Nick Brown, President, SalesCUNick Brown, President
Non-interest products like insurance, investment services, and wealth management are crucial for credit unions aiming to broaden their revenue sources amidst declining loan profitability. Yet, selling these products presents challenges, primarily because credit union sales teams often lack sufficient product knowledge and customer engagement skills.

Needless to say, training the sales team within a credit union is essential. Such training equips staff with specialized sales techniques to effectively promote and sell non-loan products, navigate regulatory complexities, engage members, and foster financial stability through diversified revenue streams.

SalesCU, a company specializing in training credit union sales teams, helps transform credit unions’ sales culture through online sales training, onsite workshops, and sales leadership strategy sessions. It addresses every challenge by offering customized sales training and leadership coaching specifically designed for credit unions. SalesCU also provides ready-made training programs that credit unions can implement immediately, helping them develop a stronger sales culture without requiring extensive internal resources.

“Credit unions recognize the need for credit union-specific sales training but often lack the capability to develop it internally. They turn to us for ready-made programs, and we certify their trainers through our Train the Trainer program,” says Nick Brown, President of SalesCU.

One of SalesCU’s services, the ‘Train the Trainer’ program, empowers credit union trainers specializing in providing training to enhance the skills and knowledge of credit union staff members. These trainers ensure employees can effectively serve members and operate within regulatory frameworks. The program enables trainers to independently facilitate workshops, saving costs while allowing customization of content tailored to specific member demographics and operational needs.

“One of the program’s key benefits is that instead of bringing in an external trainer, we train a trainer within the credit union, enhancing their industry understanding,” explains Tasha Sylvester, Marketing Manager at SalesCU.

The ‘Train the Trainer’ program ensures credit union trainers are certified and licensed to lead workshops using SalesCU’s curriculum. This enables credit unions to train their staff at their convenience using trainers who understand their organization’s culture and specific needs. Trainers undergo a rigorous certification process, gaining confidence in delivering effective workshops. Essentially, this program gives credit unions control over their training timelines and costs, ensuring uniform, high-quality instruction.

Smaller credit unions benefit from SalesCU’s affordable and flexible virtual training options, which are designed to accommodate scheduling constraints without disrupting daily operations. Employees can participate in sessions at their convenience, splitting them into manageable parts to maintain operational continuity.

Credit unions are recognizing the need for credit union-specific sales training but lack the capabilities to develop it internally. They reach out to us for ready-made programs, and we certify their trainers through the ‘Train the Trainer’ program

SalesCU’s impact is exemplified through its work with Rogue Credit Union, a large institution initially struggling to fully support members’ financial goals. By implementing SalesCU’s program and adopting the SURPASS framework, members achieved significant savings; for example, one member reduced their loan rate from 17.40 percent to under 7 percent, saving $162 monthly through a refinancing initiative.

Similarly, Bellwether Community Credit Union, a smaller institution, benefited from SalesCU’s non-threatening, incremental training. Tailored sessions for sales managers empowered staff to make small changes leading to notable sales successes and increased employee confidence, encouraging deeper member engagement. These principles became ingrained practices, enhancing individual performance and fostering a culture of continuous improvement and member-centric service. Both case studies demonstrate how SalesCU’s training effectively addresses the needs of credit unions, regardless of size.

SalesCU’s role extends beyond training to include a strategic framework guiding credit unions on addressing economic challenges and evolving member expectations. Designed training programs improve service delivery and operational efficiency, enabling credit unions to cultivate a sales culture aligned with member-focused values for long-term sustainability and growth.