BY NICK BROWN
The member interview is crucial to a credit union’s relationship with its members – and therefore ultimately its success. That’s what makes the widespread misunderstandings about this interview process so detrimental. CUB sets the record straight with the truth behind all the misconceptions swirling around the member interview.
In last month’s article I shared with you the SURPASS Sales Process.This process involves seven steps to sales success that can be applied in the branch, over the phone and online.Giving your members a consistent sales experience is so important, not only because it brands each experience, but also because it ensures your members are getting the very best service possible.
If you read the article, you already know that your credit union has a sales culture, whether it was built intentionally or not.There is no escaping it; the credit union is a sales organization first and always.You sell products and services direct to consumers.Often though, the selling that is taking place sounds a lot like this.
Employee: So what brought you in today?
Member: I need to open a checking account.
Employee: Great, what kind of checking account are you looking for?
Member: Well, I don’t want any fees and I need a debit card.
Employee: Absolutely, we have a great free checking account here at the credit union I can get set up for you.Are you already a member?
Employee: No problem, let’s get started opening your new account and that free checking.I just need…
If you thought “order taker,” you would be absolutely right.This is what is often referred to as a “reactive” sales approach.The employee asks only those questions necessary to learn what the member thinks he or she needs then moves forward processing the request.As an order taker in a reactive sales approach, the employee misses an opportunity to add value to the member relationship by expanding it through cross-selling and deepening it through upselling.