Implementing Smart Brevity in Sales for Credit Unions

Lengthy pitches often fail because buyers can’t discern the important points amid unnecessary details. Effective sales outreach must be concise, leaving no room for wasted words. When it comes to your credit union’s sales outreach through emails and phone calls: Short + Sweet = Successful.  Understanding Smart Brevity Smart Brevity involves conveying your message clearly and concisely, ensuring that every word counts. In sales, this means delivering your pitch in a way that grabs attention, highlights key points, and prompts action. Clear and concise communication is crucial to engaging buyers. Lengthy sales pitches can overwhelm and disengage potential customers. By focusing on brevity, you make it easier for consumers and members to understand and act on your message. Crafting a Brief and Impactful Sales Email Start with a Strong Subject Line  The subject line is the first thing the recipient sees. Make it compelling and relevant to grab attention immediately. Keep it under 50 characters to ensure it’s fully visible on most devices. Get to the Point—Quick Your opening line should immediately convey the purpose of the email. Avoid lengthy introductions and get straight to the main message. Use no more than 3-4 sentences per paragraph. Use Bullet Points for Clarity  Break down key points into bullet points. This makes your email easier to read and allows recipients to quickly grasp the important information. Limit emails to 150-200 words. Call to Action End your email with a clear and direct call to action. Specify what you want the recipient to do next, whether it’s scheduling a call, responding to the email, or visiting a website. Concise and Persuasive Phone Pitches  Preparation is Key  Before the call, prepare a concise outline of your pitch. This helps you stay focused, keep on track, and ensures you cover the essential points without rambling.  Opening with Impact  Start with a powerful opening statement that grabs the listener’s attention. Make sure it’s relevant and addresses a key pain point or benefit. Keep it under 20 seconds.  Highlighting Key Benefits Focus on the most important benefits and features of your product or service. Stick to three key benefits. Avoid getting bogged down in details. Highlight how your offering can solve a problem or improve the member’s situation. Listen and Respond Briefly Prepare concise responses to common objections. Note Well: Active listening is crucial. Pay attention to the buyer’s responses and questions. Keep your answers brief and to the point, ensuring you address their concerns without going off on tangents. Closing Strong  Wrap up the conversation with a strong closing statement that reinforces the call to action. Be clear about the next steps and express your appreciation for their time. Mastering Smart Brevity in sales can significantly enhance your effectiveness, ensuring your messages are clear, compelling, and above all actionable. Remember, in credit union sales, every word counts. Keep it short, sweet, and successful. Boost Your Sales Game!  Enhance your skills to build trust, show value, and create lasting relationships. Use our worksheet to reflect on your interactions, identify strengths, and spot improvement areas.Past Sales Situation Analysis: Reflect, Improve, Excel in Sales

Why Quick Decisions Win Sales: Effective Strategies for Credit Unions

In today’s world, credit unions must master decision-making to effectively serve members and drive growth. Both buyers (members) and sellers (credit union employees) play crucial roles in this process. Quick, informed decisions are essential for maintaining productive relationships and ensuring financial success.  Long decision cycles not only hinder productivity but also damage the relationships between members and their credit union. Members are constantly evaluating their options, so it’s crucial for credit union representatives to decide quickly how to serve them and move forward. They seek quick resolutions to their financial needs, and delays can make them feel undervalued.  Let’s face it: Members are more informed than ever and have more options than ever. Let’s dig into what you need to move your members in the right direction. 1) Identify Member Pain Points—Quickly Understanding the member’s pain points is the first step in crafting an effective service strategy. Rapid identification of these pain points can be achieved through targeted questions and active listening. Focus on understanding the root of the member’s problems to offer tailored solutions swiftly. 2) Establish or Transform Member Readiness Gauge the member’s readiness to act through quick and strategic questioning. You can use frameworks such as the BANT method to assess readiness: Budget: What are the member’s income, credit history, and routine expenses? Authority: Is this member the primary decision-maker for the loan/account, or do they need to confer with a co-signer or another party? Need: Does the member need what you’re offering? Note: This is where you become the expert. What’s best for this member? Quite often, the best solution to their problem may not be visible or apparent to them. Timing: Is the member ready to buy now or soon? Note: For hesitant members, providing clear value propositions and addressing concerns immediately can transform them into ready participants. 3) Understand Member Requirements Rapidly Each member has unique requirements that must be readily understood. Utilizing member data and your CRM systems can provide insights into past behaviors and preferences, allowing you to personalize offers and address concerns on the spot. Quick understanding leads to faster decision-making and higher satisfaction rates. Members appreciate swift and informed responses, which builds trust and confidence, ultimately leading to quicker action. By focusing on essential actions and avoiding unnecessary steps, you can handle more member inquiries and close more accounts in less time. Tidbit: Want to improve decision-making speed? Conduct regular training sessions focused on rapid decision-making, use role-playing exercises, and provide scenarios that require quick thinking and immediate action. The Importance of Discovery Calls in Sales Discovery calls allow you to understand your prospects’ needs, challenges, and goals, enabling you to tailor your solutions effectively. To help you excel in this vital skill, complete this comprehensive worksheet! Refine your approach, identify key questions, and maximize the impact of your discovery calls.Discovery Call Mastery: Essential Questions for Success

