Your Credit Union Sales Training Checklist

Sales training is essential for all credit union professionals, from executives to new employees. Learn what is necessary to attract new members, enhance sales and increase retention. 

A Sales Training Checklist for Credit Union Decision-Makers

C-suite executives, managers, economic buyers and other key decision-makers can shape entire sales training programs. Here is a checklist for them to follow:

1. Change the Sales Mindset 

Many credit unions hire employees who can provide excellent service to members, and that is a great place to start. Instead of trying to turn your team into sales agents, teach them to help members achieve financial wellness. A people-first mindset can help your credit union staff share helpful resources and improve lives. 

When your organization starts to think about sales with a people-first mindset, you can find ways to embody your organization's mission. For example, a staff that prioritizes building genuine connections can enhance trust and strengthen loyalty among members.

2. Build a Culture That Supports Sales

Your organization's culture is crucial to your employees and members. When you foster a belief in helping others, you can view member interactions as opportunities to change lives and ultimately increase sales. 

Host workshops to help your community learn about financial topics, post online resources to help members understand your offerings and offer ongoing training with coaching to support your team. These actions help you effectively create a culture of learning and communication. 

3. Have Checklists for Vendors

Enroll in ongoing sales training to help your staff have welcoming, positive and effective interactions with credit union members. Use this checklist to choose the right training provider for your organization:

• Is this vendor or trainer specifically focused on credit unions?
• Does this provider have many years of experience?
• Is the training flexible enough to accommodate different learning styles and abilities?
• Is the training customizable to our credit union? 
• Is the training available in different formats, such as in person, live and online?
• Does the training focus on building strong relationships and not on transactional selling?
• Does the training offer practical solutions and practice scenarios?
• Are objections covered? 
• Does the provider offer strong member support?
• Has the trainer worked with other trusted credit unions and organizations? 
• Is the provider's teaching approach backed by research and well-tested?
• Does the training include activities or tests to reinforce the learned material?

When you go through this sales training vendor checklist, look for a training provider that provides many "yes" answers. The right partner will offer well-rounded solutions that help your credit union overcome industry challenges and achieve tailored goals. 

4. Make It Consistent

Employees should know that their efforts will be measured and praised. Reward your employees for their great sales efforts. Offer positive incentives, such as bonuses, as well as feedback and ongoing training, to help your team continue building key skills. 

5. Go Beyond Your Employees

Your sales system should move beyond employee interactions to help you sell. Use targeted outreach, community events, social media interactions and other funnels to bring members to you. Share ways you can help potential members improve their lives.

A Sales Training Checklist for Credit Union Employees

Whether you are a new employee or an established member of the credit union team, here is a checklist that can help you serve members better:

1. Redefine sales for yourself: Think about a time you made a purchase that you feel really good about. Would you like to create a pleasant experience like that for your members? Go out of your way to notice when you have a great member experience, and consider how you can apply the same techniques in your role. 
2. Start with gratitude and curiosity: Smile and say something pleasant to every member you interact with. You could chat about the weather or a local event. If you notice something on their account or in their transaction, get curious about ways you can help. For example, if someone is making a deposit and your credit union has introduced a new account that could earn them more interest, mention it to see whether they might be interested. 
3. Think of members first: Members want convenient, friendly services and products that help them make the most of their money. In every interaction, seek to learn more about a member's goal so you can better serve them. 
4. Find ways to add value in every interaction: Consistently make each interaction better with helpful information or kindness. Positive interactions can help you build stronger connections with members and increase loyalty.
5. Get to know the product offerings: Try out the credit union's online platform and try to put yourself in your members' shoes. When you are familiar with a credit union's offerings and user experiences, you can share this knowledge with members. 
6. Practice framing conversations: Get into the habit of observing body language. If someone seems frustrated and impatient, they may not have the extra time to review an offer in depth. You may mention that "next time" you can review a service that would help avoid a similar frustration. If someone seems more relaxed, practice making small talk and maintaining eye contact while you discuss the member's needs.
7. Know where and when to refer: Make it easy for the member you are speaking with to get the support they need. Instead of telling a member that they can apply for a mortgage online, "assume the sale” and make them an appointment with your colleague. Introduce your colleague to create a more personal experience. 
8. Spread out sales training: If your credit union offers self-paced workshops or lessons, try to learn one small section at a time and practice what you learn between sessions. This strategy can help you build a stronger foundation of knowledge over time.
9. Keep a sales file: Keep a notebook or a file on your phone where you store ideas from your training, any member conversations that went well, any observations you have made and anything that seems useful. Review the information in this file at least once a week.

Sales Training Tips for Credit Unions

Whether you are an experienced executive or a new employee, everyone who works at a credit union should understand sales. When you can communicate how your organization supports financial wellness, you can suggest products tailored to a member's needs. 

Here are ways for anyone at your credit union to make the most of sales training:

• Get into the habit of talking about sales training and how to serve members better at work so you and your peers can learn from each other.
• Focus on building people skills, since nonverbal cues such as body language can make or break conversations.
• Understand how different cultures view sales approaches. 
• Brainstorm ways to improve services and communication with members.

Contact ServiStar Consulting for Sales Training That Makes a Difference

Unlock a high-performance team and transform your sales strategy with ServiStar Consulting. Our experts focus on enriching your credit union's culture and adopting a member-focused approach through skills training and leadership development. We offer various solutions to suit your needs, including on-demand courses, onsite training and workshops and live webinars and events.

Schedule a call to learn how we can help support your sales and service culture.