Soon, Girl Scout Cookie Time will return. Over the years you’ve come to expect—and thoroughly enjoy—your purchase experience. Whether your favorite is Thin Mints or Samoas, you might think the cookies are a little pricey. And you also think they’re worth every indulgent bite.

Many community financial institutions say they’re customer-centric, yet have a brand promise too focused on the bank. What if your brand difference is about helping your customers win with their customers?

That would merit some roaring fans. Here's how:

The moniker “teller” has been around in banking since time immemorial. And while it may feel comfortable to you, it sends unintended messages. It positions banker relationships as one-sided—with the bankers holding all the power—and the customer taking what’s doled out.

You can be better. Here are 3 ways to get started:

Many community bankers struggle with getting all of their staffers to feel confident with business development. That’s because staffers are afraid of the *S* word.

Don’t tell them to SELL, teach them to LISTEN.

Use our “Business and Baby” rule as your internal rallying cry.

A bank president recently told me he lets safe deposit box rent renewal notices slide because he hates to bug people over something so small, and he wants to be nice.

It made me wonder whether he’s nice or just afraid to risk irritating a customer over a relatively small fee.

My 92-year-old father-in-law Ralph is a WWII veteran and serial entrepreneur. Over the years, he’s owned a night club, a dry cleaning shop, a demolition business—and more. He’s an excellent negotiator and he knows how to lead and inspire a team.

And he knows first-hand the value of a strong banking relationship.

Almost every community bank will boast that they know their customers by their names. But do you really?

And do you teach your bankers to go further than just recognizing familiar faces and say customers' names out loud? It might be a little old school - but it will be music to their ears.

I talk about banking with a lot of people. So last month, someone told me about accidentally hitting “submit” on an ACH twice. Fortunately, a banker called right away to inquire about whether it was a duplicate and got it reversed. There was a $30+ charge for that fix, but it saved some money and hassle in the long run.

Now, compare that to an accident the bank made on this same company’s credit card accounts.