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.