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Bank executives should base high performance banking strategy on quality loan activity and emphasize the various aspects of loan activity, including marketing, training, policy and procedure, credit analysis, loan review, and price policy. Marketing should involve the determination of the client base and the needs of that customer. The bank must offer need-satisfying benefits which respond profitably to client and prospect needs and which will differentiate for the better the company from its rivals.

One effect of banking industry changes such as interstate banking and product expansions is to emphasize the need for bank managers who can adapt to, and make the most of, change. Three areas of change in the banking industry are discussed, as are methods for managing these changes: competitive changes, loan product changes, and staffing requirements. The increased competition in the banking industry necessitates: the identification of a bank's largest and most profitable customers, the reinvestment of earnings into the development of new products and better services, and the emphasis on fast, professional bank services.