Creating Member Loyalty

Creating Member Loyalty^TM

Sales Strategies Testimonials

St. Mary’s Bank, NH
Karen Wooten, Performance Training Specialist

In 2003, we re-launched the Sales Strategies Core and Referral programs and added the Call Center program when the credit union began to build and “define” its sales culture and philosophy. We were looking for a consultative sales program that would support our strong, long-standing service reputation and one that would blend nicely with our philosophy of building long-term, loyal member relationships. The programs have helped us prepare for this year, 2008, our 100th anniversary. We are not just celebrating our anniversary, but holding a year-long campaign to attract new members and deepen existing relationships.

“Define” is the appropriate word, because the Sales Strategies program really helped us explain the new approach to our organization. We initiated a cultural shift from order-taking behaviors to relationship building behaviors. Employees moved from practice to proficiency early in the program, with tellers who had previously recorded no referrals actually providing 3 or 4 immediately after the training.

The Sales Strategies program has helped us eliminate any misconceptions that employees have around the definition of “sales,” and we are incorporating the language of the programs into other facets of our sales initiatives.

St. Mary’s Bank Key Results:

Eliminated misconceptions of “sales”

Provided clear definition of relationship-building behaviors

Moved employees quickly from practice to proficiency

SAFE Federal Credit Union
Jenilyn Stevens, HR Support/Training

We’ve used the Sales Strategies Core and Referral programs, and it has benefited the tellers and the members tremendously. The training helps the most timid and awkward person have the confidence to do cross sales. It gives them the skills, processes and strategies to do their jobs confidently and effectively.

To support my staff, I took the trainer certification course. It taught me how to use many of my trainer skills and processes to maintain and enhance the self- esteem of participants. It’s been very beneficial to me in my training sessions.

SAFE Federal Credit Union Key Results:

Program provided everyone the confidence to do cross-sales

Skills, processes and strategies helped employees perform confidently and effectively

Trainer skills helped maintain self-esteem of participants

Mid-Atlantic Federal Credit Union, MD
Susie O’Neill, Staff Development Manager

We decided to revive our sales and service environment in 2005 by launching Creating Member Loyalty. To drive toward our core mission, we integrated both the Sales Strategies Core/Referral and the Service Strategies programs.

The beauty of these programs is that they reinforce each other. By focusing on building comfortable conversations with both internal staff and external members, we can demonstrate how strengthening internal communications creates stronger links with our members. It helps us develop a deeper understanding about the roles and responsibilities within our organization.

In our monthly member service surveys, we’ve consistently maintained a measure above 6 (7 is the highest score). These scores are easier to interpret because we can link trends in the scores to actual service behaviors facilitated in the program.

Mid-Atlantic Federal Credit Union Key Results:

“Comfortable” conversations improved internal and external communications

Created a deeper understand about internal roles and responsibilities

Member satisfaction scores tied to specific behaviors

TIC Federal Credit Union, GA
Janet Davis, CEO

At TIC Federal Credit Union, we transformed the entire member experience - from the appearance of the lobby to the behaviors of the staff - and the Creating Member Loyalty Program was a key part of it.

Our cultural shift began by creating a credit union environment that appealed to all five senses. We used warmer décor, opened up the interior space, and included free Starbucks coffee.

We then used the Sales Strategies to transition our employees from order-takers to financial advisors. They learned how to ask high-gain questions and test for reactions from the members. It’s helped uncover members’ needs – perceived and unperceived – that will help them lead better lives.

We’ve also used the Sales Leadership Strategies to provide the coaching and planning skills for employees. The CML programs helped us provide role-playing practice in a safe learning environment, such as a branch on weekends. We then used on-the-spot coaching in the work environment.

TIC Federal Credit Union Key Results:

Staff learned to ask high-gain questions and test for reactions

Helped uncover members’ needs – both perceived and unperceived

Provided skill practice in a safe learning environment

The implementation process is simple and straightforward. To learn more contact us or call 800-456-0543. We’ll be happy to answer your questions and show you how easy it is to bring the training system to your credit union.

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