The Sales Honing® Academy

Helping Bankers Build a Repeatable Set of Processes and
Behaviors That Create Greater Sales Production and Performance Predictability.

“Our lenders, entire staff and the bank are benefiting
greatly from our participation in the Sales Honing Academy.”
Rebeca Romero-Rainey
CEO and President,
Independent Community Bankers of America
Former Chairman and CEO, Centinel Bank of Taos

What would help you be more successful?

  • Scheduling More Face-to-Face Sales Calls with Quality Prospects, or
  • Improving Your Closing Ratio and Closing More Business with Better Margins and Fee Income

The Sales Honing Academy is a virtual year-long, next-generation Sales Culture Development program to help bankers sell more complex banking solutions, market themselves more effectively, and improve profits, while fitting realistically into the portfolio management and regulatory responsibilities of today’s busy relationship managers and commercial lending teams.

The Academy consists of:

  • Two programs (you can sign up for one or both):
    1. Honing Your Marketing and Business Development Efforts.
    2. Honing your Consultative Sales Process.
  • Each program includes a 75-minute Webinar and a 60-minute Group Coaching Call every month. Webinars and Group Coaching Calls are scheduled two weeks apart.
  • Behavior Reinforcement Tools:
    • Participants receive The Edge, our monthly newsletter exclusively customized from our monthly webinar material.
    • 30-Day Action Plans that provide a clear execution path and allow sales managers’ the opportunity to coach and outline accountability expectations.
    • Monday Morning Catapult: Our bi-weekly behavior reinforcement tool is guaranteed to launch your relationship managers into focused, result-producing actions starting first thing Monday Morning!
  • The convenience of training from your own office without incurring cost of travel.

Lifetime Career Support — Upon graduation, you will be able to continue participating in the various professional development and personal growth webinars, plus ongoing access to new tools and resources offered periodically throughout the year.  You’ll have access to all of this at no charge for the rest of your career – even if you switch banks!

Unconditional Money Back Guarantee — We’re so confident in the value of the Sales Honing Academy to produce stellar results that if your relationship managers use our materials and don’t produce an ROI ten times your investment, you have the right to ask for a full refund!  We’ll refund your entire Registration Fee!

The Academy is designed as a two-year program.

You can:

  • Join the program that best suits your immediate needs.
  • Participate in both at the same time to expedite your development and results.
  • Take the programs sequentially over two years.

The table below compares each program to help you determine if you want to sign up for one or both.

Call Ray at (760) 720-9720 if you need additional information to help you decide.

“The Sales Honing Academy is the best sales training program I have ever seen offered in the market over my 40 years in banking.  The program is uniquely designed to support and create value for a wide variety of relationship managers, commercial lenders and team leaders no matter what their experience level or market.  The program focuses on helping our folks to hone their marketing and sales processes for bringing in quality new relationships and for deepening and leveraging existing ones.  It also focuses on helping our sales managers become better, more competent sales managers.  It’s easily accessible for everyone, isn’t overly intrusive, yet provides a powerful “drip” process of new ideas, concepts and tools that build upon each other while empowering our folks to “practice and hone” their skills necessary to compete successfully in today’s market conditions.  The traction and the biggest benefit come from the simple, 30-day action plans that create tremendous weekly engagement, new perspectives, discussions and accountability among sale staff and sales managers in our commercial banking team.  It is a very unique and powerful process that doesn’t require that we take our teams out of the market or incur all of the customary and substantial travel related costs associated with old-school, instructor-led sales training.”

John Grauten California President, First Bank
InformationProgram 1Program 2
NameHoning Your Marketing and Business Development ProcessesHoning Your Consultative Sales and Negotiation Skills
SynopsisThis program is designed for the banker who needs to go on more quality sales calls each month. We’ll help develop a cohesive, integrated and well-thought out marketing and business development system!This program is designed for the banker who needs a little more confidence and stronger negotiation skills to close business with premium pricing. We’ll help you develop a much stronger and more systematic sales approach!
AudienceRelationship Managers and Commercial BankersRelationship Managers and Commercial Bankers
PlatformWebinar and Group Coaching CallWebinar and Group Coaching Call
Duration1 year1 year

Pricing:

$2,750 per person
Team of 5 Pricing $2,000 per person

Pricing:

$2,750 per person
Team of 5 Pricing $2,000 per person

Invoicing Available as Alternative Payment Option

We recognize that changing behaviors isn’t easy!  When a team of employees from the same bank share a common goal, we’ve discovered the evolving camaraderie and focus produces results dramatically quicker!

