Turn Business Bankers Into Treasury Management Advocates

Your bank’s best opportunity to grow Treasury Management (TM) revenue might come from your business bankers. They already have strong relationships with commercial customers and understand their financial needs. When equipped with the right knowledge, business bankers can become powerful advocates for Treasury Management.

Here’s how to make that happen.

Start With Awareness

Many business bankers know TM exists but aren’t always clear on what it does or how it helps customers. Without that understanding, they’re unlikely to bring TM into customer conversations.

You can fix that with consistent internal education:

• Host short lunch-and-learn sessions explaining key TM services and benefits.
• Share real examples of how TM solved a customer problem.
• Provide simple talking points that connect TM services to customer outcomes.

When business bankers understand the value of TM, they naturally start introducing it in their conversations.

Integrate TM Into the Sales Process

A strong TM partnership starts at the first customer interaction. Encourage business bankers to think of TM as part of every relationship, not as an optional add-on later.

Practical steps include:

• Adding TM questions to loan and account opening checklists.
• Including a Treasury Management Officer (TMO) in key prospect meetings.
• Reviewing customer portfolios together to identify cross-sell opportunities.

When TM is part of the normal sales rhythm, it becomes second nature.

Simplify the Referral Process

Even motivated bankers won’t refer TM leads if the process feels complicated. Make it easy and clear:

• Provide a single referral form or CRM field that automatically routes to TM.
• Give feedback on what happened with each referral, so bankers see the impact.
• Celebrate wins publicly - recognizing bankers who help expand TM relationships.

Recognition reinforces behavior, and momentum builds quickly.

Focus on the Shared Goal

Both business bankers and TM teams want the same outcome: stronger customer relationships and higher deposits. TM supports bankers by helping their customers operate more efficiently, manage risk, and stay loyal to the institution. When bankers view TM as a partnership instead of a handoff, everyone benefits.

Encourage joint calls where bankers handle credit discussions and TM focuses on operational improvements. This collaborative approach strengthens trust and creates a seamless experience for the customer.

Action Steps

• Schedule quarterly TM updates for all business bankers.
• Add TM referral metrics to banker scorecards.
• Develop joint success stories highlighting collaborative wins.

When every business banker becomes a TM advocate, your institution unlocks exponential growth in deposits, fee income, and customer loyalty.

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