At the Barclays America Select Conference in London, held May 19 and 20, Regions Chairman, President and CEO Grayson Hall talked about Regions360 in front of an international audience of institutional investors. Speaking publically to this global audience, Grayson addressed Regions’ strategy for achieving organic growth during a question and answer session with conference attendees. He explained how Regions360 has changed how we approach growing our business.

He described Regions360 as the way we face our customers today and as the internal messaging brand for our prescriptive approach to relationship banking and growth. Grayson said that while it means walking a fine line, we don’t message selling products and services to our customers. Rather, we want to meet customers’ needs and grow our institution by helping our customers reach their financial goals. It is of no value for us to sell a product or service to customers unless it is one that they truly want, truly need and that truly creates value for them.

Chief Financial Officer David Turner also attended the conference and provided an example to further demonstrate this point. He said that the commercial banker’s job is not just to sell loans; his or her job is to understand customer needs first and introduce the right team members to meet those needs. This customer-focused approach helps us diversify our revenue stream. It is important to grow non-interest income sources, and we have begun tying Regions360 goals into incentive plans.

To listen to the entire Barclays conference, including Grayson’s comments, visit the Regions’ Investor Relations Events & Presentations page for more information.