Imagine you’re browsing an online shoe store, searching for the perfect pair of running shoes. You notice a live chat option on the website and decide to engage with a customer support representative: Alex.

You start a conversation with Alex, expressing your interest in a specific pair of running shoes. He responds promptly, providing detailed information about the shoes, including features, sizing options, and available colors. Before concluding the chat, Alex assures you that they will follow up with an email containing a summary of the information discussed, including a link to the selected shoes. 

True to their word, within minutes of ending the chat, you receive a personalized email from Alex. The email not only includes a concise summary of the chat conversation but also provides additional details about the shoes, including customer reviews, and has a few entertaining quips based on your online conversation. Alex also invites you to reply directly to the email if you have any further questions.

As you navigate the online store, you realize you have some concerns about the sizing of the shoes. You decide to reply to Alex’s email, seeking clarification. To your surprise, Alex responds promptly, offering detailed sizing guidance and even suggesting a comparison with other well-known shoe brands to ensure accuracy. You make your choice, proceed to checkout, and Alex sends you another note thanking you for your purchase, and wishing you the best in your upcoming 5-K race.

The Power of Follow-Through

Whether online or in the branch, the importance of follow-through cannot be overstated for your credit union. From personalized interactions to timely responses, a well-crafted follow-up strategy can set you apart in a crowded marketplace.

Here are five practical approaches to nurturing credit union sales leads:

• Personalized Emails or Phone Calls – Recap discussions, address any concerns, and provide additional information to move them forward on a new loan or account.
• Schedule Follow-Up Calls – Arrange periodic calls to discuss members’ financial goals or to provide insights into optimizing their banking experience.
• Share Engaging Content – Share with members relevant content, such as financial news, product and account updates, a client success story, and other helpful content that you know they’ll love based on your unique relationship.
• Drip Email Campaigns – With every sales opportunity, make sure you update your CRM (Customer Relationship Management) software. You can go one step further and set up automated email sequences to nurture prospects over time, too.
• Offer Post-Purchase Support – Send a welcome kit or a personalized letter expressing gratitude. It helps lay the groundwork for potential upselling and future collaborations.

Remember this: Time is of the essence in credit union sales. Human behavior is influenced by concepts such as urgency, scarcity, loss aversion, commitment, and even fear of regret. Make sure you set deadlines and timelines for yourself to follow up.