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Meeting Member Expectation Means Being the Expert and the Equal, Rendel Says
Wednesday, January 29, 2014 6:45 AM

As leaders in sales and service, Jeff Rendel, a certified speaking professional, says members expect their credit union to lead them into appropriate products and services for their unique circumstances.  Being an expert, as well as an equal, during each member interaction, Rendel says, is essential to providing value and meeting members’ expectations.

Rendel offers the following tips on being an expert:

  • Know your products and services – cold.  Comprehensive product familiarity means less time clarifying features and more time describing solutions.
  • Explain the precise benefit your member will receive.  If your credit union will save your member money, earn your member more money, or add convenience to their life, your member needs to know exactly how.
  • Give examples.  Utilize actual stories from your members regarding how your products add practical and noticeable value to their lives.
  • Make matter-of-fact recommendations.  While your member will make the ultimate decision, provide the leadership your member expects with a proposal that provides the greatest overall significance.   
  • Follow through.  When decisions necessitate more time or information, display your commitment to a lasting relationship with orderly follow through and support toward the next step in the sales and service process.

He offers the following tips on being an equal:

  • Be sincere and welcoming.  Introduce yourself by name and learn and use your member’s name.  Through CRM or the insight you have about a member, build a personal connection. 
  • Listen for the result your member wants to achieve.  Your member stopped by with specific intent; learn the reason for the visit and meet the explicit need before moving on to further business.
  • Be human.  You’re dealing with your member’s finances, be they notable, ordinary, or lackluster.  Demonstrate understanding, consideration, and discretion.
  • See the long-term value of a relationship.  Your members rely on you for the best advice.  An extension of follow through, your commitment to your members’ best interests is often a process that continues past an initial transaction.

“And don’t forget to thank your member,” suggests Rendel. “Your members have an array of choices for financial services and they selected your credit union.  Thank them for their choice and articulate your commitment to enriching the benefit they receive from the credit union they own.”