Mastering Credit Union Conversations

You walk into a member meeting, ready to talk about your credit union’s latest offerings. You’ve got the best rates, the lowest fees, and the friendliest service. But 10 minutes in, their eyes glaze over, 

they nod politely, and suddenly, you realize you are losing them.

What went wrong? It’s not just what you say, it’s how you say it. The difference between an engaged member and a lost opportunity is your ability to speak with purpose, clarity, and persuasion.

Here’s how to craft your message so it resonates, sticks, and most importantly, leads to action.

1. Inform: Give Them the ‘Aha!’ Moment

Think about the last time you learned something so useful that you couldn’t wait to share it. That’s what an informative conversation should do. Your job isn’t to dump data, it’s to reveal value.

Bad: “We offer competitive mortgage rates and flexible terms.”
Good: “Did you know you could save thousands on your mortgage just by switching to a credit union? Let me show you how.”

Information alone is forgettable. But when you frame it as a problem they didn’t know they had – and a solution they can’t ignore – they’re hooked.

2. Persuade: Sell Without Sounding Like a Salesperson

Members don’t want a sales pitch. They want a solution to their problem. A persuasive message doesn’t tell them what to do. It makes them want to do it.

Instead of dumping facts, ask questions that uncover their needs:

• “What’s the most frustrating part of your current banking experience?”
• “Have you ever wondered how much you actually pay in fees every year?”
• “If you could wave a magic wand, what would your ideal loan look like?”

A conversation that feels like a helpful discovery is far more persuasive than one that feels like a pushy pitch.

3. Entertain: Because Nobody Likes Boring

Finance is serious. But does that mean your conversations have to be dry? Absolutely not. Engaging speakers win attention, trust, and business.

Inject some personality:

Don’t say: “We provide excellent customer service.”
Do say: “At a bank, you’re a number. At a credit union, you’re the reason we exist. That means when you call, a real human answers, usually before your coffee gets cold.”

People don’t remember facts. They remember stories, humor, and vivid examples. So, make them laugh, make them think, and make them feel.

4. Inspire: Give Them a Reason to Care

People don’t just want great rates. They want to belong to something meaningful. A well-crafted message connects their financial decisions to their values.

Instead of: “We offer lower fees and better interest rates.”

Try this: “Every dollar you keep in your pocket is a dollar that supports your family, your community, and your financial future.”

A message that inspires action is more powerful than one that simply informs.

Speak with Purpose, Sell with Confidence

The next time you talk to a member, ask yourself:

• Am I revealing value or just listing features?
• Am I guiding them to a decision or just talking at them?
• Am I engaging or just reciting information?
• Am I connecting with what truly matters to them?

Say it right, and they’ll listen. Speak with purpose, and they’ll act. And that’s how you turn conversations into conversions.