

It takes more than friendly relationships and responsiveness to build customer loyalty and grow share of wallet. While most customer-facing bankers are skilled in relationship building, they aren’t sure how—or in many cases are downright reluctant—to turn those relationships into business. It requires employees to sell, and for many, that’s the ultimate four-letter word... 

While no one in a bank may have the word “sales” in their job title, selling is a shared responsibility across the organization. If your team isn’t embracing the role of asking good questions to figure out what the customer needs, then they’re probably missing out on opportunities to add more products and create deeper, lasting customer relationships. And when the bank down the street advertises something you haven’t mentioned, that customer could be out the door in no time.

At its core, effective selling is a mutual exchange of value. Once employees realize that this represents an opportunity to help customers and provide an even higher level of service, they’ll have an entirely different perspective of what they’re expected to do. They’ll also be more motivated to think about what their customers might really need, as opposed to just responding to explicit requests.

All employees should see their jobs not just, “I’m here to serve customers,” but also, “I can serve customers better by identifying additional needs they have.”


Participants Will Learn

  • How to shift negative mindsets about selling and bridge the gap between customer service and sales
  • How to recognize unfulfilled needs, address them, and create real value for customers
  • Five critical factors that influence sales success, the importance of each dimension being in alignment, and the ripple effect on the person’s willingness and ability to ask good questions
  • Shifting from a transaction (“I don’t want it to appear that I’m pushing a product”.) to a customer-focused mindset
  • Four key steps that will create more value and none of them involve memorizing scripts or employing aggressive or manipulative “hard sell” tactics
  • Importance of values, ethics, and beliefs (aka integrity) in selling
  • How to communicate more effectively with customers’ different personality styles


Who Should Attend

All levels of bank employees interested in deepening customer relationships and adding value in every customer interaction.



8:30 a.m. – Registration
9:00 a.m. – Program begins
Noon – Lunch
1:00 p.m. – Program resumes
3:00 p.m. – Adjourn



Mike Fisher has spent his entire career in direct sales, sales management and most recently, sales training and consulting. His energetic and engaging style is filled with practical insights and ideas drawn from personal and professional experiences “in the trenches.” Since joining Integrity Solutions in 2003, he has conducted sales training and coaching for a diverse group of clients, including Abbott Laboratories, Sanofi-Aventis, Johnson & Johnson, Coca-Cola, Gerber Life, Enterprise Rent A Car, Tractor Supply Company, Embassy Suites and many more.


Continuing Education Credit

Qualifies for 5.5 hours of Continuing Professional Education (CPE) credit in the area of Specialized Knowledge




TBA Contact

Sheena Frech - sfrech@tnbankers.org
Director of Education
Tennessee Bankers Association
211 Athens Way, Ste 100 • Nashville, TN 37228-1381
800/964-5525 or 615/244-4871 or www.TNBankers.org

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