Bankers See Room To Improve Cross-Selling

When asked to rank the most critical success factors in successful cross-selling, 89% of the participants said a trusted relationship between people in sales and those who generate their leads is most important to success, and 72% said their institutions are doing a good job in this area.

Generating referrals from the banks’ branches ranked second, with 79% of the participants citing this as important. But only 38% of the participants said their banks are doing a good job of generating branch referrals.

The bank’s image ranked third and was cited by 68% of the participants. Only 35% of the participants said their institutions have established a strong brand image.