Can You Hear Me Now? Ways to Engage Your Members in Meaningful Conversations

by Mark Arnold,  On the Mark Strategies

Rush, rush, rush. Everybody is always on the way somewhere, it seems, including your members. For the most part, they see a stop at your credit union as one more checkmark on an endless list of chores, tasks and honey-dos.

How can your credit union, and more specifically its sales staff, use what little member interaction time they have to score deeper and more meaningful conversations with its members? These precious moments can mean the difference between deeper relationships and increased cross sales and a withering affiliation that bears less fruit and, eventually, dies off altogether. Starting and maintaining two-way conversations that go beyond “How are you doing?” is a necessary skill for credit union sales and business development staff. And, really, isn’t everyone at your credit union, from the CEO down, a part of the sales and business development staff?

Not everyone is a natural conversationalist and, honestly, striking up a conversation with someone obviously on the go is terrifying to some. What, then, are a few valuable human interaction tips you can share with your staff to help them maximize their face-time with members?

• Work early to establish common ground with the member. You’ve got to find something that connects both people in the conversation. Observe what they’re wearing. Do you have a similar blouse or tie? Do you really like their shirt? If so, comment on it. Building a bridge of commonality early-on is an advantage for you. Also remember that every member with whom you speak is a real human being, with real joys and concerns of their own and therefore deserves your respect.
• Learn to move on when someone obviously isn’t having a good day or ready to talk. This is simply going to happen from time to time. Sometimes people are sincerely in a rush and the last thing they need is a lengthy conversation with their credit union teller. Others might be in a grumpy mood or might even be just as frightened to talk to you as you were to them. Identify these situations early, respect the member’s wishes and move on in a business-like manner.
• Remember that any conversation started could be the seed of future cross-sales. Not every talk, no matter how well it goes, will result in an on-the-spot cross-sell. What could happen, however, is the planting of a seed for future business with that member. They are more likely to recall your friendly voice, smile and genuine interest in their financial well-being and could act upon that positive memory at the next interaction.
• Watch for non-verbal cues from your conversation partner. People are generally more likely to give you non-verbal clues as to their readiness to talk (or not talk) as opposed to telling you. Are they fidgety? Do they keep checking their watch or looking at the exit? Are they making eye contact? Learn to pick-up on these cues and act accordingly. Keeping a member there past his or her interest timespan rarely results is meaningful interaction.
• It’s all about attitude. We’ve talked a lot about how members behave when they walk in your credit union, but what about you? Are you giving the proper cues, both verbal and non-verbal, that you’re there for them and ready to help in any way possible? Are they greeted as soon as they come through the door? By name, if possible? If there’s a line for whatever service they need that day, do you direct them to a comfortable waiting area and offer them water or coffee? If they have children in tow, do you have credit union stickers and coloring books ready to occupy them? Also, how is your attitude? Do you have a smile on your face and in your voice? Remember, every member that walks in the door represents an opportunity to get to know them better, service their financial needs and maybe even generate a valuable cross sale. At the very least, you can spark an ember in their minds for future exchanges.

There you have it; a few simple ways you can help coach your credit union sales and business development staff (which is everyone in your building) in the not-so-tricky art of meaningful member conversation. It all really goes back to the familiar “Golden Rule.” Treat others as you would like them to treat you.

Practice, keep at it and watch the fruits of your labor come to fruition in the form of deeper relationships and higher cross-sales ratios.