Selling Value in a Challenging Price Environment

Marketing & Sales

It is no surprise that senior bankers expect pricing pressure to persist and margins to continue to be a challenge in 2021. Bankers who will succeed in these markets of shrinking loan growth and NIM will be consultative salespeople who are able to position and sell their value by understanding what is most important to their prospects and clients. They will be skillful at asking the right questions to uncover a potential buyer’s criteria. Does this describe your relationship managers?

Mark Trinkle, Chief Growth Officer of Anthony Cole Training Group will deliver this workshop focused on understanding 3 keys to selling value in today’s challenging markets. 

Who Should Attend: Commercial and Business Banking LOB Leaders, Training Managers, CEOs and Sales Execs

Learning Objectives

Commercial and Business Banking sales leaders will leave with strategies to evaluate and coach their RMs in each of these 3 key areas: 

  • Uncovering Why Prospects Will Buy 
  • Dealing with Price Shoppers 
  • Asking Great & Enough Questions


Mark Trinkle
Chief Growth Officer
Anthony Cole Training Group
Mark is a sales-experienced training veteran who possesses extensive financial services experience in delivery, role-play, recruiting, onboarding and coaching salespeople. Mark is also our community bank expert and delivers sales and management workshops across the country to associations such as BAI, CEO Bank Network, Bank Trainer’s Conference, OBL, Western Bankers and American Banker. He has a great passion to ignite prosperity in individuals and companies by helping them close the sales opportunity gap.

Webinar Fees

Pricing For Price Season Pass
Bank Member $195 $0
Bank Nonmember $395 $0
Affiliate Member $195 $0
Affiliate Nonmember $395 $0

Season Pass Members receive 4 individual logins to every webinar

Additional Info

Participants will earn 1.0 CPE credit

Field of Study: Specialized Knowledge

Prerequisites: None

Advanced Preparation: None

Program Level: Basic

Delivery Method: Group Internet Based

Refunds and Cancellations: Webinar registrations are non-refundable. If the registrant is unable to attend the designated time and date of the webinar, a playback link and any written materials will be provided within 2 business days following the conclusion of the webinar

Western Bankers Association is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its


Click here to register online