Have you ever had a team of experienced skilled bankers that just couldn’t reach their sales goals? Despite the fact that you worked very hard to build a great sales team…sometimes they still produce only modest sales results. So what’s the problem? Is it too many distractions or lack of focus?
Maybe it has more to do with your bank’s “sales culture” rather than your “sales team.” But changing a bank’s sales culture is one of the most difficult leadership challenges. That’s because a bank’s sales culture comprises an interlocking set of individual values, motivations and cultures.
- Values…The beliefs and ideals that influence individual behavior, attitude and decision-making
- Motivation…The internal and external factors that drive individual actions
- Culture…The organization’s environment that affects productivity and performance
These three elements fit together as a mutually reinforcing system and combine to prevent any attempt to change it. That’s why single-fix changes (Sales Training, CRS systems, Score Cards) don’t have long-term impact on the bank’s sales culture.
Changing a bank’s sales culture is a large-scale undertaking and requires significant commitment from top to bottom in the bank. The most fruitful success strategy starts with individuals understanding their values (beliefs & ideals) and motivations (internal & external) first. The next step is to understand the values (public & private) of the bank’s sales culture to determine what’s helping or hurting productivity and performance.
Changing The Culture
1.Clarify Individual Values: the first step to making any changes starts with identify the individual beliefs of the bankers and how those beliefs are affecting their performance.
2. Cross-check Motivations: Once individual beliefs have been identified, the next step is to assess individual motivations against what motivates and drives the bank’s actions.
3. Compare Values, Motivations and Culture: The final assessment compares the banker’s and team’s values and motivations to the bank’s sales culture.
4. Focus on Important Indicators: Once there’s a clear understanding of all the positive and negative factors that are affecting team performance, then the sales team can focus on those changes to the sales culture that will significantly change the culture.
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