Master the art of selling your bank

I help community bank CEOs master their bank’s future — by design, not by default.

I’m the founder and former CEO/Chairman of Freedom Bank, where I led a de novo community bank through the financial crisis and ultimately sold the institution at 3.5× the original investment.

I previously served as the 133rd Chairman of the Kansas Bankers Association and as Chairman of the Kansas State Banking Board.

I’m the author of The Art of Selling Your Bank (300+ verified reviews) and the host of the Community Bank Value™ Playbook, where I help community bank CEOs understand their strategic position, strengthen their value drivers, and lead with clarity — whether they remain independent or evaluate opportunities.

My work focuses on:
• Community bank strategy
• Valuation and ability-to-pay
• M&A readiness (without forcing outcomes)
• CEO communication and board alignment
• Leadership independence
• Strategic optionality
• Timing and the strategic window

Kurt Knutson

Leverage isn’t built in the moment.

It’s built long before the moment arrives.

The strongest institutions don’t assemble their advisors under pressure.

They build relationships years in advance —
so when a decision appears,
they aren’t scrambling.

They’re evaluating.

Preparation doesn’t signal intent.

It signals control.

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https://www.kurtknutson.com/newsletter-sign-up

Build a bank to own forever or sell tomorrow.

Kurt Knutson was a banker for forty years. He started a de novo bank, built, and successfully sold it.

He understands the challenges that bank CEOs and board members face when considering the sale of the bank.

Concerns about confidentiality and the fear of making costly mistakes or missing out on opportunities can be overwhelming, but it doesn’t have to be that way.

Kurt is now dedicated to developing educational resources and providing tools to help bank CEOs and board members gain clarity on the process of selling the bank in order to achieve the best results.

His first offering is his recently published book, "The Art of Selling Your Bank: A Bank CEOs Step-By-Step Guide".

Selling your bank can make you feel like you are standing naked in public. You must always have your bank in the best shape possible, in other words, “swimsuit-ready”.

When you understand how the process works, you will know if you are ready or what you need to do to get ready. This will reduce the “noise” of the process, calming your mind and allowing you to move forward freely and confidently for the best results.

You will be able to find answers to questions like:

●    What is our bank’s value, and what are the drivers of our value?

●    Who is interested in buying us, and what is the best method?

●    When is the best opportunity to pursue a sale?

The process of gathering this information is high-risk due to the fear of word leaking out, losing customers, and damaging value. Asking advisors for advice may feel like asking a barber if you need a haircut.

His hope is that this book will help bank CEOs gain the confidence and peace of mind so they can use their skills when it matters most.

Written by a bank CEO who has been in your shoes. Not written from the perspective of an accountant, a lawyer, or an investment banker. Use the knowledge in this book to build a bank you could own forever, but be in a position to sell tomorrow - the ultimate optionality.

The Art of Selling Your Bank: A Bank CEO's Step-By-Step Guide by Kurt Knutson

This free weekly newsletter arrives in your inbox every Saturday morning. The newsletter is written for savvy bankers who build valuable banks as if they will own them forever, but have them positioned so they could sell tomorrow.

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Helping community bank CEOs lead with clarity before pressure.

Optionality isn’t emotional.
It’s structural.

Maximum certainty.
Minimum voice.

Maximum voice.
Minimum certainty.

Every decision carries trade-offs — whether you’re evaluating capital, succession, or something more complex.

Structure determines influence.

And influence determines how much control you retain when the environment changes.

Understanding structure doesn’t signal intent.

It signals maturity.

Two CEOs said "We're not for sale." One spoke from strength. The other from fragility.

One CEO declared: "We're not for sale." But he had thin earnings, succession gaps, and shareholder pressure. When an offer arrived, he had no leverage.

Another CEO said the same words. But she'd spent years building: sustainable earnings, management depth, shareholder alignment, capital flexibility.

When an offer arrived, she evaluated it calmly—from strength.

Same declaration. Different position. Completely different leverage.

Intent is what you say. Position is what the market sees.

"Not for sale" isn't strategy. It's a declaration. Strategy is what you build before anyone asks.

Many community bank CEOs believe they understand their institution’s strategic position.

Strong earnings.
Healthy capital.
Solid growth.
A respected franchise in the community.

Those indicators matter.

But they do not always reveal the bank’s true strategic position.

Because position is not defined by performance alone.

It is defined by leverage.

Two institutions can produce similar financial results while sitting in very different strategic positions.

One may have durable optionality.

