This program will provide participants with Treasury Management product and service perspectives to aid in business retention, expansion & acquisition. 

Key Discussion Points & Who Should Attend

The Payments/Treasury Management realm of products continues to evolve and positioning them with a company requires more technical expertise and teamwork than ever. The rapidly changing product set encompasses a wide range of electronic and card-based options. The bank’s business calling teams should remain aware of the current trends and methods used by competitors who are trying to lure their clients. The bank’s business leaders who are responsible for payment, product and sales strategies need to continue to broaden their knowledge of TM product options and delivery models to remain relevant. Bank teams should partner efficiently to gather information to produce compelling proposals to attract and retain relationships.

Who Should Attend?

This annual session is geared towards all bank business development and Treasury Management sales staff including branch managers, commercial lenders, business development officers and others who are responsible for new business client growth and relationship expansion. To best suit the needs of all attendees each year, there will be a comprehensive overview of treasury products, account analysis, fraud prevention as well as best practices within teams.

Treasury Management leaders responsible for product and/or sales strategy are encouraged to attend. Treasury Management Sales Officers and Team Leaders will benefit from these sessions. Treasury Support Team members may benefit from understanding the advantages gained by using the tools they support.

Prerequisite: A basic working knowledge of Treasury Management products is helpful.

Program Agenda

Day 1: Foundations, Core Products, And Competitive Positioning

Session 1: Welcome, Introductions, Course Overview
Learning Objectives:

• Describe the goals and structure of the 2-day program
• Articulate individual learning priorities related to treasury management sales

Session 2: Role of Treasury Management in Community Banking
Learning Objectives:

• How treasury management drives deposits, fee income, and relationship depth
• Key business segments where TM can add measurable value

Session 3: Core Payments I – Wires, ACH, and Same-Day Options
Learning Objectives:

• Differentiating Core Payment Rails in terms of speed, risk, and typical use cases
• Mapping payment types to customer workflows
• Formulating positioning statements

Session 4: Core Payments II – Remote Deposit Capture, Cards, and Information Services
Learning Objectives:

• Identify functionality and risk considerations
• Matching products to common industries
• Constructing product “bundles”

Session 5: Fraud Protection – Positive Pay, ACH Filters, and Controls
Learning Objectives:

• How do these tools work together to reduce fraud risk
• Identifying fraud scenarios and recommended controls
• Developing client-ready explanations that focus on value not just price

Session 6: Competing with Other Banks – Communicating your Value Proposition
Learning Objectives:

• Comparing large-bank TM platforms and community-bank offerings
• Draft a concise “elevator pitch”
• Overcoming common objections

day 2: fintech, real-time payments, and consultative selling

Session 1: Recap and Day 2 Setup
Learning Objectives:

• Summarize key takeaways from Day 1
• Prioritize deals or clients where you will immediately apply new TM positioning

Session 2: Fintech and Outsourced Solutions
Learning Objectives:

• How small and mid-sized businesses use outsourced platforms
• Complementary or replacement tools, how to stay “at the center of the relationship”
• Framing your bank as the key funding, risk, and advisory partner in the fintech stack

Session 3: Real-Time Payments, FedNow, and Emerging Rails
Learning Objectives:

• How real-time payment rails differ from ACH and wires
• Identify use cases for instant payments in your markets
• Addressing customer questions about risk, availability, and limits for instant payments

Session 4: Consultative Discovery – Turning Conversations into Opportunities
Learning Objectives:

• Using a structured discovery framework
• Draft targeted discovery questions for specific market segments
• Case studies

Session 5: Solution Design, Pricing, and Proposal Storytelling
Learning Objectives:

• Assemble treasury product bundles that address a client’s pain points
• Outline a simple, client-facing proposal structure
• Practice explaining the value proposition rather than line-item costs

Session 6: The Future of Payments and Personal Action Plans
Learning Objectives:

• Summarize key trends in payments and treasury and their implications
• Develop a 90-day personal action plan
• Commit to one or two metrics to track post-training impact

About the Instructor

​Victoria S. Loucks, Executive Vice President, Head of Deposit Products
Victoria Loucks (Vicki) joined Freedom Bank in December 2019 and has thirty years of progressive leadership in Treasury Management, Relationship Management and Training at national and international financial institutions. She is recognized as a leader in the Payments Industry and currently serves on the Payments Advisory Counsel for the Federal Reserve Bank of Richmond. 

She began her career at First National Bank of Maryland, a predecessor to M&T Bank, where she helped Fortune 100 clients pioneer early-stage digital solutions including EFTPS, image capture and EDI. Prior to joining Freedom Bank, Ms. Loucks held producer and leadership positions at Sandy Spring Bank (AUB), SunTrust (Truist) and Capital One, where she led the bank’s treasury effort for Not-for-Profit and GovCon business lines, and Citibank where she focused on delivering liquidity and cross-border account solutions to US based middle market companies with operations in Europe, Middle East and Africa (EMEA).

In addition to her professional activities, Ms. Loucks has served in a variety of philanthropic capacities including as a member of the Fundraising Committee for Women Giving Back, a community based organization supporting women and families in need, the Associates Board of Directors for the Wolftrap Foundation for the Performing Arts, as Treasurer and Board Member of the Kidney Cancer Research Alliance (KCCure), as well as leadership roles for several community and local school-based organizations in Loudoun County VA. Victoria holds a bachelor’s degree in finance from Virginia Tech and pursued postgraduate studies in International Finance at Johns Hopkins University. She and her family, along with their tiny 12-pound Australian Shepherd, Addie, live in Leesburg VA.

Registration Types & Rates

This in-person session will take place at the Virginia Bankers Association (4490 Cox Road, Glen Allen, VA 23060).

Member	Non-Member
$695	$1,195

Register Now!

MBA/VBA EVENT POLICIES

By registering for this event, you are agreeing to the MBA/VBA Event Policies and the Privacy Policy.

CANCELLATION POLICY

All cancellations will be charged a $25.00 administrative fee. Cancellations received less than 72 business hours before the program will be charged a $75.00 administrative fee plus any additional fees associated with the training. Substitutions are allowed prior to the beginning of course.

Special Needs & Americans with Disabilities Notice

Please share any specific needs that should be considered as we plan for the conference (i.e. hearing impaired, sight impaired, etc).  Please contact Michele Dunn with any details.

Hotel Information

Drury Plaza Hotel Richmond
11049 West Broad Street
Glen Allen, VA 23060

The association has reserved a block of rooms at the Drury Plaza at the rate of $132/night, plus applicable taxes and fees. Click here to make your reservation by the cut-off date, August 20, 2026.

The rate includes a hot breakfast, evening food and drinks at 5:30 pm, parking and Wi-Fi.

Sponsorship

Contact Amy Binns for information.