Let me share a concept that’s reshaped the way I think about member service. I call it: Presence over Performance.
It’s the idea that when we engage with members, our first job isn’t to promote a product. It’s to be fully present.
That may sound counterintuitive in a performance-driven world. But think about it. When we stop approaching conversations with a hidden checklist or a conversion target, we actually build the kind of trust that outperforms any short-term goal.
Here’s what this looks like: You listen longer. You ask real questions. You care, not because it’s policy, but because it’s personal.
And here's the irony: when we stop trying to ‘win the sale,’ we earn the relationship. And from there, everything else flows.
Let me leave you with four practical steps to keep you on track:
No. 1 – Mentally reframe your goal for the interaction. Say to yourself, “My goal is to leave this member feeling heard and respected.” This keeps you focused on connection, not just the conversion.
No. 2 – Practice the “2-Second Rule.” Before responding, pause for two seconds. It creates space for deeper listening instead of jumping to a solution or an offer.
No. 3 – Watch Your Inner Narrator. Notice when your brain starts scripting sales ideas mid-conversation. When it does, gently redirect your attention back to the person’s story.
No. 4 – Use Reflective Language. Mirror back what the member is saying before you offer help. For example, "It sounds like you’re focused on savings for your kids right now.” This builds rapport and signals that you're truly listening.
This is how we differentiate ourselves from big banks. It’s how we live our mission – not just saying it.
So, I challenge you: have one conversation with a member this week that is all about opening up connection.
This is how we differentiate ourselves from big banks. It’s how we live our mission – not just saying it.
Every conversation is a chance to build trust. And trust doesn’t come from a pitch. When you lead with presence, performance follows. Let’s lead with it. And as always, remember: Ideas spark change, actions ignite them.