Members of a community bank's front-line staff can be an effective sales resource without leaving the boundaries of their service positions and jeopardizing their relationship with the customer. This is the conclusion reached after analyzing findings from a series of focus groups at community banks in New England.

To increase business against the bigger conglomerate banks, community banks are considering using their front-line staff in sales. But redefining the role of the front-line staff to one that is more sales-oriented does not happen overnight.

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