7 Steps to Better Business Development (These Will Actually Work!)

Originally posted on CU Water Cooler

Let’s face facts – business development is one of the fastest growing trends in the credit union industry.  Credit unions are redefining the art of business development.  Some credit unions are doing a wonderful job.  Some credit unions are woefully behind.  But my guess is that the majority is in that “nexus” of realizing how important business development is but is not sure how to approach it.

Here are 7 steps that all credit unions can take right now to improve the business development function:

 

1. Understand what credit union business development is and what it isn’t. Credit union business development is an intense focus on building relationships with centers of influence within a cu’s service footprint.  CU business development isn’t simply showing up at a charity event to “get your name out there.”  CU business development is comprised of a skill set that includes sales and service, networking, public speaking, and outreach.  CU business development isn’t pressure-selling.  CU business development is important for all credit unions – whether community chartered or SEG-based.  CU business development isn’t just for SEG penetration anymore.
2. Perform an audit of your current membership. Many credit unions have MCIF platforms which allow credit unions to segment membership, identify trends, categorize savers and borrowers, and ascertain which members are either already profitable or on the cusp of profitability.  But MCIF systems are expensive and not every credit union has the means to afford one.  That’s OK!  Most core processing suppliers have report writing programs that will allow credit unions to determine the makeup of their membership base.  Credit unions should start developing more business among the existing members.  Once that is underway, more resources can be dedicated to acquiring new memberships and relationships.  It’s amazing that many credit unions do not use the data that is at their fingertips to develop business.  The research and data exist.  Use it!
3. Set realistic goals and measure progress.  Simple enough, right?  Business development goals need to be achievable and they also need to be flexible.  The marketplace is always changing so to have iron-clad, unchangeable business development goals is just silly.  Also remember to measure progress along the way and be willing and able to make adjustments to your plan.  “If you don’t measure it, you can’t manage it.”
4. Train your people! Business development requires a specific skill set on the part of the employees charged with its tasks. (See #1 above.)  Too many credit unions simply tell employees that their responsibilities now include business development.  But they don’t define the role adequately and they don’t provide any training or development programs to help their employees achieve success.  This has to stop.  It is crucial to teach and train.
5. Let your BD staff go out to the world and prosper! BD professionals should not be chained to a desk in an office.  They can’t do their job properly if they are not allowed the freedom to be out of the office to meet with people.  Sure, they should come in from time to time to “check-in.”  No one is suggesting that these staffers not be held accountable for their work.  But the best BD people shouldn’t be micro-managed or tied to a time clock.   Remember you should be looking for self-starters when hiring for business development.  They are already aware of the concepts of responsibility and accountability.  Finally (and this is very important…..) Please make sure that staff members who are found to be gossiping or grumbling that the “BD people don’t work” (because they are not in the office all the time) are put in their places right away.  Not everyone understands BD at its core.  But I have seen too many morale issues at credit unions that do not address gossip and grumbling on the part of staff members who don’t know what they are talking about.  Not every employee needs to work at a desk in an office.  That way of thinking is old and dangerous.
6. Don’t be afraid to “sell.”  Business development involves selling.  There’s no way around it.  Credit unions sell their services all day, every day to their existing members and potential members.  To deny this is foolish.  Enough said.
7. Get in the game!  The business development function should be an integral part of your credit union’s strategic plan.  BD needs to be involved in high-level discussions and planning.  BD touches all aspects of the organization from marketing to community outreach to product development to communications.  BD is not going away – it is getting stronger and more credit unions are embracing its significance to the overall success of the industry.

Let’s hear your success stories for business development!  Comment on this post and share your ideas.

Why Ben Franklin Would Have Made A GREAT Credit Union CEO

Benjamin Franklin was a lot of things – statesman, inventor, philanthropist, entrepreneur, and author (to name a few of his trades.)  He was instrumental in the founding of the United States and in building strong diplomatic ties with allies in the earliest days of our republic.  He was one of the most admired men of his time and his continues to be revered more than 200 years after his death.

And Ben Franklin, because of his attributes, work ethic, and determination would have also made one hell of a credit union CEO!  And all credit union professionals should endeavor to exhibit the same characteristics as those that make Franklin held in such high esteem.  Let’s break it down.

Statesman – Franklin was a masterful politician – he knew how to get people on his side and how to attract them to hid ideas.  Credit union professionals have to know how to be diplomatic and respectful in their dealings with their members.  Their aim must be to provide outstanding service but they must also have the ability to work with members who fall under the “difficult” category.  Not an easy task but it still must be done!

Inventor – Franklin invented many things that we still use today.  Credit union professionals need to continuously “invent” attractive products & services.  They need to keep up with the technological advances of the day and always have the best interests of the members in mind.  Credit unions must also have the courage to discard processes that are outdated or irrelevant and replace them with ones that lead to more growth.

