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Banking on Digital Growth Podcast

Helping & Selling Are Not Mutually Exclusive (with Jim Kapp)

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Brief Summary of Episode #164

It’s a question that we get asked over and over again. 

One that it seems everybody has on the tip of their tongues, and one that we’ve answered over and over again for countless clients over the last twenty years. 

How do you find the right balance between being a dependable resource and moving people to action? 

In other words, what is the friction point where support turns into sales? 

I answer these questions, and more, with the help of Jim Kapp, Marketing Director at Cinfed Credit Union.

We talked all about why helping and selling are not mutually exclusive, how the buyer journey should shape your content, and the value of online secret shopping for financial brands .

“Service is sales” is a mantra many follow in the modern sales environment, and your financial brand is no different.

Serve your customer first, build the relationship, and the sale will come easily once you’ve gained their trust and loyalty which will move them further along in the customer journey.

It’s a real challenge to adapt to this way of thinking and the early stages can be exceptionally transformative not just for those implementing them, but for financial brands as a whole.

Those first steps, coincidentally, are some of the hardest to take, but the wheel of momentum is always slow to start… at first.

Making those changes to your organization and the way it communicates with its customers is the first step in bringing more customers down your funnel and converting them to customers.

Make the transition.

Blazing the trail from service to sales will be a challenge the first few times, but the results are definitely worth it.


Key Insights and Takeaways

  • Why helping and selling are not mutually exclusive
  • How the buyer journey should shape your content
  • The value of online secret shopping for financial brands

How to Connect With Jim Kapp

LinkedIn |X.com |Website