With over 30 hours on instruction, plus access to Lifetime Career Support from the Sales Honing Academy community, the Academy offers exceptional value!

Discover What BTI Growth Advisors Can Do For Your Bank

Call (760) 720-9270

Here’s What People are Saying About the Sales Honing Academy and BTI Growth Advisors

Chris Walsh
Director of Banking
Blue Gate Bank

Rick Sanborn
Chief Executive Officer and President
Seacoast Commerce Bank

“Having participated in a good many sales development seminars over the years, and having conducted many of them myself, I came to BTI’s Sales Honing program with a critical eye demanding to be impressed…and I was! I found the sessions to be spot on the target in terms of sales focus and techniques, and the material presented was concise and stripped of fluff. My colleagues and I enjoyed the participatory nature of the sessions, and we all walked away with clear, actionable items that immediately produced results.”

Bruce G. McClellan
Vice President, Manager
F&M Bank

“Our net interest margin has increased by an average of 20 basis points. This is substantial when you consider each basis point equates to $3,500 or $70,000 per transaction after-tax income to shareholders. Our fee income has also increased by 20% as a result of utilizing BTI’s winning strategies, training and coaching.”
Lyle Hansen
Executive Vice President,
Baker Boyer Bank

“Ray Adler shares a unique approach to selling that is unlike anything I have read, heard or experienced before. After just 2 sessions, I was using new, innovative strategies that have already changed my business. The material is comprehensive, well organized and well presented.”

John Marder
Senior Vice President, First Bank

Dan Yates
Chief Executive Officer
Endeavor Bank (In Organization)

John Grauten
California President
First Bank

“We experienced a 300% increase in the number of business DDAs opened on a monthly basis. In addition, we achieved 162% of our deposit goal. Given current market conditions, our Board couldn’t be happier. BTI Growth Advisors’ expertise, strategies, training and coaching just plain work!”
Jeff Jones
COO, Bank of Idaho

“BTI’s training and coaching have helped me hone my business development and sales approach so much that I hit my annual $22M sales goal by May and I’m on track to double that number by year end.”
Morgan Lanchantin
First Vice President,
American Business Bank

“Sales Honing has been the most valuable tool for consistently improving my personal business development skills over the long run. I have been through lots of sales training over the years, but Sales Honing is focused more on enhancing, not completely replacing the way I approach business development.”
Ben Price
First Vice President, Regents Bank

“Developing a Sales Culture in a bank is a long term process involving many factors. We chose BTI to help support our efforts to develop a sales culture and have been extremely pleased with their expertise and commitment.”
Ramona Bee
EVP, Far East National Bank

What is the Sales Honing Academy?

Program #1

Honing Your Marketing and Business
Development Processes

Targeted Audience:  For the banker who needs to go on more quality sales calls each month.

Over the course of this next year, we’ll help you develop a cohesive, integrated and well-thought out marketing and business development system!  You read that right…a business development system!  How is your current business development system working for you?

Now, we can’t do the work for you but we guarantee that if you do the work, we’ll guide and support you such that over time you’ll double or triple the number of quality face-to-face appointments you go on every year…for the remainder of your career!

We’ll teach and coach you to hone the following processes:

  • Marketing Plan Development
  • Time and Priority Management
  • Market and Prospect Segmentation
  • Referral and Warm Introduction
  • Follow-up and Lead Generation
  • Process to Leverage Trade Association Membership
  • Goal Setting
  • Positioning
  • Personal Branding
  • Personal Accountability

Program #2

Honing Your Consultative Sales and Negotiation Skills

Targeted Audience:  For the banker who needs a little more confidence and stronger negotiation skills to close business with premium pricing.

Over the course of a year, we’ll help you develop a much stronger and more systematic sales approach, one that strives to have every customer appreciate the value, distinctiveness and expertise that you and your bank brings — by choosing your bank over the competition.

10 to 30 basis points premiums on every deal are possible when relationship managers abandon the old “needs-based” sales approach popular in the 20th century.  Today, “aligning with the customer” is a far more contemporary and effective approach to winning new business with premium pricing.

If you’re willing to refine the ways in which you think and approach each sales opportunity, and be willing to position yourself out of your comfort zone as you develop yourself, Program 2 will provide the necessary guidance and support to allow you to shorten the sales process and close more business with premium pricing.

