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S&T Bank: Holistic Sales Training Drives 248% Deposit Growth

How ASLAN’s role-specific programs unified field sales, branch teams, and the call center into a single revenue engine.

45deg-arrow-red 248%
Deposit Increase from the Call Center Alone
45deg-arrow-red 168%
Increase in Branch Deposits
45deg-arrow-red 72%
More Loans Booked

Overview

S&T Bank faced a tough market. Transactions and loan demand were down, and customers expected more from every interaction. Field sales, branch teams, and the call center all felt the pressure: not just to serve, but to drive real growth and deepen relationships.

ASLAN partnered with S&T Bank to equip every team with the skills and playbooks to move from reactive service to proactive customer engagement. 

The result? Deposits and loans surged across channels.

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The Challenge

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Our Solution

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Results & Impact

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THE CHALLENGE

Breaking Through Reactive Service Culture

S&T Bank’s teams were busy, but growth was flat and the market was only getting tougher.

  • Direct Banking Center: Reps handled inbound calls but rarely deepened relationships or uncovered new needs. As a result, deposit growth from the call center plateaued.
  • Field Sales: Without a consistent approach to targeting and winning new business customers, efforts to grow the portfolio were inconsistent and often missed the mark.
  • Tellers & Personal Bankers: Limited training in consultative conversations meant cross-sell and referral opportunities slipped by. Customers got service, but not solutions.

As a result, the customer experience felt fragmented, and S&T Bank risked falling behind as transactions and loan demand dropped across the industry.

OUR SOLUTION

ASLAN’s Solution: Comprehensive Training Across All Sales, Marketing & Customer Service Roles

To drive growth across the bank, S&T Bank partnered with ASLAN to deliver targeted training programs, each one built for the real-world challenges of the teams that needed them most.

  • Access™ & Other-Centered® Selling (OCS): Field sales reps learned how to get in the door with new business customers and then lead consultative sales conversations to win and grow those accounts, even when the market was tough.
  • Other-Centered® Selling for Contact Centers: Direct Banking Center reps moved beyond handling calls. They gained the skills to uncover needs and turn routine conversations into deposit and loan growth.
  • Experience+: Tellers and personal bankers learned a structured approach to spotting unmet needs, generating referrals, and having deeper, more valuable interactions with every customer.
  • Catalyst™ Coaching: Managers were equipped to lead, coach, and reinforce new skills, making sure every team, in every channel, delivered a consistent, growth-focused experience.

With every program tailored to the realities of each role, S&T Bank unified its approach, so every customer, in every channel, got more than just service. They got a partner committed to their financial growth.

TRAINING

Solutions Implemented by ASLAN Training

Other-Centered® Selling (OCS)

Sales training program for consultative selling.

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Access™

Making it easier to get more meetings.

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Experience+™

Driving revenue growth through unparalleled customer service.

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Catalyst™

Transforming sales managers into leaders.

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THE RESULTS

From Reactive Service to Record-Breaking Growth

S&T Bank didn’t just boost deposits and loans. They shifted how every team contributes to growth.

  • 248% increase in call center deposits: Reps moved beyond service scripts, uncovering new opportunities with every call.
  • 168% increase in branch deposits: Tellers and personal bankers applied structured discovery to deepen relationships and expand share of wallet.
  • 72% increase in loans booked: With better needs awareness, teams identified lending opportunities earlier and positioned the right solutions.
  • 22% increase in personal banker sales per month: Frontline conversations became more consultative, unlocking referrals, cross-sell, and long-term value.

And all of this happened while the market contracted. Call volume dropped 3%. Banking transactions declined. Industry-wide, loan demand fell. S&T Bank grew anyway, because every channel was trained to engage with purpose, not just react.

This wasn’t about selling over serving. It was a shift from reacting to leading, meeting customer needs more fully while driving measurable growth.

“This initiative has literally changed the way we do business in retail banking and ASLAN’s ability to partner with us and integrate themselves into the organization has made it possible.”

ED HAUCK, SENIOR VP OF RETAIL BANKING, S&T BANK

Ready to see similar results?

ASLAN offers workshops, training, and tailored solutions to enhance selling skills, boost sales coaching, and drive lasting improvements across your sales team. With proven results like a 100% increase in successful calls, we can help transform your sales force.

Fill out the form, and we’ll reach out within 24 hours (Monday-Friday).

Let’s talk about how we can help you achieve the same game-changing results!

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