It's no surprise that many banks these days focus on the cross-sell ratio. But analyst Thomas F. Theurkauf Jr. noted that, There are those who are doing quite well by, in a sense, ignoring the cross-sell approach.

Those players, including single-product companies like the credit card banks MBNA Corp. and First USA, have been successful in selling a proWtable product to customers nationwide, the Keefe, Bruyette & Woods Inc. analyst noted.

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