Sales Growth

Situation

The management of a regional bank was seeking a new market-based approach to sales and growth objectives and goals. Past goals had been based on top-down, bank-wide goals applied to branches or product groups; expected annual increases from previous years’ performance or an arbitrary objective agreed upon by a group of senior level management.

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Analysis

For both consumer and business segments, we conducted a detailed market analysis of the bank’s trade area and per branch trade area data.  Information was integrated with the bank’s customer/household file to determine market position, penetration, product shares and product ownership. We then examined bank data in context of financial product potential, generational structure of the customer base and market, product life cycle needs and generational potential.

Analysis

For both consumer and business segments, we conducted a detailed market analysis of the bank’s trade area and per branch trade area data.  Information was integrated with the bank’s customer/household file to determine market position, penetration, product shares and product ownership. We then examined bank data in context of financial product potential, generational structure of the customer base and market, product life cycle needs and generational potential.

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Insights

We were able to provide the bank with:

  • Detailed per customer growth opportunities per product type and identification of non-customer opportunity for growth.
  • Deposit and loan growth was projections across a five-year horizon.
  • Bank and branch sales targeting plans
  • Communication, channel and marketing plans
  • Financial and business projections, accompanied by lists of customers and non-customer prospects.
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