We’ll teach and coach you to hone the following processes:

  • The Be-Do-Have Alignment Model
  • The structure of an alignment conversation as opposed to a sales conversation
  • How to shorten the sales process
  • Abandon the antiquated concept of “closing” sales.  In 2018 customers buy!
  • Creating a “buying environment” where customers naturally want to do business with you over your competitors
  • Pre-call planning strategies and tools
  • Post-call debriefing strategies and tools
  • Effective questioning strategies
  • Advanced positioning and communication strategies
  • Value creation strategies

“We achieved a very favorable ROI over the three years we worked with BTI and utilized their Sales Honing System to improve our sales execution.”
Steve Sefton
Former CEO, Regents Bank

Meet Ray Adler

Bank Culture and Sales Expert
CEO, Author, Speaker
BTI Growth Advisors, Inc.
Call (760) 720-9270

“What made your bank successful in the past, won’t sustain your success in the future.”

For over 17 years, BTI Growth Advisors has helped more than 100 Premier and Super Premier performing regional, business and community banks bring their sales efforts into the 21st Century.  Our efforts, strategies, tools and practices brought each bank impressive and measurable results.

The Sales Honing Academy
Unconditional Money-Back Guarantee

It would be impossible for a relationship manager not to generate a minimum ROI of at least ten times the Sales Honing Academy investment.  The only way that could happen is if they literally didn’t use a single piece of information, strategy, tool, process, template or checklist over the entire year.  And we’re certain your sales managers would never let that happen!

We’re so confident in the value of the Sales Honing Academy to produce stellar results that if your relationship managers use our materials and don’t produce an ROI ten times your investment, you have the right to ask for a full refund!  That’s right!  We’ll refund your entire Registration Fee!

PLUS…

Lifetime Career Support!

You Heard Us Right!

Graduates of the Sales Honing Academy represent a growing community of progressive bankers across the country dedicated to honing and innovating their marketing and sales activities.

Once you’ve graduated from the Sales Honing Academy, you will be able to participate in the various professional development and personal growth webinars, and have access to new tools and resources offered periodically through each year and for the rest of your career for no additional investmenteven if you switch banks!

8 Reasons to Participate

Unlike three-day boot camps and sales intensives, we’re not going to dump a ton of content on you and hope for the best.  The Sales Honing Academy is a virtual year-long program designed to fit realistically into the portfolio management and regulatory responsibilities of today’s busy relationship managers.

1 You’re Not Hitting Your Sales Goals. Don’t worry, you’re not alone!  Half of the relationship managers don’t hit their annual sales goals.  The Academy provides a proven system designed to support you every step of the way to achieving all your goals – even your stretch goals!

2 You Value New Ideas. Banking is rapidly changing, and you personally recognize the importance of being open-minded and value learning new strategies, ideas and approaches to gain a competitive advantage.  Using the strategies, processes, and tools presented in our Academy can double the production of every relationship manager – even your top producers.

3 You Want More Quality Referrals. We’ll teach you how to start generating more quality referrals on a consistent basis from a wide variety of sources – not just CPA’s ad brokers.

4 No Longer Compete on Price. The way to win business with stronger margins is a function of how well relationship managers sell the value of their solution.  We’ll show your relationship managers how to consistently close business with 20 to 30 basis point premiums.

5 Make Your Marketing Efforts More Productive. Most relationship managers don’t have 40 hours a week dedicated to developing new business.  We’ll show you how to make the most of your time to develop new business ensuring you hit your annual sales goals.

6 Bring New Deposit, C&I and Owner-Occupied Client to Your Bank. Many banks are challenged to fund growth while balancing the CRE concentrations in their portfolios.  Nearly everything we do is designed to help your relationship managers find, develop, and close more of those prized deposit, C&I and owner-occupied clients.

7 Become a Skillful Negotiator. Your relationship managers will develop the confidence, poise, and patience to become skillful negotiators with the ability to close business with 20 to 30 basis point premiums.

8 Your Branch Managers Need More Visibility. Our Academy is equally ideal for branch managers who have lending goals and need to get out into their communities and develop small business relationships.

Register for the Sales Honing Academy

2 Programs To Choose From!

With over 30 hours of instruction and lifetime membership into the Sales Honing Academy community, the Academy is an exceptional value!

We recognize that changing behaviors isn’t easy!  When a team of employees from the same bank share a common goal, we’ve discovered the evolving camaraderie and focus produces results dramatically quicker!

The Sales Honing Academy programs can also be customized and delivered on-site exclusively for your bank.

Regular Price $2,750 Per Person

Register a Team of 5 for only $2,000 per person

Call 760-720-9270

We can customize and deliver the  Sales Honing Academy exclusively for your bank. Call Ray Adler today to discuss the program that’s right for you!