Adelbert Spaan

Creating a high-performing sales culture requires more than setting targets—it demands a thoughtful approach to incentives, behaviors, and alignment with organizational values. This panel brings together banking and credit union leaders to explore how institutions can design programs that motivate staff, encourage cross-selling, and drive growth without compromising member trust or compliance. Panelists will share real-world strategies for fostering a culture where goals, rewards, and behaviors are fully aligned to achieve sustainable results. Join this session to learn how to move from setting targets to creating a sales environment that empowers employees, protects your brand, and delivers lasting impact. Participants will leave ready to:

• Align sales goals with incentives that reinforce long-term, sustainable growth
• Design cross-selling programs that balance profitability, compliance, and member satisfaction
• Cultivate a culture where staff are motivated, accountable, and engaged
• Use data and technology to guide sales strategy and measure meaningful outcomes
• Integrate financial and non-financial motivators to support diverse employee needs