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Selling to Small Businesses –
A Training Program for Credit Union Staff & Managers

Developing the skills to create and maintain profitable relationships with Small Business owners.

Selling to Small Businesses focuses on the following activities:

  • Sales-Focused Activities- Learn how to target and deliver value-driven communications to high-potential prospects. Also get tips on managing your prospecting.
  • Small Business Selling Skills- Develop selling techniques that include qualifying prospects, conducting productive interviews, and overcoming objections.
  • High Impact Situations- Planning, practicing, and analyzing your ability to prospect, qualify, interview, and present recommendations.

The following sales competencies are developed through this training:

  • Grow your understanding of small business owners, including their needs and behavior
  • Develop value-driven messages designed to generate responses
  • Manage the client relationship from initial contact through final recommendations
  • Learn how to overcome objections, including methods for building effective, personal relationships
  • Foster a relationship-driven approach, focusing less on products and more on a business owner’s overall needs

Selling to Small Businesses- Staff

CUNA’s Selling to Small Businesses staff module is designed to help staff learn the basics of how to converse with business owners. This module will help branch staff provide a seamless member experience that provides the business owner the confidence that their business and personal relationships are well handled.

This Program is Designed for:

  • Member Service Representatives
  • Loan Officers

Learning Objectives:

  • Understand what makes the small business owner tick, and how that impacts account opening and servicing
  • Understand your role in establishing relationships with and retaining small business members
  • Identify the typical needs of business members and what events drive those needs
  • Learn how to ask high impact questions specifically related to understanding the small business member’s needs

Program Content:

Sales Strategies

  • Characteristics of Small Business Owners
  • Typical Small Business Owner Concerns

Sales Skills

  • Enhancing Listening Skills
  • Questioning Strategy

Sales Processes

  • Establishing a New Member Relationship with Small Business Owners

Selling to Small Businesses- Managers

CUNA’s Selling to Small Businesses Manager module is designed to develop the tactics, skills, and strategies to enable you and your sales team to effectively plan and execute activities that will establish deeper, more profitable relationships with targeted businesses. These techniques help build relationships both when the business owner comes in or contacts you, and when you want to reach out to them.

This Program is Designed for:

  • Business Development Officers
  • Business Lending Staff
  • Branch Managers

Learning Objectives:

  • Understand what makes the small business owner tick, and link those drivers and business needs to financial solutions the credit union can provide
  • Identify and connect with the decision maker more quickly
  • Manage the sales process more efficiently from prospecting to closing
  • Sell the whole relationship with the business owner, versus just selling a product
  • Address the blurred distinction between personal and business needs to create relationships that take advantage of the full range of credit union services

Program Content:

Sales Focused Activities

  • Targeting Your Market
  • Approaching Prospects
  • Making Personal Value Statements
  • Overcoming Screening Barriers

Small Business Selling Skills

  • Qualifying Prospects
  • High Impact Questioning Strategy
  • Handling Resistance

Small Business Processes

  • Prospecting for an Appointment
  • Conducting the Initial Interview
  • Gaining Commitment to Recommendations

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.




100% Guarantee
CUNA Center for Professional Development is committed to providing a quality learning experience with cutting-edge topics and expert instructors. If for some reason you are not fully satisfied, contact us and we'll provide you a full tuition refund or credit.

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