Philanthropist – Ben Franklin was a tremendously wealthy man.  He was also known for his charitable work and for his focus on improving the lives of those around him. He once said, “He that is of the opinion money will do everything may well be suspected of doing everything for money.” Credit unions exist to help others, plain and simple.  Credit union professionals change lives.  Credit unions support their communities and perform works of charity.  And people notice.

Entrepreneur – Franklin was a self-starter.  He didn’t wait for opportunities to fall into his lap.  He created opportunities for himself.  Credit union professionals have to strive to do the same thing, i.e., realize that life is not akin to the movie, “Field of Dreams.”  Just because it’s built, doesn’t mean anyone will come.  Every successful businessperson will testify that among the skills needed to achieve great levels of achievement is the ability to recognize opportunities and TAKE ACTION that will benefit everyone involved.  CU professionals can’t be afraid to take calculated risks and look for opportunities.

Author – Ben Franklin was an educator and teacher.  He shared his insights with anyone who would listen (and in some cases, with people who didn’t want to listen but who needed to hear anyway!)   Credit unions must stress the importance of financial literacy and must become teachers to those who look to them for guidance.  A great teacher is one that lends a guiding hand, wisdom, and just the right amount of discipline.  Credit union professionals need to do the same.

I don’t know about you but if I was looking to hire a person to work at my credit union, I would want them to possess these qualities.  Too bad Franklin himself isn’t available.

 

Sales & Marketing Become Priorities in 2012

(Originally published on CUInsight.com – Feb. 3, 2012)

I recently read the “Insights into 2012” white paper that was published by Abound Resources.  The study deals with the insights and priorities of senior management at credit unions across the nation.  This is not a review of that paper; however, I wanted to take the opportunity to give my viewpoint on one aspect of the study.

I was pleased to see that 57% of CEO’s said that improving sales and marketing will be a top priority for them in 2012.   FINALLY!  As some of you may know, I have been a steadfast advocate for credit union sales, marketing, and business development for a while now.  Put simply – a credit union cannot and will not grow if there is no investment in its sales and marketing platforms.  Think about it – how can you expect to grow if you are not marketing your services to your members and potential members?  But there is a dangerous trend in our industry.  Namely, when budgets get tight, one of the first areas to be affected is marketing.  In most credit unions, marketing is usually one of the budget line items that has the highest numbers.  So, it’s easiest to just slash that number.

But as many credit union CEO’s are finding out (based on the survey result mentioned above) blindly cutting the marketing budget without taking into account the consequences that surely follow is not only dangerous but it’s also unwise.

A related area of major concern (that the white paper also points out) is the anti-sales culture that still exists in many credit unions.  There are still way too many credit unions and credit union employees that do not seem at all interested in selling anything in any way.  There are some credit unions that have implemented cross-selling programs but in order to get their employees onboard, they have had to come up with clever nicknames for their programs that do not include the word “sales” or any of its derivatives in any way.  I can imagine countless hours being spent in management meetings coming up with these clever names.  Imagine if those precious hours were spent on training and development instead of a silly endeavor to avoid calling the sales process what it is.

Perhaps the tide is changing.  Perhaps credit union senior management is warming up to the fact that selling and marketing are both critical components of a credit union’s strategic plan.  Perhaps they are realizing that buying expensive technology (mobile banking, MCIF, etc.) will not produce the desired results if the credit union’s employees are not properly trained, compensated, and motivated to sell and market those services. Perhaps they are beginning to see that cross-selling and aggressive marketing do not have to be intrusive or pushy in order to be effective.

I hope this renewed interest on the part of credit union senior management continues.  I hope that folks understand that marketing campaigns do not necessarily have to be expensive to be effective.  Finally, I am optimistic that small to mid-size credit unions understand that collaborative marketing does not have to be competitive.

 

 

 

Business Development – Not Just For SEGs Anymore!

Business development – is it the fastest growing trend in the credit union industry?  YES! More credit unions are realizing how critical it is to have a great business development program.  Those credit unions are investing more in business development training, staffing, and advocacy.

Business development used to be synonymous with SEG Development.  But with more credit unions switching to community charters, the business development function had to evolve as well.  My passion is business development.  It’s how I started in credit unions and continues to be a big focus for me.  Unfortunately though, I still hear folks say that community-chartered credit unions don’t need business development because SEGs aren’t their primary focus. WRONG!

