Magazine article American Banker

A Marketing Tool Wins Followers; San Diego Trust's System Building a Track Record

Magazine article American Banker

A Marketing Tool Wins Followers; San Diego Trust's System Building a Track Record

Article excerpt

A Marketing Tool Wins Followers

San Diego Trust's System Building a Track Record

An aggressive marketing program first used by San Diego Trust and Savings Bank has improved product cross-selling and increased core deposits at more than 32 financial institutions nationwide.

The success rate has motivated a number of other institutions to install the sales system. They include Valley Bank of Nevada, Las Vegas; Suffolk County National Bank, Riverhead, N.Y.; and First Trust Bank, Ontario, Calif. And others are following, San Diego Trust said.

Through a combination of sales-staff training and computer-based incentive systems, San Diego Trust raised the average number of bank products used by its customers from 1.1 in 1981 to 2.7 this year.

Gordon Dames, president and chief executive officer of San Diego County Credit Union in California, said his institution "has seen significant, measurable results since implementing the program. Our service quality, member account relationships, and net income have increased substantially."

Payback Put at 18 Months

The program from San Diego Trust -- known as Success -- costs between $21,000 and $49,000, depending on the size of the institution, for all software, hardware, and related training expenses. Bankers put the payback time for the system at about 18 months.

The sales system focuses on training bank tellers and platform officers to cultivate customer relationships that result in expanded banking relationships. …

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