Finding Success For Your Credit Union Marketing Strategy Without Sales Calls

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Messaging via Slack on how to gain and maintain engagement from both our teams and members, one account manager typed, “The credit unions that do well and hit their goals are having regular staff meetings and discussing their monthly and annual goals. The ones who do very well understand that their products can make a difference in the lives of the people they are serving, and the conversations help them hit their goals.” If this doesn’t sound like your credit union marketing strategy, it should.

Reading that gave me immediate flashbacks to a young professional I once employed at a large, regional bank. He had all the product knowledge and personality one could hope for in a customer service role. Unfortunately, he was routinely falling short of hitting his goals. He knew his goals, reviewed them each day, and was trying his hardest but still wasn’t quite reaching his full potential.

That changed on a call one night. Typically, we hated call nights. That meant a branch or two in the area was behind on their goals bringing our collective average down. In turn, all branches got to stay after hours and try to open more accounts and loans or bring in new money to reach our quarterly goal. After all, there’s nothing clients or members like better than being called during dinner time to discuss finances!

But this night was different. We decided to not sell anything. His goal was to keep clients on the phone. Just talk – nothing more. Success was measured if he could tell me about five clients and their lives. For someone as social and personable as he was, he felt zero pressure trying to reach this goal.

The funny thing is that just a few weeks later I offered to help a client who had been waiting in the lobby. The client politely declined to wait for my teammate to help him instead. When asked why, the client said, “He knows my financial story, I’d rather not have to explain it again.” That client was one of the conversations he had on that call night.

It wasn’t long before he was not only hitting his monthly and quarterly goals, but he was surpassing them. He found a way to reduce the pressure of sales, build relationships and use his strengths to truly impact lives. He did very well after that epiphany.

With lobby traffic down and more members opting to bank digitally either for convenience or health concerns, you may wonder how to keep your team engaged, hit your goals, and grow.

Start with the basics for your credit union marketing strategy:

  • Hold regular meetings to communicate and discuss your goals, so each teammate knows what they are accountable for.
  • Help them bridge the gap between your products and the impact those products can have on members’ lives.
  • Give them talking points to highlight how much better your credit union products are versus your competitors and in which situations they should be recommended.

Most of all, what everyone else is doing – do the opposite. Don’t just make sales calls. Instead, pick up the phone and build relationships with members who may not have been in the branch in months or even years. It will mean the world to them.

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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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