After more than two decades in banking, I learned one truth that never changed: Timing matters. When a business owner is applying for a loan, they’re engaged. They’re sharing financials. They’re discussing growth plans. They’re evaluating banking relationships. Most importantly, they’re actively thinking about their business’s financial future.
Yet many bankers focus exclusively on getting the loan across the finish line and postpone conversations about treasury and cash management until after closing. Unfortunately, by then, the opportunity may have cooled.
In the midst of the loan process is actually one of the best times to uncover cash management needs and introduce solutions that strengthen the relationship, improve client outcomes, and increase wallet share. The business owner is already focused on improving operations and financial performance. Why wait? Strike while the iron is hot!
Why the loan process creates the perfect opportunity
When a client seeks financing, they’re often experiencing change. They may be expanding, hiring, purchasing equipment, managing seasonal cash flow fluctuations, or navigating working capital challenges. These situations naturally create treasury management needs, from improving cash flow visibility and accelerating receivables, to streamlining payables, managing liquidity, and optimizing working capital.
The challenge for many bankers isn’t recognizing that opportunities exist; it’s knowing where to start the conversation. That’s exactly where Vertical IQ’s Industry Intelligence can help.
Start with financial insights
One of my favorite places to begin is the Financial Insights section of Vertical IQ’s Industry Profiles. This resource provides a clear overview of industry-specific cash flow dynamics and working capital considerations. More importantly, it helps bankers understand the unique financial pressures business owners face every day.
The section also includes valuable insights from Barlow Research, giving you direct feedback from business owners themselves. Think of it as the voice of the customer — information like:
- What keeps business owners up at night
- Their most pressing cash flow concerns
- Working capital challenges specific to their industry
- Financial priorities that influence decision-making
When you understand what matters most to the client, your conversations become more relevant and consultative. And instead of leading with products, you can lead with insight.
Prepare for better conversations
Once you’ve identified potential challenges, the next step is preparing for meaningful dialogue. The Treasury Management Call Prep Sheet, found on each Vertical IQ Industry Profile, is designed specifically for this purpose.
Before a client meeting, review the Prep Sheet for:
- Industry terminology
- Key profit drivers
- Common cash management challenges
- Working capital discussion questions
- CFO talking points
These resources help bankers sound informed and confident when discussing industry-specific concerns. For example, if you’re working with an auto parts distributor, you may uncover challenges related to inventory management and accounts receivable cycles. If you’re meeting with an electrical contractor, cash flow timing and payment collection may be the bigger concern.
The Call Prep Sheet helps you ask thoughtful questions that uncover needs rather than simply pitching solutions. Some of the most productive treasury conversations begin with questions such as:
- How predictable is your cash flow throughout the year?
- What challenges do you face managing receivables?
- Are there times when working capital becomes particularly tight?
- How much visibility do you have into your daily cash position?
These discussions often reveal opportunities that would never surface during a traditional loan conversation.
Connect problems to solutions
Understanding the problem is important. Knowing how to solve it is what positions you as a trusted advisor. That’s why the Banking Solutions chapter of the Industry Profile is such a valuable resource.
The chapter identifies the most common challenges business owners report and connects those challenges directly to banking solutions that can help. Even better, it provides:
- Discovery questions
- Conversation starters
- Industry-specific challenges
- Recommended banking solutions
- Guidance on positioning your expertise
This allows bankers to move beyond product selling and into consultative problem-solving. For example, if a client struggles with delayed receivables, you can discuss receivables management solutions. If they’re concerned about fraud, you can introduce fraud prevention tools and payment controls. If cash flow visibility is limited, treasury management platforms and reporting capabilities may provide immediate value.
The key is that the conversation begins with the client’s challenge, not the bank’s product.
From lender to trusted advisor
The most successful bankers I’ve worked with never viewed lending and treasury management as separate conversations. They saw both as part of a larger discussion about helping clients operate more efficiently, manage risk, and achieve their business goals.
Industry Intelligence gives you the context to have those conversations naturally and confidently. When you combine the array of insights found in the Industry Profile, you gain a roadmap for uncovering opportunities that might otherwise be missed.
Don’t miss the moment!
The loan process creates a unique window of opportunity.
Your client is already engaged.
They’re already sharing information.
They’re already thinking about improving their business.
Use that momentum!
Before the loan closes, take a few extra minutes to review Vertical IQ’s Industry Intelligence resources. You’ll uncover meaningful conversations, identify valuable solutions, and deepen relationships in ways that extend far beyond a single loan transaction. Because when it comes to helping business owners succeed, there’s no better time to strike than when the iron is hot!
Ready to up deepen client relationships by using Industry Intelligence?
Request a free demo of Vertical IQ today!
Image credit: vitaly-gariev; Unsplash