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January/February 2012 21 Extraordinary Service for Extraordinary Members. position—which incidentally benchmarks to have only a 10 percent chance of being in that position one year later. Contrast that to a low-risk candidate who has a 90 percent chance of being in that position with productive results. With embezzlement opportunities, work-ethic issues, and more than 30 percent of people falsifying their resumes, who can afford tohirewithout an emotional intelligence test that canpredict work ethic, ability to sell, likelihood to steal, ability to work with others, as well as many other things? 8. Thou shalt start all marketing efforts with a goal. It is amazing howmanymarketing campaigns are runwith NO reflection about the goal. Even if it is as simple as, “We want ABC demographic to contact us about attending our estate-transfer seminar,” or “We want to target cur- rent mortgage customers to have them take advantage of a one-time special, no-cost-to-set-up home-equity line,” spell out the result you wish to accomplish so all efforts can align with that vision. 9. Thou shalt understand the game is about winning hearts . . . . . . those of your employees and your customers. No great- ness has ever been accomplished with a rational presenta- tion. ALL people buy for emotional reasons, and youmust start first by winning over the hearts of your employees. Once they believe you are the best and the ONLY choice for prospects, the prospects’ hearts will quickly be won over. 10.Thou shalt teach your employees the discipline of winning behaviors. Do your employees have the discipline and skills to com- pete against your toughest competitors? From knowing how to flip a customer from a conversation of rate to one of value to having the discipline of moving customers through the sales funnel process and knowing how to target high-profit accounts, the days of lenders who wait for money to fall in the door are over. Winners of the Malcolm Baldridge Quality Award benchmarked that for every dollar they invested in training their people, they received a 30-1 return. When one lender remarked that he didn’t train his people because they might leave, he didn’t think of the worse nightmare—what if they aren’t trained . . . and they stay? Now, that’s a scary thought. The 10 Commandments of Profitable Growth are not cast in stone, but they should be posted at your desk. We all know what happens when we break them. Z Roxanne Emmerich, president and CEO of The Emmerich Group Inc., is America’s leading expert at helping banks create immediate and sustainable performance breakthroughs. Visit www.ThankGodItsMonday.com and www.EmmerichFinancial.com to sign up for the free reports, tools, and ezines or call (952) 820-0360 for ideas on how you can start your breakthrough. experience direction Omaha 402.392.1040 Lincoln 402.473.7600 BKD, LLP has helped 1,200 financial services clients manage change and stay compliant by offering audit and internal audit, tax, regulatory compliance, loan review services and more. Let us help you chart a course to success . Learn more at bkd.com and get the latest industry insights at FinancialReformInsights.com. INNOVATIVE Nebraska banks provide innovative financial solutions to the communities they serve. We are here to enhance your success. Loan Origination and Workout Loan Participations Bank Mergers and Acquisitions Succession Planning for Owners Commercial Litigation Regulatory Consultation and Compliance Loan Default Remedies and Bankruptcy Representation Real Estate Purchase, Sale and Leasing General Business Representation www.woodsaitken.com D E N V E R L I N C O L N OM A H A