Why is it wrong?  Because the same principles apply to both successful SEG Development and community outreach.  Here are some of those principles:

Building strong and beneficial relationships.  In SEG Development, it is important to have great relationships with the decision-makers and influencers at the company.  They won’t let you in if they don’t trust and like you.  Credit unions need to apply the same attention and desire to build strong relationships with “centers of influence” in their communities to achieve success.  Find out who the” movers and shakers” are within the community.  If they love you, they will tell others about you.  And people listen to the movers and shakers.

Showing support for what is important to them. For SEG Development, this may be participating in the company’s benefit fair or supporting a charity that is connected to the company.  In the community, this could entail taking part in various events that are sponsored by a city, town, or borough.  I know of credit unions that have a big presence in 4^th of July celebrations, town clean-up efforts, and holiday parades.  If your credit union is consistent in this regard, people will start to notice.  Keep in mind, however, that consistency is the key here.  Don’t expect the floodgates to open if you attend just one event.

Adding VALUE.  SEGs should be able to clearly define the value that your credit union provides.  That value proposition must go beyond low loan rates and high CD rates.  Consumers expect much more.  In a similar fashion, it takes considerable time and effort to demonstrate the value that a credit union can offer to the community it serves.  In some ways, community value propositions are more difficult to craft since the target audience is more diverse than that of a single company.  With SEGs, the company has hopefully already created the culture and ethic that resulted in success.  While developing strong value propositions differ for SEG development and community development, the fact remains that, no matter who credit unions serve, they must demonstrate value.

Develop business. Develop people.  That’s the way forward!

Finally, congratulations to my friend, James Robert Lay of PTP New Media who was named a “Trailblazer” by Credit Union Times.

3 MORE Steps to Getting Better Loan Results

A while back, one of this blog’s posts suggested 3 ways to improve lending at credit unions.  This is a continuation (sort of.)

Almost every credit union that I’ve spoken with recently has told me that while many aspects of their business have continued to improve over the past year or so, one area of struggle continues to be lending.  As you know, lending is critical to credit union asset growth and sustainability.

An article in yesterday’s Wall Street Journal entitled “Pickup in Lending Lifts Big Banks” states that banks are enjoying positive loan growth lately.  The title of the article, while definitely attention-grabbing, may lead the reader to believe that lending was up “across the board.”  However, upon reading the article I noticed that most of it dealt with the uptick that banks are seeing in commercial lending.  Many credit unions, of course, engage in business banking programs which include commercial lending products.  The good news is that if this article portrays an accurate assessment of commercial lending, the credit unions that have business banking platforms should benefit from businesses being more willing to borrow.

But I was left to wonder why the banks are not reporting increased loan numbers for consumer borrowing.   It could be that getting a consumer loan from a large bank is still akin to breaking into Ft. Knox.  It could be that large banks still don’t seem to want to serve the “little guy.”  Or it could be that large banks do not have the desire to engage the average consumer.  Now, before you think that I am talking “out of school” on this matter, remember that I came to credit unions after working for years for the big guys on the banking side.  I still remember my employee number!  That number was really our only means of identification.  But I digress.

So what can credit unions do to attract consumers to their loan offerings?  Well, I’ve said it before and I will continue to say it – credit unions should be atop the highest pedestal they can find and should be shouting as loud as they can that they are willing and able to lend money!  Credit unions cannot be subtle about this!

Letting people know is just one step to improving borrowing numbers.  Here are two others:

1. Talk to other credit unions that are posting great loan numbers.  One of the many advantages of working in the credit union industry is the spirit of collaboration that exists.  I don’t want to sound cliché but seriously, credit unions really are all in this together.  So tap into your fellow credit union advocates to share ideas, best-practices, and strategies.

2. Review your loan policies and practices.  It may be time for your credit union to take a fresh approach.  If you continue to see a decline in loan numbers, it could be that your policies are outdated, your strategies are ineffective, or your employees are no longer motivated because they feel restricted because of those very policies and strategies.

 Finally, take the opportunity to use the comment functionality below this post to start a discussion and get the ideas flowing.

Click here to read the WSJ article that I mentioned earlier.

 

Creating Member LOYALTY – Easy as 1, 2, 3

OK, it might not be as easy as the title of this post suggests.  But creating more member loyalty at your credit union can be accomplished if you work hard and implement programs and processes to help along the way.

The renowned sales coach Jeffrey Gitomer says, “customer satisfaction is worthless, customer loyalty is priceless.”  I agree wholeheartedly.  The reason is simple: satisfaction only lasts for a short while but loyalty can last a lifetime.

