Clarity Advantage Reveals How to Capture Full Small Business Relationships for Bank Profitability

Sept. 9, 2010 - PRLog -- Attracting full small business relationships (business + owner + employees) can increase relationship profitability 300% or more and increase cross sells to 15 or more products.  According to small business banking specialist Nick Miller, a clearly defined and well-executed “mixed-household” strategy that integrates a bank’s retail and small business strategies is vital to attracting full small business relationships.  Miller will speak on “mixed-household” strategy at the Retail & Small Business Banking Conference during the session, Capturing the Full Small Business Relationship.  The conference is presented by the New York Bankers Association September 22 - 24, 2010 in Albany, N.Y.

“The potential impact on results is clear yet many of the opportunities to leverage small business banking relationships for driving broader product sales and increasing retail profitability are lost or missed in most banks.  In over 50% of small business relationships, owners and employees bank elsewhere,” contends Miller.  “Mixed small business households can be worth $10,000 a year to more than $24,000 per year to banks that are able to capture most or all mixed-household relationship elements.”

During the session, Capturing the Full Small Business Relationship, Miller will focus on:
•   Mining customer databases
•   Fully assessing personal and business payment cycles
•   Broadening the conversation from the current relationship to an expanded relationship

For more information about the Retail & Small Business Banking Conference, register for the event, and attend Miller’s presentation, Capturing the Full Small Business Relationship, please go to http://www.nyba.com/education/2010-Retail-Landing.html.

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About Clarity Advantage: Business banking consultant Clarity Advantage helps banks generate more profitable relationships faster with small and medium-sized companies, their owners, and employees. Clarity consulting, communications, sales tools and training help banks recruit and deploy sales team members, choose their best business and consumer prospects and clients, then approach, engage, sell, expand, and retain relationships. Clarity also assists banks with consumer sales and cash management sales. Clarity clients have posted increases in household penetration, cross-sells, deposit volume, and loan volume. Visitors to Clarity’s website, http://www.clarityadvantage.com, can subscribe to “The Weekly Sales Thought,” a free eNewsletter and podcast focused on business-to-business selling and sales management.