Value Proposition and Sales Strategies-Exec Summary

WISE 2019 Industry Research

Growth at Risk

Defining, Communicating, and Delivering Value in an Increasingly Competitive Landscape

The roots of this study extend to our 2018 pricing and discounting research. Countless conversations with industry leaders that were nominally about fees and discounting quickly became conversations about defining service value. Even though they deliver a superlative service, relationship managers and sales teams often struggle to define “value” for the uninitiated. As a result, they too-often price with diffidence, not pride.

Heightened competition makes questions about value more germane than ever. This study, therefore, seeks to understand how banks and trust companies should position their services to improve sales and growth outcomes. Our answer to this question marries both “supply-side” insights from WISE members, consultants, and other observers with the perspectives of consumers, gathered from two separate surveys conducted in the first half of 2019. The questionnaires and raw data extracts are available to WISE members upon request. If you’re not a member but would like to learn more, please email

Click here to read the executive summary of our research to learn more about our findings and the six things we think firms need to do today to win in the new world.