New Year, New Sales Approach: Fresh Tactics for Credit Union Growth

3 Credit Union Sales Tactics for 2024It’s fair to say that the key to credit union sales is empowering the member. When they feel in control, they are more likely to close deals – open memberships, loans, checking accounts, etc. What has changed, however, is redefining our approach as credit unions. Our pursuit demands new avenues to connect with prospects –  forging bonds that extend beyond the transactional to the relational. Today, we have a more informed buyer who is in control of the information they consume and have high expectations for transparency and value.  So, the questions become: To answer these questions, here are three credit union sales tips for 2024: 1) The Social Selling Power Play First, let’s address the elephant that’s most likely lurking in your credit union. There’s fear that you or your staff will do something wrong when it comes to social selling. Plus, who has the time? Let’s just say, “You have to risk it to get the biscuit!” Now, let’s talk about why becoming an authority in your space is the linchpin to success. Humans are social beings, and social proof plays a significant role in decision-making. It creates trust and validation. And when you showcase an aspirational financial lifestyle, followers will want to emulate you. Don’t get stuck on your credit union staff becoming the next Khaby Lame, Soomer Ray or MrBeast. Take the glitz and glamour out of being an influencer. Instead, view social selling as a way of helping others first. You are changing lives at your credit union, yes? If you are instilling that within your organization’s culture, it’s worth shouting from the mountaintops on Instagram, TikTok, LinkedIn and other platforms. Of course,  it is imperative for employees to have a clear understanding of permissible content for posting. However, it is equally crucial to empower them to contribute their unique insights. Let them be authentic. 2) Leverage Data for PrecisionImagine a sales approach tailored precisely to your members’ needs – it’s not a dream, it’s data-driven reality.  Leverage the wealth of transactional data available to you. You can target product recommendations and personalized budgeting assistance by analyzing spending patterns and transactional history. By examining product usage data, you can up-sell or cross-sell, or even offer incentives or rewards based on how often and how much members use a particular service.  One-size-fits-all went out of style with the dial-up Internet. Leverage data to build your pipeline. In many cases, you can know what your members need before they do! 3) Embrace the Consultative Approach Look beyond short-term gains.  Be a proactive problem solver and find out what are the member’s unique needs, challenges, and goals. The savvy credit union staffer anticipates potential challenges and offers solutions, checks in with members regularly, gathers feedback, and adjusts her approach as necessary to ensure ongoing satisfaction.  In the fiercely competitive landscape of business, the art of winning members transcends mere transactions; it hinges on building lasting connections and leaving an indelible mark. As banks, Fintech and other credit unions navigate the crowded marketplace, the allure of your offering must extend beyond the tangible benefits. It lies in the lasting impression you create, the rapport you build, and the distinctiveness that sets you apart.  Remember the timeless truth that people prefer to do business with friends. In today’s environment where choices abound, being memorable is the true currency of commerce. As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email frank@yourmarketingco.com.

Does your credit union have the right marketing budget?

One of the most common questions I get is, ‘how much should we spend on marketing?’ If I had the magic answer to that, my bum would be sitting on the sand of a Cayman beach and not a care in the world. A magic number doesn’t exist, however, here are four factors to remember to find the right answer for your credit union. When you play the long game and play it well, you won’t see the instant results in 30 days, but over the course of 12 months you’ll be pleasantly surprised with your results. As you navigate the complexities of planning your credit union marketing budget, remember that success will lie in finding the right balances. Reflect on the insights above, assess your budget against these, and be proactive in adapting to the evolving needs of your ideal member. Outsourcing your marketing to an agency with experience in your niche is a great way to ensure clarity and strategic wins, so you won’t have to take a ‘hit’ again. Are you ready to navigate marketing in your FOM with precision while adapting proactively? Let’s talk!

Strategy or execution: What’s more important to your credit union’s success?

