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.

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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

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.

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