In order for your credit unions to grow and thrive, you must be able to not only satisfy your members but you have to make the lifelong fans.  Think about this example: I am an avid New York Yankees fan (I can hear the boos and hisses already!)  The Yankees can satisfy me with a big win, hitting a big milestone, etc.  But those moments of satisfaction come and go.  But I will be a lifelong fan of the Yankees because of the culture of excellence that has been instilled in the organization from the top down.  The late Yankees owner George Steinbrenner often said that when a baseball player puts on a Yankees uniform, he is, in effect, agreeing to adhere to the values and ethics of the organization.  These things have helped me (and millions of others) remain Yankees fans when they’re winning and losing.

So how can you create and maintain loyalty at your credit unions?  Here are 3 suggestions to get you started:

Implement a formal Cross-Selling Program - This is so important.  Cross-selling is not a deceptive or intrusive practice (if done properly.)  And credit union employees should not be afraid to cross-sell because doing so helps to build relationships with your members.  It’s all about engaging in dialogue and making your members feel valued.  Think about it – what member is going to say “no” to a credit card balance transfer if you can show them (with raw numbers) that you can save them hundreds or thousands of dollars in interest costs if they switch?

Have an intense focus on OUTSTANDING member service – There is no excuse for bad service – period.  Train employees on how to deliver outstanding service.  If they do it well, reward them.  If they don’t, re-train them.  If they still can’t seem to serve the members properly or don’t seem to care about doing so, well….

Become solution providers instead of product pushers – credit unions exist to provide viable and sound solutions to their members. There’s an old saying about becoming successful in business, “find a need, then fill it.”  That’s what credit unions have to keep doing for members.  Members need their credit unions, now more than ever.  The recent Bank Transfer Day was successful because credit unions across the country recognized that people needed an alternative to fee-hungry banks and they aggressively offered a solution to that particular dilemma.  So position your credit unions as solution providers.  If you do that, the product usage will take care of itself.

Now get to work!  Your members are waiting.

5 Ways to Make Meetings Matter

Happy New Year!

I enjoyed spending some “down-time” over the holidays but now it’s back to business!

I have always said that making New Year’s resolutions is usually a fruitless endeavor.  I believe that the primary reason for this is because when people make resolutions, they do not have an action plan to help keep them on track.  Simply put, setting resolutions or goals without a plan amounts to nothing more than wishing.

The same goes for credit unions.  It’s sad to say but it is my guess that countless hours of valuable time are wasted in meeting rooms because managers get together to talk. And all they do is talk.  They do not plan.  They do not leave the room with action steps to be implemented to help them achieve the goals that they just spent so much time talking about.

I’ve never been a big fan of meetings.  Let me clarify that – I don’t like having meetings or attending meetings just to “meet.”  I also don’t like meetings that do not have an agenda, a start time, and an end time.  Think about it – have you ever walked out of a meeting thinking, “what was the point of that?”  I bet you’re nodding right now.  That’s good.  Some organizations have decided that they “must” have a staff meeting or management meeting every week on a certain day at a certain time.  That’s fine – as long as there is new information discussed.  But if you have to work too hard to come up with things to talk about, you don’t need a meeting.

Now, every meeting you attend will not be akin to a Bruce Springsteen concert.  For the record, I’ve seen Bruce several times on a concert stage and have never walked out of a show thinking, “what was the point of that?”  Of course, it is a good idea for management to get together in the same room fro time to time to review where projects stand.  But “making progress” is never an acceptable answer in a meeting.  And simply going over what is currently in progress isn’t enough of a reason to take people away from actually working on those projects.  There has to be more to your meetings.

So, it’s time for credit unions to make meetings matter.  Here are 5 suggestions on how to do just that:

 

1. Send the agenda to attendees ahead of time.  Let people know what will be covered in the meeting.  EXPECT THEM to have reviewed it before they walk into the room.  During the meeting, it is OK to deviate from the agenda but never get so far off topic that items on the original agenda are not discussed.
2. Start the meeting on time.  Time is a valuable commodity that cannot be replicated.  Have respect for people’s time by starting the meeting at the time stated on the agenda.  If people are late, so be it.  Make a note of it and take appropriate action after the meeting.
3. End the meeting on time.  The end time is just as important as the start time.  No one likes long, drawn-out meetings.  And if you finish before the stated end-time, for goodness sake, do NOT hang on for the extra few minutes.  Let people go early.
4. Do not simply read handouts to the attendees. Not only is it a waste of time but it is also insulting to people’s intelligence.  Chances are if they are in the meeting to begin with, they can read all by themselves.
5. Do not leave the room without establishing action items and assigning responsibility.  If you cannot come up with action items to take going forward, you didn’t really need a meeting.  You may have needed to exchange e-mails or phone calls but you didn’t necessarily need to take people away from their offices and their teams.

So in summary, meetings should be used to plan and to talk about action.  Stop meeting just for the sake of meeting.  Your time would be better spent actually working on the projects that you want to “meet” about so much.