Walt Truelson, Founder

One World Trade Center
121 SW Salmon Street
Suite 1100
Portland, OR 97204

Business Development

What Really Works

For over 20 years, TRUELSON ASSOCIATES served the business development needs of northern and central California’s community bank market, becoming the most widely recognized firm in this field.

During this time, we developed and implemented a program for community bank business development that has become a tried and tested cornerstone of our client services.

In 2009, we transferred our practice to Portland, Oregon, and are poised to serve the Oregon bank market with this unique program.

Our entire approach is driven by the following strongly held belief:

The business development game is won face to face. Success will come from the synergy created by a series of well-planned meetings and discussions, backed by a well thought out strategy and game plan, with an ever increasing number of people. Engage them, inspire them, and guide them in the process. Success will follow.

The program can be called the “CONCENTRIC CIRCLES” approach to business development.

Click here to learn more about this program

The “CONCENTRIC CIRCLES” approach to Business Development

This is how the process works:

We begin discussions with the bank’s President/ CEO as well as a core group of bank founders, directors and senior executives. These discussions revolve around the creation (or updating) of the bank’s basic business development plan.

The new plan will include the following:

  • Prioritization of all target market segments and a penetration plan for each.
  • Development of specific action plans, identifying who will do what, by when, and in what sequence.
  • Creation of a clear cut team and individual objectives.
  • Implementation of an effective management system to monitor and measure all efforts.

With the basic plan complete, implementation begins by working outwards in ever increasing concentric circles from the founders/directors group to the remaining constituencies we wish to address. They are, in order:

  • Shareholders
  • Management and staff
  • Customers
  • Referral sources
  • Then, and only then, known prospects
  • New target market segments/prospects

As we work outward, we gain resources and additional business from each constituency. By the time we address prospects, we have marshaled many additional resources for that effort, while having achieved a potentially significant portion of our desired growth objectives.

TRUELSON ASSOCIATES develops the plan with the bank’s senior executives. Once completed, we assume direct responsibility for the plan’s successful implementation and, in effect, become part of the bank’s senior management team, reporting to the CEO and board.

We can assist in the following ways:

  • Ongoing sales coaching and training of loan/calling officers
  • Coaching training of front line staff in customer communications
  • Providing professional sales and marketing management
  • Mentoring of existing marketing staff
  • Participation in all appropriate management meetings with bank senior executives

Beyond the above we have the capacity to function as the banks turnkey outsourced marketing department. These services include:

  • Website development
  • Creation and production of all printed materials
  • Direct mail programs
  • E-mail marketing
  • Public relations
  • Media placement
  • Event planning
  • Shareholder surveys
  • Customer surveys
  • Employee surveys
  • Market surveys
  • Focus groups
  • All other required marketing support activities

This effort is a joint venture of TRUELSON ASSOCIATES, and SRM MARKETING, a Portland based, full service marketing firm. The advantages to utilizing our combined services include:

  • Having a one stop shopping capability, saving time and money.
  • Securing a full service marketing department on an outsourced basis.
  • Gaining this capability on a highly cost effective basis.
  • Being assured that strategy and implementation are effectively linked.

We operate on a “must produce” basis; either party may cancel the agreement at any time, for any reason, with 30 days prior notice. So, we are under the gun, so to speak, to produce tangible results. This is as it should be.