Make storyselling part of your credit union marketing plans

A prospective member enters to apply for a loan or even open a share certificate. To do so, you must help open a membership for them. When asked if they would like to open a checking account or move their direct deposit to the credit union, the new member responds with a very quick, “NO.”

Sound familiar? It probably happens every day, but think about why that might be. What have members told you that could indicate why they were unwilling or unable to move their relationship to us? They are here opening a loan, share certificate, or any other financial product so it would make sense for them to use our other services as well. This is where storyselling can become a part of credit union marketing plans – by listening to their story.

Be curious. Train your team to ask why they aren’t interested in moving more of their relationship to your credit union. They’ll likely inform you of where they have their account now and even how long they’ve had accounts at that other credit union or bank. Naturally, we tend to try and sell our credit union to make us seem like the better option, but before you do that, stop and ask a few more questions!

Instead of asking them why they aren’t interested, ask them why they are at your credit union in the first place! Ask, “That’s great you’ve been with your other bank for so long, but if you have a great relationship with them, what brought you into our credit union today?”

 

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