The quicker a bank can establish satisfied customers who own businesses, the better the chance for future growth.

“It’s all about a relationship and old-fashioned values,” said Ruthmarie Ryan Sandoval at Columbia Bank. “That means doing the right thing. Our customers appreciate the personal touch.”

Sandoval was hired exclusively to “find business customers that we would love to have at Columbia,” she said.

Jim Peoples at Key Bank says his bank has extensive knowledge of the type and number of business in the areas it covers.

“We have advertising campaigns and target direct mail to describe our services to a particular type of business,” said Peoples, Seattle/Cascades District president. “We’re out there looking for people that are attractive to us. Our sales people have pretty much pre-qualified a business before they make the call. Quite a bit of what we do generates itself out of other customers.”

Westsound Bank President Dave Johnson said potential customers who do their research on what they require from an account are better for it. Still, he said, regulations limit the differences between banks.

“There’s no magic to it,” Johnson said. “If a customer comes in and asks for A, B, C, D and E we give it to them if we can. If they are reaching too far, we might offer D, E, and F. “

What all banks must recognize is that business accounts are unique animals with unique obligations.

“There are the lending needs for equipment or real estate,” Johnson said. “They have cash flow operating cycles. If you have payroll coming up that’s no minor thing.”

Network notice

Barbara McCarthy, vice president and marketing manager for Frontier Bank offers some practical advice on gaining new business customers — be involved. As it is with other companies, Rotary Clubs, chamber of commerce meetings and events and other places are good for helping out others and being seen doing so.

“You don’t go there to sell your services, that’s frowned on actually,” McCarthy said. “But people see you helping out and becoming involved. They get to know you and start to feel comfortable with you.”

For McCarthy the world of advertising is there merely as a reminder to business owners. It’s a complementary second step to employees being out in the community.

“Advertising doesn’t get us business customers but it does give a name identity,” McCarthy said, “so our sales people don’t have to go out and have people say, ‘Frontier who?’”

Each of Frontier’s 39 branches, McCarthy said, shapes itself depending on the businesses there.

And even after banks showcase their talents and bend to a client’s wishes, the reasons for changing banks can be numerous, Peoples said. Businesses don’t generally change banks unless what another bank offers is a marked improvement.

“[The banking industry] is definitely competitive,” Peoples said. “Business owners are more willing to look out every few years and make sure they are getting the best deal.”

(Editor’s Note: Temple A. Stark is a free-lance writer living in Port Orchard. Reach him at writer@harbornet.com.).