If you’re struggling to help members at your credit union, chances are you’re making one of these three common mistakes. And here’s the thing – it’s not entirely your fault.
Most people are trained to focus on products, numbers, and approvals instead of what really matters: the member.
But if you fix these mistakes, you won’t just help more people; you’ll build trust, loyalty, and real relationships. So let’s get into it.
Mistake #1: Asking About Credit Scores Too Soon
The fastest way to lose a member’s trust? Make them feel like just another transaction.
Too many of us start with: ‘What’s your credit score?’ or ‘What rate are you looking for?’ before you even know their name or why they’re here!
Think about it – would you trust a doctor who prescribed medication before asking what’s wrong? No way.
Instead of leading with numbers, start with a simple, open-ended question:
“What’s got you thinking about a new car?” or “Tell me about what you’re looking for in a vehicle.”
This shifts the conversation from processing an application to understanding a need.
Mistake #2: Passing Members Off Too Quickly
Ever walked into a store, asked a question, and the person just pointed you to someone else? Feels impersonal, right?
That’s exactly what happens when a member walks in, and you say:
“Let me get my branch manager to talk to you,” or “I’ll have someone from our lending team reach out.”
Members don’t want to be passed around. They want to feel like someone is taking ownership of their needs.
Take the time to engage before passing them off.
Try: “Tell me a little more about what you’re looking for,” or “Before I introduce you to my loan specialist, let’s talk about what’s most important to you.”
Even if you do need to hand them off, they’ll feel like someone actually cared before sending them to the next person.
Mistake #3: Skipping Discovery Questions
Picture this: A member walks in and says they’re looking for an auto loan.
Instead of asking questions, you assume they just want the lowest rate and hand them a loan application.
Wrong move.
You don’t know if they:
If you skip discovery, you’re blindly selling instead of strategically advising. Here are some questions to uncover some real opportunity:
“Any kids in the mix? Sports, school drop-offs, weekend adventures?”
This shows you care about their family dynamic and how the car will fit their needs.
“Do you have any pets that tag along for the ride?”
Let’s be honest: Who doesn’t love talking about their pets?
“What kind of fun do you get into on the weekends?”
Opens up discussions about their interests, whether it’s camping, biking, or just running errands.
“If your car could talk, what do you think it would complain about the most?”
This is a fun way to get them to open up about frustrations with their current vehicle.
“Are you juggling this car purchase with any other big financial goals – buying a house, starting a business, sending kids to college?
This shows you care about their overall financial picture and positions you as a trusted advisor, not just a salesperson.
These questions customize the conversation and make the member feel valued. And don’t leave yourself out of the conversation, because people are more likely to open when they see you open up too.
For example:
“I drive a Honda Civic myself – super reliable, and it gets me everywhere I need to go, especially when I’m taking my dog to the park every weekend. My oldest is already in college, and my younger one is a junior in high school, so like you, I’m deep in the college planning phase. I used to have not just one but two Saturns back in the day, so I know what it’s like to deal with cars that aren’t exactly the most dependable. And honestly, there are times I wish I had a truck, but I’ve learned to rely on good neighbors for those rare moments. I just don’t need one often enough to justify it. It’s all about finding what works best for your life and budget, right?”
So, the next time you have a conversation with a member… have a conversation! Make it more relational.
The bottom line? If you treat sales like a transaction, you’re going to struggle.
When you do this, you don’t just sell – you build trust. And when people trust you, they buy from you.
As always, remember… Ideas spark changes; actions ignite it.