9 STOP SELLING SUGAR
One of my clients is a commercial lender at a community bank. In the middle of a marketing seminar that he attended early in our relationship, we were talking about finding out what his commercial lending customers really want and how to package and position his bank’s offerings squarely in the crosshairs of those wants. At one point, he exclaimed with a bit of frustration, “But David—the problem is that I’m selling sugar!”
I turned to the rest of the group and asked, “What’s wrong with this picture?”
Everyone agreed that if the banker thinks he’s selling sugar (a commodity where all that matters is price, price, and price), ...
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