Continuing education quiz.

• Position: ABA Bank Marketing and Sales provides 10 continuing education credits

The Continuing Education quiz in ABA Bank Marketing and Sales magazine provides up to 10 continuing education credits per year to Certified Financial Marketing Professionals (CFMPs). Each quiz consists of 10 questions taken from the articles in each issue and have been preapproved by the ICB for 1.0 credit per quiz. You must correctly answer seven out of the 10 questions to receive the credit.

To take the quiz, please go to www.icbmembers.org, login and click on "Continuing Education Quizzes (ABA Bank Marketing and Sales magazine)" located on the left-hand side of the page. Once you have completed the quiz, you will receive immediate notification of the results, which can be printed and saved for your records. Quiz credits are automatically uploaded to your record and will show under "My Continuing Education Credits" within 48 hours. If you have any questions, contact ICB's Continuing Education Manager at icb@aba.com.

Marketing to Multicultural Customers

By Walt Albro

1. BB&T's basic approach to the multicultural market is to:

   1. Provide bilingual marketing materials.

   2. Engage deeply in order to understand financial needs.

   3. Handle all transactions with a bilingual bank employee.

   4. Ensure that all multicultural centers are fully staffed

   by people of ethnicity similar to the dominant ethnicity of the community.

2. In serving the multicultural market, BB&T believes that its greatest competitive advantage is its:

   1. Staffing model.

   2. Employment of bilingual marketing.

   3. Community outreach.

   4. Workplace educational efforts.

3. All of the following are characteristics of BB&T's nontraditional branches targeting ethnic communities EXCEPT for:

   1. Small and flexible.

   2. Associates who speak the market-relevant language.

   3. Family-friendly furnishings.

   4. Located at highly visible, high-traffic locations.

   The Five C's of Trust-Based Selling

   By Jack Hubbard

4. The number of touches (phone calls, emails, voicemails) needed on average before a cold pre-client agrees to see a banker is:

   1. Four to six.

   2. Six to eight.

   3. Eight to ten.

   4. Ten to twelve.

5. Bankers who fail to get their foot in the door for a second call with pre-clients usually:

   1. Lack compelling presentations.

   2. Spend more time talking than listening.

   3. Fail to provide a product brochure or an annual report.

   4. Fail to express a value proposition.

6. Good sales coaching focuses on:

   1. Reversing the salesperson's deficiencies.

   2. Taking the lead during joint calls.

   3. Using the salesperson's...