There's hardly a banker today who doesn't talk about creating a culture that leads to more sales. But it's a lot easier said than done. Indeed, most banks still talk about their sales culture in the future tense.

It's an endeavor that has many elements: hiring, training, and retaining the right people, making branches more inviting, and oVering incentives and rewards to staV, to name just a few. It also involves information technology; systems are an important tool in segmenting customers and identifying the most proWtable ones, as well as in determining product proWtability.

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