Setting sale: How to build a winning cross-silo referral program

BAI Banking Strategies: In this article, Mark Renfro outlines five questions to ask yourself if your referral program isn’t delivering hoped-for results.

It’s one of the most ubiquitous sales programs in the banking industry and should be one of the most productive: the cross-silo referral program. So why does it often fail? After all, customers welcome an apt referral because it means getting needed help from a place they trust.  The bank welcomes a good referral because it deepens the customer’s loyalty. The two bankers involved at either end develop a relationship and move from referring to the anonymous “business bank” to their colleague. And cross-silo represents an inexpensive way to improve the bank’s sales focus via a relationship strategy.