The August 2022 Aite-Novarica report Improving Sales Force Effectiveness for a Tech-Savvy Customer Base by Christine Barry explores how banks can adapt sales strategies to meet the needs of increasingly technology-driven clients. It highlights gaps in meeting customer expectations, the need for clear value messaging, and the creation of technical sales roles. The report reviews key bank initiatives, evaluates fintech sales approaches, and recommends shifting salesperson profiles to align with digital solutions. It emphasizes that adopting fintech-like sales models can enhance engagement, credibility, and competitiveness in the evolving marketplace.

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