Our popular webinars about “How Experienced Financial Services Professionals Use Vertical IQ” feature successful bankers from across the country highlighting some practical ways they use Vertical IQ’s economic insights and Industry Intelligence to close more deals and win more business.
If you’re a financial professional working with small business owners or people in business, you know they are constantly pressed for time and bombarded with information. Bad news for them, but a unique opportunity for you to stand out as a trusted advisor instead of just another vendor!
As we learned in the most recent edition of our webinar “How Experienced Financial Services Professionals Use Vertical IQ,” it’s not just what insights you share, it’s how you share them.
The webinar’s panelists are all experienced pros who offered some of their top tips on providing small business owners and people in business with the valuable Industry Intelligence found on Vertical IQ:
- Scott Fisher, Commercial Relationship Manager and Financial Advisor at Pinnacle Financial Partners
- Darion Richeme, Assistant Vice President and Senior Relationship Banker at M&T Bank’s East Windsor, Connecticut branch
- John Huang, Business Banking Market Executive overseeing Kentucky, Tennessee, and Georgia for Fifth Third Bank
These panelists agreed that Vertical IQ helps them transform routine client conversations and touchpoints into high-value, relationship-building opportunities.
Here’s how they do it … and how you can too!
How top bankers use industry insights from Vertical IQ to their advantage
Find the ‘golden nugget’ to lead with relevance
Knowing that business owners are busy, it is likely your communication will go unread if it is too long, vague, or generic. That’s why the pros use Vertical IQ to find what John from Fifth Third Bank called a “golden nugget”: a single, highly relevant industry insight likely to matter to that specific business owner.
For example, when new legislation was passed that allowed schools and hospitals to be reimbursed for ventilation upgrades, John used Vertical IQ to identify the opportunity, research the bill, and notify his HVAC client who could take advantage of it. That brief, focused client outreach didn’t just provide value; it helped the HVAC owner pursue new business.
Similarly, John shared a “golden nugget” with a computer programming client who later admitted she normally paid for that kind of insight and asked John if she could receive similar future updates. That kind of client response can’t be bought. It comes from timely, customized client communication that shows you’re genuinely paying attention to the client’s industry.
Key takeaway:
Send focused industry insights with a clear, pertinent takeaway. Be concise, be helpful, and be relevant to the person and industry you are speaking to.
Customize your approach beyond a one-size-fits-all
There are many ways to deliver industry insights to small business owners or people in business, and the best banking pros and small business financial advisors use a mix of formats to match the situation.
- In-person visits: When time is tight, a quick face-to-face introduction with a tailored leave-behind can go a long way. You’ll end up answering more questions and gaining more clarity on both sides. Darion from M&T Bank uses Vertical IQ’s SalesKit to create a custom proposal letter with his contact info. He also leaves behind a recent news article or industry update so that even a five-minute interaction becomes an impactful brand moment.
- Email and digital snippets: For business clients who prefer electronic communication, Scott from Pinnacle Financial Partners likes sharing a direct link or snippet from Vertical IQ’s Recent Developments or Current Events chapter of the Industry Profile. This tactic keeps things short and sweet but also valuable. It’s an easy way to stay top-of-mind with a busy business owner with minimal effort.
- Slide decks and presentations: Scott also shared that when he’s giving a client or prospect presentation, Vertical IQ makes it easy to incorporate a slide with relevant local stats or industry trends. This approach shows business owners that you understand their market and world.
- Phone calls: Phone calls are not dead! Verbal sharing still matters, as Darion noted. When making a phone call, he prepares a timely talking point based on Vertical IQ industry insights. It’s a simple step that lets bankers add immediate value to every check-in call.
Key takeaway:
Adapt your content delivery to the client’s preferred communication style, and don’t underestimate the impact and value of a personal touch.
Use local and industry data to show you ‘get it’
Want to impress a small business owner or a person in business? Make them feel seen and understood. Sharing industry-specific insights (particularly those related to their geographic region) helps demonstrate your understanding of their business’s nuances in a concrete way.
As Scott pointed out, Vertical IQ’s Localized Industry Data lets bankers drill down to the county level, highlighting demographic information, business density, and peer benchmarking many business owners haven’t seen. In fact, most clients don’t receive this kind of Industry Intelligence from anyone else (even their accountant), making it a powerful differentiator.
Key takeaway:
Use localized, industry-specific data to personalize your conversations with small business owners and people in business, and reinforce your role as a valuable, strategic business partner.
Elevate every touchpoint with personalization tools
Stand out from the competition by making every interaction feel personal, polished, and intentional. To achieve this goal, Scott uses Vertical IQ’s co-branding feature to elevate his printed reports and presentations by adding his name and Pinnacle’s branding, making touchpoints feel customized and professional.
Additionally, as Darion noted, Vertical IQ’s SalesKit is a helpful tool for his outreach and follow-ups with business owners. Whether it’s the customizable proposal letter, embedded links to news, or a printed Quarterly Insight report, these personal touches give him immediate credibility.
Key takeaway:
Small touches like co-branding and tailored materials can make your outreach feel more personalized and sophisticated, and can open the door to deeper conversations between advisors and business owners.
Build credibility by sharing Industry Intelligence, not just offers
All three of our panelists agree that sharing Industry Intelligence can elevate your relationships from common to cherished. When you lead with CEO-relevant content, clients see you as an essential partner in their success, not just someone selling financial services and business products.
Darion explained: “When I can actually sit down and have that [industry-focused] conversation — we could be sitting there for 20 minutes or half an hour, just talking about their business, their experience, and what they’ve been going through … before I get into any products at all. I’ve had a lot of positive feedback from that.”
Key takeaway:
Thoughtful content-sharing reframes your role from vendor to financial advisor and builds client trust, which leads to long-term business opportunities.
Compete and win on Industry Intelligence and economic insight
Remember this before all else: It’s not about sending more information to already-busy business owners; it’s about sending the right information at the right time, in the right way.
Key takeaway:
Focus on quality and timing over quantity. Share only what’s relevant, when and how it matters most.
And that’s how the best pros turn Industry Intelligence and economic insights from Vertical IQ into high-impact touchpoints that move the needle.
Need a recap on how to use Vertical IQ to better your client-advisor relationships?
We’ve got you covered at Vertical IQ!
- Lead with a “golden nugget” insight.
Share one highly relevant, timely takeaway. - Tailor how you deliver insights.
Match your communication style to the client’s preference. - Use local and industry-specific data.
Show you understand their specific business and market. - Personalize every touchpoint.
Make materials feel custom, polished, and thoughtful. - Lead with intelligence, not offers.
Start with insight, not sales, to build trust. - Compete with timely relevance.
Send the right info at the right time, the right way.
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