Helping customers identify and add new financial products that meet their needs remains essential to growth, but many institutions are rethinking how they encourage deeper relationships without creating friction for customers or pressure for employees. This panel explores how banks and credit unions are evolving sales cultures, incentive structures, and frontline expectations to support more relevant, trust-based product conversations. Speakers will discuss where traditional incentives still work, where they create unintended consequences, and how organizations are measuring success beyond product counts. The conversation will also address coaching, branch behaviors, and how to create sales accountability while protecting customer trust. 

• Reassess incentive models for modern relationship banking  
• Encourage product conversations that feel advisory, not transactional  
• Measure cross-sell success through long-term relationship outcomes  
• Coach frontline teams for trust-based growth