You’ve got to be kidding!

You’ve got to be kidding!


They’re ending our relationship?

It was a frustrating time for my client.

The agency struggled to replace a retail banking account they lost when a larger competitor acquired the bank.

The mandate to me was to set appointments with decision-makers at other midsize to large banks.

At first, I thought this would be easy.

My client had deep category experience.

But I struggled to get decision-makers’ attention.

Busy banking execs weren’t interested in another agency credentials conversation.

Back to the drawing board.

We recognized that, like with banks, we need to make a deposit before we could make a withdrawal.

With that insight, the agency conducted original research on online account opening.

The study uncovered new opportunities to improve the process.

We changed our outreach messaging’s call-to-action from a meeting to discuss the agency’s category expertise.

And shifted the offer to a no-cost consultation to share research on improving the prospect’s account opening process.

Soon after, appointments with C-suite executives at BB&T, BMO Harris Bank, and Fifth Third Bank, among others, were set.


By GIVING value first, we were able to GET value in return.


Christian Banach

Christian Banach

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