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SunTrust’s Talent-Centric Approach to Executing a Customer Loyalty Strategy

The financial services industry has faced incredible challenges over the past few years. All in all, the nation’s banks are getting healthier, and the worst seems to be behind them — but they’re all struggling to find new sources of revenue amid a tougher regulatory environment.

In this market, the need to retain and grow clients has never been greater. While there are many ways to go about improving customer loyalty, corporate banking is a people business. In this industry, a customer loyalty strategy that does not address the effectiveness and behaviors of your people and the impact on the customer experience will likely fail.

SunTrust was able to evolve and deploy a client-centric culture that enabled their organization to display growth, improve client relationships, and enhance the talent and development of their sales managers and leaders. SunTrust’s strategic approach to a sales talent and sales training development program allowed their sales managers to link sales, service, and client loyalty while remaining committed to putting clients first.

As part of Brandon Hall Group’s Excellence Award Winners Webinar Series, join Mary Slaughter, SVP, Talent Management & Development from SunTrust Banks, Inc.; David DiStefano, Chief Executive Officer, Richardson; and Rachel Ashkin, Chief Operating Officer, Brandon Hall Group, as they share how SunTrust effectively developed and implemented a new sales and sales management curriculum designed to address the current business climate and desired sales leadership competencies.

Key elements from the webinar include:

  • Identifying success drivers
  • Effectively assessing your team
  • Developing training programs
  • Encouraging engagement in the training initiative
  • Critical change management efforts

To request a recording of this webinar please contact us at

About the Author

Richardson is a global sales training and performance improvement company. Our goal is to transform every buyer experience by empowering sellers with critical skills so they can create value to buyers and drive meaningful conversations. Our methodology combines a market proven sales and coaching curriculum with an innovative and customizable approach to learning that ensures your sales teams learn, master, and apply those behaviors where and when it matters most — in front of your customers. It’s our job to anticipate change in your industry so that your sales team can focus on fostering long-term relationships, becoming indispensable partners for their buyers.

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