The other may discover — often later than expected — that its room to maneuver is narrower than performance once suggested.

That distinction becomes clear only when leadership begins evaluating the institution through a different lens.

A lens focused not just on performance, but on position.

I wrote a short piece exploring this idea and introducing what I call The Leverage Matrix — a framework for understanding how community banks are positioned long before strategic pressure appears.

If you’re interested, you can read it by clicking the link provided in the comments:

The Leverage Matrix: Where Most Community Banks Misjudge Their Position

It isn’t price.
It isn’t timing.
It isn’t control.

It’s legacy.

And when that fear surfaces, contracts feel like protection.

But contracts protect terms.
They don’t protect meaning.

They don’t preserve trust.
They don’t guarantee culture.
They don’t ensure that what mattered to you will matter to someone else.

That’s not a criticism of contracts.
 It’s clarity about their limits.

Legacy isn’t preserved by paperwork.

It’s preserved by building something strong enough to endure change.

#PlaybookReflection

Stop waiting for markets to improve. Start building organizations that create value regardless.

One CEO waited five years for "better multiples." Market conditions never came. He missed his window. Key employees retired. Regulatory challenges emerged.

Another CEO built value immediately: sustainable earnings, scalable operations, deep relationships. When he was ready, buyers competed for his organization.

You can't control multiples. You can control what you build.

The best time to create value isn't when you're ready to sell—it's right now.

Build something valuable whether you sell or stay independent.

That's how winning organizations get built.


Tomorrow, in my free newsletter, “The Savvy Banker,” I break down topics like this for leaders who want to take charge of their bank’s future.

This week's topic:

"Community Bank Strategy: Why Control Is Built Before It's Tested"
(This is a foundational piece - you're going to want to get this.)

(Link to subscribe in comments below)

Valuation isn't what you want.
It's what the market can justify.

One CEO was irreplaceable. His valuation dropped $5 million. Another CEO built a team that operated without him. Premium valuation.

One CEO believed: "My personal involvement in every decision creates value." He couldn't take a week off. Every approval needed him.

Buyers asked: "Will this work without him?" Answer: No. Valuation dropped significantly.

Another CEO built systems and teams. His organization operated smoothly during his month-long vacation.

Buyers asked the same question. Answer: Yes. Premium valuation.

Same size organizations. Different approach. Millions in difference.

Buyers don't buy you. They buy your organization's ability to generate earnings without you.

Make yourself replaceable. It increases value.

One CEO couldn't answer five simple questions about his team. The buyer walked away.

One CEO had a casual lunch with a buyer's CEO. The buyer asked: "Who are your critical employees for earnings? Which people have strongest customer relationships? What motivates each person?"

The CEO stumbled. He didn't know his team's career goals. Couldn't explain who'd embrace change. Wasn't sure his team could operate without him.

The buyer lowered his offer significantly.

Another CEO knew these answers cold. Demonstrated team depth and independence.

The buyer improved his offer.

Buyers aren't just evaluating numbers. They're assessing whether your team is an asset or a problem.

Most leaders think "11 interested parties" guarantees 11 offers. That thinking sets up disappointment.

The common belief: If 11 parties express interest and sign NDAs, you'll get 11 offers.

Reality: Interested parties aren't the same as committed bidders.

One CEO had 11 interested parties. Got 5 actual offers. That's 45% follow-through—actually pretty good.

The other 55% were "confirmation yeses"—polite interest, not commitment.

The "all interest becomes offers" thinking creates false expectations. The "some interest becomes commitment" thinking prepares you for reality.

Interested parties test waters. Committed bidders submit offers.

Know the difference.

Most community bank CEOs believe they have control.
Until something tests it.

An unsolicited inquiry.
A shareholder liquidity question.
A board conversation that accelerates.
A competitor selling at a premium.

By the time pressure appears, leverage has already been decided.

I’ve brought together the Leverage Matrix, the Eight Value Drivers, and the Value Equation into one cohesive framework for understanding how control is actually built.

Not in negotiation.

Years before it.

If you lead a community bank and care about optionality, long-term value, and structural clarity — this is foundational.

(Link in the comments below)

Stability Isn’t Strategy

Last week, I published a foundational piece on community bank strategy — and how control is built long before it’s tested.

One idea has lingered.

Stability is often mistaken for strength.

Stable earnings.
Stable leadership.
Stable shareholder base.
Stable market.

And stability is good.

But stability without positioning is fragile.

Because stability delays hard conversations.

It postpones succession planning.
It defers alignment.
It assumes readiness.