Elevate Your Sales Closing Rate with Ease

In the world of credit union sales, it’s important to realize that every moment is an opportunity, and every qualifying question is a stepping stone toward a decision. Either you skillfully persuade them into “yes,” or they convince you to embrace a firm “no.”  Even not making a decision is a decision in itself, right? This is why closing is so important, but it doesn’t have to be a daunting challenge. In fact, it can be a skill you master with finesse and confidence. The key lies in the strategic and thoughtful groundwork that lays the foundation for successful interactions, persuasive pitches, and ultimately triumphant closes.  Persuasion Without Pressure First off, forget about using discounts as a shortcut to the close. It’s not about the price but the value you provide. You also don’t need to bombard your potential new member with a barrage of pushy questions. Instead, focus on understanding their needs and aligning your pitch with their reasons. Ask Questions that Lead to ‘Yes’ Craft your questions in a way that allows them to say yes without feeling cornered. A well-phrased timing question such as “Does it make sense to…” puts the prospect in control. If they say no, it’s a delay, not a rejection.  Try asking, “What’s the next best step on my end?” It signals a genuine interest in finding the most suitable path forward. But let’s say they say “Oh, nothing” or “I don’t know.” Then, you can follow up with, “How about I give you some time and follow up with you on Thursday at 2:30 p.m. Fair enough?” Those two words – “fair enough” – are a bridge to agreement. It softens the language, maintains rapport, avoids confrontation, and encourages further discussion. The Alternative of Choice Method Presenting alternatives can be a subtle yet effective way to guide your prospect toward a positive decision. Example: “Would you prefer a shorter repayment period with a more aggressive approach to knocking down debt or a longer term for more flexibility in your monthly budget?” Offer choices that lead them to the desired outcome, providing a sense of control while gently nudging them toward the close. Mastering Tone Your tonality should convey sincerity and friendliness. Let your words resonate with authenticity, creating a connection that fosters trust. During the sales process, you’ve aimed to uncover the risk, obstacle, or objection they may have. If you’ve addressed the member’s main needs, you can lightly challenge them. You can ask them if there are any reasons not to proceed forward. You can even look your members in the eye and ask them what they think is best.  Closing the sale is not about tricks or high-pressure tactics; it’s about understanding your prospect, offering value, and guiding them toward a decision. The secret lies in the groundwork, the use of thoughtful questions, and the genuine understanding of your member’s need that paves the way for closing more sales at your credit union.

Sales Mindset Mastery: Unleashing the Power from Within

Your mindset is your greatest asset. If you don’t believe in your ability to make a difference, your members won’t either. There’s a saying that a positive attitude is contagious. Well, it’s also incredibly profitable in the realm of credit union sales. Check this out: People are more likely to do business with the credit union – and are more likely to do repeat business –when they have a positive interaction with you.  Know Your Product Inside Out To genuinely help your members, you must first understand your financial products comprehensively. Knowledge is not just power; it’s the foundation of trust. When you can articulate the value your lending products, checking and savings accounts, and your financial advice brings, then you become a reliable advisor to your members. Solutions Over Features Shifting the focus from product features to member solutions is paramount. It’s all about providing solutions to the challenges your members face. This may include debt management, insufficient emergency savings, job insecurity, healthcare costs, housing costs, managing daily expenses, family obligations, or unexpected expenses. Tailor your advice to showcase how your product addresses their unique needs. Persistence Pays Off Rejections are not roadblocks; they are stepping stones to success. Every “no” brings you one step closer to a resounding “yes,” and it can take a dozen attempts before you make the sale. There’s a reason sales professionals to this day cite the “10-3-1” rule: Ten calls, three meetings, and one sale. Learn from rejections, refine your approach, and keep pushing forward. If you know your products and you know what solution your prospect wants, aim to provide new information each time you reach out. Be direct and sincere, answer all their questions, and remember to be friendly.  A winning sales mindset is not just about the numbers; it’s about creating meaningful connections, solving problems, and continuously growing. Cultivate a winner’s mindset and watch as it transforms not only your credit union career but also the lives of those you serve.

