Recently, I found myself in a sea of enthusiasm at a large technology vendor’s sales kickoff event. Picture this: hundreds of sales reps, executives, and product folks gathered in a cavernous conference hall, the air buzzing with energy. There were slick presentations, bold revenue targets flashed on screens, and a keynote that could have doubled as a pep rally. It was a classic “rah rah” affair — unapologetically designed to align the sales team around the vendor’s strategy, arm them with the tools to execute, and light a fire under them to deliver results. As I sat there, soaking it all in, one thought kept nagging at me: Financial institutions don’t do this. And they really, really should.

Banks and credit unions, by and large, don’t operate with a sales-first mindset. Sure, they’ve got relationship managers, loan officers, and branch staff who “sell” in a technical sense, pushing checking accounts, mortgages, or small business loans. But the culture? It’s more about stability, compliance, and service than it is about driving revenue with the kind of fervor I witnessed at this kickoff. And I get it, I have been in this industry a long time and banking isn’t exactly Silicon Valley. It’s a world built on trust, regulation, and conservative decision-making. But in an era where competition is fiercer than ever — think fintechs, embedded finance, and even big tech muscling in, playing it safe might just be the riskiest move of all.

What struck me most about the vendor’s event was its clarity of purpose. Leadership didn’t just trot out a dry PowerPoint about quarterly goals. They painted a vivid picture of where the company was headed, why it mattered, and how every person in that room was critical to making it happen. They celebrated wins, honored who made president’s club, and handed out marching orders with precision. By the end, you could feel it, every sales rep knew exactly what they were supposed to deliver, and they were pumped to do it.

Now, imagine a bank or credit union pulling this off. A room full of branch managers, loan officers, relationship employees, and digital banking teams, all rallied around a unified vision: growing deposits, deepening relationships, and winning market share. Instead of the usual top-down memo about “hitting targets,” they would get an intuitive sense of purpose, a reason to hustle that goes beyond keeping the lights on. That’s the magic of a sales kickoff. It’s not just about numbers; it’s about culture. It’s about turning a group of employees into a cohesive, motivated force that’s ready to execute.

Financial services isn’t known for its swagger. Historically, banks and credit unions have not had to be aggressive sellers, customers came to them. Usually because of convenience or interest rates. But that’s not the world we live in anymore. Today’s customers have options, and they’re not shy about shopping around. Fintechs like Chime and Revolut are stealing younger customers with slick apps and no fees. Credit unions are losing ground to online lenders who can approve loans in minutes. Meanwhile, traditional banks are still leaning on “relationship banking” as their trump card, hoping loyalty will carry the day. Spoiler: It won’t.

A sales-first culture doesn’t mean abandoning trust or service, it means elevating revenue growth to a core priority. It’s about training staff to spot opportunities, empowering them to pitch solutions, and rewarding them for results. It’s about shifting from a reactive mindset (“How can we help this customer today?”) to a proactive one (“How can we grow this customer’s portfolio with us?”). And yes, it’s about embracing a little of that “rah rah” energy to keep everyone aligned and motivated.

A sales kickoff could be the spark. For banks and credit unions, it’s a chance to break from the monotony of compliance training and quarterly reviews. It’s an opportunity to rally the troops, clarify the strategy, and inspire action. Picture a regional bank CEO standing onstage, saying, “We’re not just here to manage accounts, we’re here to dominate our market.” Tellers could leave knowing how to upsell a savings account. Loan officers could walk away with fresh ideas to close deals. Everyone could feel like they’re part of something bigger.

The value of a sales-first culture isn’t hypothetical. Look at the top-performing financial institutions, many of them, like JPMorgan Chase have figured out how to blend service with a relentless focus on growth. They don’t wait for customers to walk in; they go after them. A kickoff event could be the catalyst to make that mindset stick, turning a scattered workforce into a sales machine.

Of course, it’s not that simple. Banking’s regulatory shackles and risk-averse DNA make it tough to pivot. Staff might bristle at being asked to “sell” when they see themselves as advisors. And let’s face it, most bank execs aren’t exactly Tony Robbins types. But that’s exactly why a sales kickoff matters. It’s a chance to bridge that gap, to show rather than tell, and to build momentum from the ground up.

As I left the vendor’s event, I couldn’t shake the feeling that banks and credit unions are missing a trick. They’ve got the customer base, the infrastructure, and the trust. What they lack is hunger and the structure to channel it. A strategy that supports a sales-first culture, kicked off with a rousing event, could be the jolt they need. Because in today’s world, if you’re not selling, you’re sinking. And I’d rather see our financial institutions thrive than tread water.