Selling the Value of Treasury Management

The bankers of today must be “lenders” as well as “deposit gatherers.” Community banks are searching for ways to increase core deposits and non-interest fee income: Treasury Management is the answer. In this course, you will gain a deeper understanding of how each of the most popular TM services bring value to your business clients and how to focus on the value versus features. We will cover the ideal organizational design for Treasury Management and how to incentivize the sales team.

You will walk away from this course with a deeper knowledge of Treasury Management and learn strategies to increase core deposits and non-interest fee income. You will learn ideas on how to market Treasury Management services to your business customers.

Topics Covered

Part I – What’s in it for YOU!

• Benefits to you and your Institution
• Provide Business Transformation Strategies to your business clients
• How you get started
• Getting to results
• Increasing Your Income

Part II – Knowledge

• The Treasury Management Framework
• Maximize the Account Analysis statement as a tool to cross-sell products and increase deposits
• Learn the benefits and value of most popular TM services available in the market
• How to match the value of each service to your business customer’s needs by asking the right discovery questions
• Determine which services to offer based on your business clients’ industry

Part III – The Sales Process

• Sales Process
• The right Sales Process for your Institution
• Treasury Management Needs Assessment
• Incentive Program for sales team
• Organizational Design

Key Learning Objectives

1. Gain a deeper understanding of the value of Treasury Management
2. Gain knowledge of Treasury Management services and how they help your business clients
3. Identify new non-interest fee opportunities, how to market and brand your Treasury Management services, and ideas on how to sell more services by meeting your clients’ needs
4. Learn about a sales process and how to customize it for your institution

Who Should Attend

Business bankers/sales team who want/need to learn about Treasury Management services and their benefits to business clients, Treasury Management sales officers/specialists, Treasury Services personnel who support the TM clients, and Marketing staff. This course is also designed for Presidents/CEOs who are looking for the ideal organizational structure for Treasury Management and looking for additional non-interest fee income as well as new core deposits.

Presenting at ICBA Live 2024, Learning Lab

For more information and to register, click here.