Prospecting Gold: Unearthing Opportunities for Sales Triumph

As people become more cautious about their spending and face diminished purchasing power, the need to demonstrate value has never been more critical. To navigate this landscape successfully, credit unions must employ strategies that not only attract prospects but also retain them through valuable interactions. Multiple studies have shown the top three financial challenges facing Americans are managing debt, improving their credit scores, and building savings and emergency funds. With the right line of questioning, you can navigate these financial conversations, build rapport, and turn objections into opportunities for lasting relationships. Here’s a line of questioning to help you qualify and identify needs: Question one: Can you share your experience managing… (credit cards, student loans, medical bills, savings, credit scores, etc.)? Notice this is not a “yes” or “no” question. Now, you may get, “I’m fine” or “Everything is good,” but you can follow that up with, “Tell me more” or “Everything is good?” It is important to be empathetic. Consider their tone and body language, as well as your own. The objective here is to get them to open up about their situation.  Even if they put up a wall, realize that it’s not a true “no” so much as a “no, not yet.” According to MarketingDonut, 92% of sales professionals give up after the fourth call, but 80% of prospects say “no” four times before they say “yes.” Question two: What support would help you feel … (secure, relieved, confident, happier, etc.)? This question not only identifies the pain point, it demonstrates a general interest in the person’s well-being, which helps build rapport and trust. This question can indirectly reveal hidden worries or objections that you can address.  The support they identify may not be what you had in mind, and that’s okay. It gives you insight into what knowledge they have and what limiting beliefs they are telling themselves. Armed with these insights into their emotional needs, you can adjust your communication style and emphasize aspects of your lending, savings, or everyday banking products that specifically cater to their needs. Question three: It sounds like if you could get a handle on (specific financial challenge), you would (state aspiration or goal), and I’m confident I can get you there. When can we begin? Repeating what the person tells you is a powerful communication technique in sales. It demonstrates active listening, clarifies understanding, validates the member’s feelings, and confirms agreement. Are you free and clear from objections? No. In most cases, this is when you may get, “Now isn’t a good time,” or “I need to talk to my spouse.” Ask for a specific time in the future when it might be more convenient for them. Sometimes the timing truly isn’t right, or they do need to consult someone else, so schedule a follow-up. Even after all their sharing they may still say, “I’m not interested.” Ask for feedback and follow up. Make their input feel valuable. It’s okay to ask what didn’t quite resonate with them so you can better meet their needs when you reach out in the future.  Remember: Your prospect should be doing most of the talking. Your questions are about getting insight into their financial journey. And, keep in mind that persistence pays off. By focusing on the member’s well-being, you are gaining valuable insight beyond a one-time interaction and building a foundation for a longer-term, mutually beneficial relationship.

Elevate Your Sales Career: Embracing Continuous Personal Growth

Every day in credit union sales, you are opening, closing, or servicing a variety of loans and accounts. You are navigating telephones and emails with a high degree of accuracy and speed – all while knowing that member preferences can shift like the tides. The journey to success is marked by those who commit to continuous personal growth. As a credit union professional, the path to excellence is paved with a relentless focus on key elements that surpass mere metrics and quotas. It’s one that transcends Key Performance Indicators (KPIs) and centers around the cultivation of Knowledge, Skills, and Abilities (KSAs).  If you want to grow loans, accounts, and membership, place an emphasis on these key areas: Focus: The Beacon of Success The ability to concentrate on priorities amidst distractions is essential for success. When attention is directed toward refining product knowledge, understanding the members’ needs, and perfecting sales techniques, doors begin to swing open. Passion: Fueling the Fire Within In credit union sales, a passionate approach transcends mere transactions. It builds lasting relationships and fosters member loyalty. When passion ignites every interaction, it becomes the catalyst for a profound connection that extends beyond the confines of a single transaction. Hard Work: The Cornerstone of Achievement Hard work is where raw potential is transformed into polished skill. It distinguishes the ordinary from the extraordinary, setting the stage for achievements that stand the test of time. Embracing a work ethic that exceeds expectations will propel a credit union pro into a league of their own. Perseverance: Weathering the Storms We all face challenges, setbacks, and unforeseen obstacles. It’s the resilience to bounce back from lost opportunities, learning from mistakes, and adapting to changing circumstances that will make you better. Perseverance is not merely enduring; it’s about evolving and emerging stronger from every trial.  Accountability: Owning Your Success Accountability fosters a culture of continuous improvement by prompting you to reflect on your actions, learn from experiences, and seek ways to enhance performance. When sales professionals embrace accountability, they become the authors of their success stories, each chapter a testament to their commitment to growth. Remember: KSAs are what gets you to your KPIs by being adaptable, informed, and attuned to the needs of the membership. The pursuit of knowledge and the development of skills are the linchpins to having an illustrious sales career at your credit union.

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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


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.

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