Research has shown that only about 8% of leaders excel at both strategy and execution. So, with limited resources at your credit union, which is more important to your success? Of course, the answer is: BOTH! But how? Credit union strategic planning sessions that ask these two questions “What are we great at?” and “What are we able to achieve?” is a step toward successful strategy and execution. Instead of coming up with big visions and asking already task-saturated teams to take on more, start small with those two questions. Another reason to start small is your budget. Execution is often delayed because, ‘We just don’t have the budget for it.’ Linking your budget to the strategy is essential. I always tell my team, “Never say I didn’t have time; instead say it wasn’t a priority,” and see how fast the important things start getting done over the urgent fires. The same goes for budget. If you identify something as a priority but never fund it, is it truly a priority? You may have to experience some necessary endings and shut the door on some legacy products, services or other budgetary items to make room for the new, more important items that will make and keep your credit union relevant. Finally, how about your team? Do they know the strategy and vision for where your credit union is going? As a leadership team you can be bought in and budget accordingly, but without the team behind you pushing in the same direction the execution of your strategy is doomed to fail. You’ll need to tap into the various skills on your team, as well as getting buy-in from them. Can you focus on both strategy and execution at your credit union? You sure can. Howard Schultz, former Starbucks CEO is a great example of a leader who can do both and do both very well. He had a vision for Starbucks to be more than a coffee shop. His vision was for Starbucks to be a comfortable place to spend time beyond just grabbing a cup of coffee and heading on about your day. It started with a vision, which lead to creating a strategy, and then executing that strategy. In a recent Harvard Business Review interview, Schultz had this to say about retail strategy execution: “You can walk into [any type of retail store] and you can feel whether the proprietor or the merchant or the person behind the counter has a good feeling about his product. If you walk into a department store today, you are probably talking to a guy who is untrained; he was selling vacuum cleaners yesterday, and now he is in the apparel section. It just does not work.” So, here’s your gut punch question: How do members feel when they walk into your credit union or interact virtually with your credit union. Do they get a good feeling about your brand, or are they talking to that guy who was selling vacuum cleaners yesterday? If polishing your vision, creating a strategy, and executing that strategy is the next step in growing your credit union we can help. For more than 15 years, Your Marketing Co. has partnered with hundreds of credit unions to create and execute credit union marketing strategies that help credit unions educate, engage and retain the next generation of credit union members.

2024: A year to be optimistic about credit union marketing

Economic concerns, violence around the world and an uncertain election – that’s how we’re starting 2024. Despite all of that marketers are being optimistic heading into 2024 than years past, according to WARC’s “The Voice of the Marketer 2024” report. So optimistic that the overall global marketing investment is projected to increase 8.2% in 2024 to top $1 trillion for the first time. “A significant finding from our survey analysis is that while marketers are concerned about the impact of an economic recession, there is also a sense of optimism regarding the business climate and marketing budgets for 2024,” Senior WARC Analyst Isabel Cleaver said. For the second consecutive year, 64% of marketing executives indicated that a possible economic recession would have the biggest impact on marketing strategies in the new year, while 41% cite inflation and the cost-of-living crisis as the biggest challenges ahead in 2024. So where are marketers planning to spend their budgets in 2024? No surprise here: The report found that marketers are planning to increase investments in social media, online video and mobile, with spending expected to remain steady or decrease in traditional channels like print, cinema and TV. TikTok and YouTube will receive the biggest budget increases in 2024, while the cloud of controversies surrounding X (formerly known as Twitter) will result in 31% of marketers decreasing investments in the social platform – the largest decrease in the past three years. Besides platform spend, what else is top of mind for marketers in 2024? 54% of marketers view brand metrics as having the greatest impact on their marketing strategy, above ROI, sales, and market penetration. This checks out with conversations we are hearing from credit unions over the last half of 2023. A majority of credit union leaders we have spoken with about marketing challenges cited lack of brand awareness as one of the top obstacles to growth. If you find yourself struggling to start the year with confidence that your marketing strategy and brand are aligned with your goals, Your Marketing Co. can help. For more than 15 years our experienced team has helped hundreds of credit unions educate, engage and retain the next generation of credit union members. We can help you, too

Let's Get Started!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!
Download Teal Paper!