The Leverage Matrix teaches something subtle:

Low urgency does not equal high leverage.

In fact, the most deceptive position a bank can occupy is stable, not positioned.

Nothing feels forced.

Until something is.

Succession.
Regulatory change.
A shareholder event.
An unsolicited inquiry.

And suddenly, time compresses.

The banks that maintain control are not the ones who react well.

They are the ones who prepared while nothing was wrong.

Stability isn’t the enemy.

Assumption is.

If you haven’t read the full framework, you can find it linked in the comments.


And then ask yourself:

Are we stable?
Or are we positioned?

𝗢𝗹𝗱 𝘄𝗮𝘆: "𝗪𝗲'𝗹𝗹 𝘀𝗲𝗹𝗹 𝘄𝗵𝗲𝗻 𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗲𝘀 𝗵𝗶𝘁 𝟮𝘅 𝗯𝗼𝗼𝗸." 𝗪𝗮𝗶𝘁 𝗳𝗼𝗿 𝗺𝗮𝗿𝗸𝗲𝘁 𝗰𝗼𝗻𝗱𝗶𝘁𝗶𝗼𝗻𝘀. 𝗛𝗼𝗽𝗲 𝘁𝗶𝗺𝗶𝗻𝗴 𝘄𝗼𝗿𝗸𝘀 𝗼𝘂𝘁. 𝗧𝗵𝗲 𝗻𝗲𝘄 𝘄𝗮𝘆: 𝗕𝘂𝗶𝗹𝗱 𝗿𝗲𝗮𝗹 𝘃𝗮𝗹𝘂𝗲 𝗻𝗼𝘄.

𝗣𝗮𝘀𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵: Fixate on multiples. Wait for better market conditions. Watch what competitors sold for. Hope your timing works out.

𝗣𝗿𝗲𝘀𝗲𝗻𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵: Build value through sustainable earnings, scalable operations, strategic positioning, deep relationships. Create organizations valuable whether you sell or stay independent.

Old way wastes years waiting. New way creates options.

Two banks sold for $30 million. Different multiples. Same shareholder return.

Total return matters. Multiples don't.


Each Saturday, I send a private note called The Savvy Banker.
It’s written for bank leaders who value clarity before pressure — and want to think through strategic decisions long before they become public or urgent.

This week’s note explores:

"Why “We’re Not for Sale” Is Not a Community Bank Strategy"

(Link to subscribe in comments below)

Most leaders think "Bring the whole management team to show our depth." That thinking kills deals through leaks.

The common approach: Include everyone. Show how strong your team is. Demonstrate organizational depth.

That creates leak risk. Every person who knows tells someone else.

What works: Bring 4-5 people maximum. Choose those who can handle detailed questions in key areas. Ensure they have change-in-control agreements. Make them sign insider agreements first.

The "show our depth" approach risks confidentiality. The "smallest prepared team" approach protects deals.

One unprepared person or one leak can destroy your best offer.

Choose carefully.

Seven months of work. One board meeting. One CEO mentioned his own future during the vote. The deal nearly collapsed.

One CEO reached the board approval meeting after 7 months. During the vote, he started talking about his personal future role. Board members got distracted. Questions multiplied. Confusion spread.

Another CEO stayed focused on the board's decision: "Did we follow a thorough process? Is this fair to shareholders? Have we met our duties?" Vote passed smoothly.

Same milestone. Different focus. Nearly different outcomes.

This meeting isn't about you. It's about the board fulfilling their fiduciary duty to shareholders.

Stay focused on their decision, not your future.

Preparing for Management Meetings That Seal Deals:
Who to bring (4-5 maximum):
CFO, chief credit officer, commercial leader, operations head

Before the meeting:
- Verify change-in-control agreements exist
- Have everyone sign insider agreements
- Research each buyer's strategy
- Prepare for detailed questions

What buyers evaluate:
Numbers AND cultural fit—will your team work well with theirs?

Critical rule:
Every person added increases leak risk. Better to have smaller prepared team than risk confidentiality.

One wrong answer or one leak kills deals.

Management meetings determine final offers.

One CEO waited until the 9th inning to sell. Growth had slowed. Margins compressed. Options vanished. Weak offers.

One CEO thought: "We'll sell when we have to." He waited until growth slowed, competition intensified, margins compressed. 9th inning. Buyers saw decline ahead. Low offers.

Another CEO sold in the 6th inning: solid earnings built, growth opportunities still ahead, succession ready, positive momentum. Buyers saw runway for future growth.

