The Advantage Letter by Dave Martin
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Saturday, March 15, 2025
Volume 30 | # 717
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"Success is not the key to happiness. Happiness is the key to success." » Albert Schweitzer

Setting the Mood

I have a long-running joke with a few friends that I’ve probably written and spoken about the open-loop nature of the brain’s limbic system to more bankers than anyone in history.

Granted, I doubt that’s much of a competition, but I stand by my claim.

My initial interest and fascination with the fact that we humans tend to depend on external sources to help regulate our moods began in my in-store branch days.

When you are working in close quarters, dealing with sometimes challenging environments, the “mood” of the team matters.

A lot.

The engagement a team displays, along with the energy and empathy they bring to customers, is greatly influenced by the team’s prevailing mindset at the time.

We are naturally wired to be empathetic to the feelings and moods of others.

Researchers have found that the most emotionally expressive person in a group tends to spread their mood to others.

This is especially true if that person is also the group’s leader, whether they are officially or unofficially the leader.

I recently read a study conducted by the Kellogg School of Management.

In a scientifically valid experiment at a workplace, researchers found that high performers boosted the performance of coworkers within a 25-foot radius by 15%.

However, toxic employees had an even greater impact in the opposite direction, lowering coworkers’ performance by a dramatic 30%.

The boost in performance among nearby peers caused by high performers had nothing to do with direct assistance.

Instead, it stemmed from their visible productivity, positive outward disposition, and the personal examples they set.

The same - though in reverse - held true for toxic employees.

They may not take overt actions to hinder their peers’ performance, yet their unproductive behaviors, negative attitudes, and poor examples had an even greater impact than the positive influence of high performers.

This kind of data reinforces the adage that it’s wiser to hire and promote for attitude, not just skill.

From my earliest years working with bankers, I’ve joked with leaders that one of the most dangerous people on a team is a competent malcontent -operationally functional but culturally destructive.

A leader’s influence isn’t just about what they say.

It’s also about the culture they build and protect.

Keep Dealing the Cards

At a reception following a recent banker event, a senior leader pulled me aside to ask about my assertion that business cards remain my favorite form of marketing.
 
As we chatted, I assured him that I am a fan of all and as much marketing any organization can muster and afford. 
 
I’m big on reminding bankers that, “The world is not looking for you.” That doesn’t mean that you aren’t worth finding or that your institution is not the best choice for customers. But the world is busy.
 
Basic name recognition is critical. A recognizable name creates a sense of familiarity and legitimacy, helping potential customers be more comfortable considering you.
 
That said, most folks likely have a bank or credit union that they are probably not especially happy, nor upset with. They aren’t shopping.
 
So again, yes, invest in as much marketing as you can afford, across as many channels and avenues as possible. 
 
My long-term advocacy for the use of business cards at all levels - from the CEO to the frontline - stems from a simple belief: the people handing out the most business cards are having the most personal conversations in their market.
 
It’s one of the clearest indicators of engagement between bankers and prospects/customers that I know.
 
I always emphasize that the true “marketing” isn’t the business card itself.
 
It’s the personal conversation. It’s the eye contact, the smiles, and the handshakes. It’s listening to others’ stories. It’s the compliments given and the willingness to offer help, whether now or in the future.
 
The business card is simply a symbol that a banker is genuine and serious about any offer they made.
 
It signals that their willingness to help and desire to earn a prospect’s business is real.
 
Of course, it also provides the essential contact information a prospect might need to reconnect. And it reinforces your brand in their mind.
 
Technology has made banks more accessible than ever. Every potential customer has instant access to every financial institution on the planet - right from their phone.
 
But accessibility isn’t the same as connection.
 
What do few of them have? A banker’s business card—and the memory of a personal interaction.
 
In an increasingly online world, business cards are a tangible anchor for real-world connections.  

 


"The currency of real networking is not greed but generosity." » Keith Ferrazzi

Disclaimer: The views and opinions expressed in these columns are solely those of the author and do not necessarily represent those of any affiliated entities or sponsors.
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Dave Martin

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Dave Martin has become one of the most prolific writers in the banking industry. His columns and newsletters are read in thousands of financial institutions each month. His keynote presentations, seminars, and podcasts have an authenticity and humor that brings teams of all sizes and seniority levels together.

You can learn more about Dave Martin at www.bankmechanics.com

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The Advantage Letter by Dave Martin

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