The secret to marketing business banking is unlocking your expertise.
A couple things happened this week that led to this post. First, I received a letter from a bank soliciting the company's business. It was like every other solicitation from a bank. The assistant vice president sending it spent the better part of the letter telling me all the usual stuff – number of years in business, services they have, number of locations, and number of ATMs.
I kept waiting for him to tell me where they fit in the banking landscape. To prove to me a specialization that will ...continue reading