Premium valuation.

Same organization lifecycle. Different timing. Millions in difference.

The ideal time to sell? When you've scored runs but your strongest opportunities are still coming up. Peak performance with clear growth ahead.

𝟰 𝗧𝘆𝗽𝗲𝘀 𝗼𝗳 𝗕𝘂𝘆𝗲𝗿𝘀 (𝗔𝗻𝗱 𝗪𝗵𝗶𝗰𝗵 𝗢𝗻𝗲𝘀 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗣𝗮𝘆):

𝗦𝗲𝗿𝗶𝗮𝗹 𝗔𝗰𝗾𝘂𝗶𝗿𝗲𝗿𝘀 - Efficient, experienced, move fast, submit competitive offers

𝗢𝗰𝗰𝗮𝘀𝗶𝗼𝗻𝗮𝗹 𝗔𝗰𝗾𝘂𝗶𝗿𝗲𝗿𝘀 - Serious but slower, less efficient, reasonable offers

𝗙𝘂𝘁𝘂𝗿𝗲 𝗔𝗰𝗾𝘂𝗶𝗿𝗲𝗿𝘀 - Just practicing, might submit low offers, not ready yet

𝗟𝘂𝗿𝗸𝗲𝗿𝘀 - No real plans, just curious, waste everyone's time

How to separate them: Ask for written offers with quick deadlines (1-2 weeks). Serious buyers deliver. Time wasters drop out.

Focus energy on serial and occasional acquirers. Be polite to future acquirers. Ignore lurkers.

Not all interest is equal.

𝗢𝗹𝗱 𝘄𝗮𝘆: 𝗗𝗲𝗳𝗲𝗿 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 𝗱𝘂𝗿𝗶𝗻𝗴 𝘀𝗮𝗹𝗲 𝗽𝗿𝗼𝗰𝗲𝘀𝘀𝗲𝘀. 𝗛𝗼𝗽𝗲 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁. 𝗥𝗲𝗮𝗰𝘁 𝘁𝗼 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀. 𝗧𝗵𝗲 𝗻𝗲𝘄 𝘄𝗮𝘆: 𝗟𝗲𝗮𝗱 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘁𝗵𝗿𝗲𝗲 𝗱𝗶𝘀𝘁𝗶𝗻𝗰𝘁 𝗽𝗵𝗮𝘀𝗲𝘀.

𝗣𝗮𝘀𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵: "Why decide now? Let's wait." Defer renovations, promotions, major choices. When deals collapse, no explanation exists. Team loses trust.

𝗣𝗿𝗲𝘀𝗲𝗻𝘁 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵: Phase 1 (Silent Running)—run normally. Phase 2 (Balancing Act)—filter decisions through multiple lenses. Phase 3 (Power Shift)—lead confidently while authority transfers.

Old way creates chaos when deals fail. New way protects value whether deals close or not.

Understanding phases prevents reactive decisions that kill deals.


Each Saturday, I send a private note called The Savvy Banker.
It’s written for bank leaders who value clarity before pressure — and want to think through strategic decisions long before they become public or urgent.

This week’s note explores:

"Community Bank Strategy: Why Control Is Built Before It's Tested"
(This is a foundational piece - you're going to want to get this.)

(Link to subscribe in comments below)

Josh Folds is a banking executive with over 25 years of experience in leading sales and strategy for various segments and markets. Josh is currently EVP-Chief Banking Officer for Fidelity Bank of Louisiana where he oversees all strategic execution for Retail, Small Business, SBA and Commercial Banking. Josh previously was the Head of Small Business, Business Banking, SBA, Merchant Services, and Virtual Business Banking for all of First Horizon Bank, a $85 billion asset sized financial institution that operates in 12 states and over 400 banking centers.

As a change agent and a thought leader, Josh has successfully led through complex mergers and acquisitions, developed social selling strategies to diversify revenue and grow the brand, and built high performing teams that consistently exceed expectations. He is also a well-recognized community leader who impacts local youth through his involvement with Big Brothers and Big Sisters, Athletes of Influence, the NFL and other organizations. Josh is a social selling expert and a national speaker on the future of banking and the impacts of social prospecting. He currently serves on faculty for the Graduate School of Banking at the University of Wisconsin. Josh is also a recognized author with his 2 books "Quotes for the Soul" and "Social Selling a User's Guide to Success." He is passionate about delivering superior customer service, empowering his associates, and driving innovation and revenue growth in the banking industry.

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