New CUNA OpSS Council White Paper Discusses Recipes for a Sales Culture

MADISON, WI (August 8, 2013) Although the viability and definition of what a sales culture means in the credit union movement continues to be debated, many credit unions are working toward a “sales-as-service” or needs-based sales environment.

A new white paper from the CUNA OpSS Council, “Recipes for a Sales Culture: How Credit Unions Blend Sales and Service” examines whether a sales culture is consistent with the credit union philosophy—in effect, whether there’s a difference between selling useful products and services to members and keeping their best interests at heart.

This white paper presents a variety of examples of how credit unions are structuring their frontline sales and service operations, implementing incentive pay and other rewards and recognition programs, and identifying sales goals and metrics.

CUNA Council members are eligible to receive complimentary copies of this, and over 300 other white papers; non-Council members may purchase white papers for $50 per copy.

The paper is available online in the white paper section of

Press may contact Natalie Sherry at for a copy of the white paper.

CUNA Operations Sales & Service (OpSS) Council
The CUNA OpSS Council is a member-led partnership of operations, sales, and service professionals dedicated to providing education, leadership, networking support, professional development tools, and expertise to its members in order to shape the enhancement of the role and diversity of operations in the credit union industry. The CUNA OpSS Council is one of the six organizations that make up the CUNA Councils, a network of more than 5,800 credit union professionals. For more information, visit or

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