Think your credit union isn't responsible for sales? Think again - everyone's in sales, and here's the 7 ways you can have a winning culture.

1. Essential
Lessons
For Creating a Winning
Sales Culture
Kate Feather, EVP kate.feather@peoplemetrics.com @katefeather

2. WANT THE SLIDES?
info.peoplemetrics.com/CUES2015

5. PEOPLE HATE
SELLING.

6. PEOPLE
THINK THIS
IS WHAT
SELLING IS.

7. PEOPLE
THINK THIS
IS WHAT
SELLING IS.
SALES HAS CHANGED.

8. GONE ARE
THE DAYS OF
SLEAZY
SALESMEN
BECAUSE…

10. WE KNOW THIS
BECAUSE WE DID
RESEARCH ON IT.

11. of executives said the
customer experience delivered
by their bank/credit union has
improved in the past 12 months
Source: PeopleMetrics Most Engaging Customer Experiences Study

12. of customers said the
customer experience delivered
by their bank/credit union has
improved in the past 12 months
Source: PeopleMetrics Most Engaging Customer Experiences Study

13. TRUE or FALSE:
Customers ranked online and mobile
technology among their top three priorities
for improvement from their bank.

14. FUTURE IMPROVEMENT PRIORITIES
Ranked Importance
CUSTOMER
PRIORITIES
EXECUTIVE
PRIORITIES
PRODUCTS
ACTING ON FEEDBACK/ IMPROVE SERVICE
FIND AND KEEP TALENTED EMPLOYEES
CUSTOMER-FACING TECHNOLOGY (MOBILE, DIGITAL)
PUT CUSTOMER FIRST
VoC/ ASKING FOR FEEDBACK
INTERNAL TECHNOLOGY/ CUSTOMER-FACING PROCESSES
PHYSICAL BRANCHES
4 1
FALSE

15. Customers ranked “PUTTING CUSTOMER
FIRST” among their top three priorities for
improvement from their bank.

16. FUTURE IMPROVEMENT PRIORITIES
Ranked Importance
CUSTOMER
PRIORITIES
EXECUTIVE
PRIORITIES
PRODUCTS
ACTING ON FEEDBACK/ IMPROVE SERVICE
FIND AND KEEP TALENTED EMPLOYEES
CUSTOMER-FACING TECHNOLOGY (MOBILE, DIGITAL)
PUT CUSTOMER FIRST
VoC/ ASKING FOR FEEDBACK
INTERNAL TECHNOLOGY/ CUSTOMER-FACING PROCESSES
PHYSICAL BRANCHES
1
2
3
4
5
6
7
8
1
2
3
4
5
6
7
8

17. WE WANTED TO
FIND OUT WHAT
“PUTTING THE CUSTOMER FIRST”
MEANT FOR SALES.

18. So we did more research.
25%
17%
12%
12%
9%
8%
17%
Sectors Represented
1 2 3 4 5 6 7
1/3 had fewer than 100 employees
40% had 100-999 employees
1,000+ balance
72% were decision makers
2015 B2B
BUYER TRENDS

19. WE DISCOVERED THE
BEHAVIORS THAT MATTER
TO SALES THROUGH
MEMBER CENTRICITY.

21. Follow through in a thorough, accurate and timely manner, before and after meetings.

23. Do the required preparation work of the meeting by getting up to speed on the business.

25. Ask insightful questions and actively listen to understand the issues and challenges of a buyer.

27. Demonstrate an in-depth knowledge of solutions and services and are able to relate them to the buyer.

29. Provide value-added advice and guidance by adapting solutions, demonstrations, and materials to reflect the buyer.

31. Of participants
who report they
experienced extra
effort defined
extra this way:
Communication, personalization,
attitude, thoughtfulness.
51%

32. AND HOW, PRAY TELL,
DO YOU DO THAT?

33. Communication
Excellent follow-up. Listen to problems and need. Right amount of status updates. Availability.

34. Personalization
Right amount of personalized information and solutions.

35. Attitude
Welcoming. Interested. Want the business. Authentic. Personable. Candid.

36. Thoughtfulness
Took to lunch. Thank you card. Personal follow-up.

37. MEMBER CENTRICITY
IS THE NEW SALES.

38. AND UNDERSTANDING
IS WHERE YOU START.

42. Fanatical SupportTM
fuels growth
1 2 3 4 5 6 7
Net Revenue (in millions)
47% 18% 24% 31% 28% 15% 13%
Yearly growth %

44. IN A PRICE COMPETITIVE WORLD,
DIFFERENTIATING
WAS THE LAST LINE OF DEFENSE.

45. IN 2006, WE IDENTIFIED
ACCOUNTABILITY
AS THE KEY TO THEIR SUCCESS.

46. Email Alert
Generated to
Individual(s)
Responsible
Customer
Submits
Survey
Email Invitation
to Brief Online
Survey
Customer
Has Experience
Actions
Tracked Online
Action Is Taken
Data is Aggregated
and Analyzed
Take Action to
Improve Customer
Experience

48. Daily shift
meetings

51. 25pt
lift in engagement
16,000 fewer problems
30% increase in revenue
24% increase in worldwide locations

52. PUTTING THE
CUSTOMER FIRST,
LEADS TO MORE SALES.

53. WE’VE GOT THIS.

54. WE’VE GOT THIS.
Really?

56. of people ask their
network first,
before choosing the financial
institution to serve their business
banking needs.
80%

57. 80%
70%
59% 59% 53%
46% 44% 41%
Ask Network Visit Website View videos Download
content
Read blog Read leader
bios
Attend
webinar
Research on
LinkedIn

58. The proportion of
the total time spent
in the selection process that
involves activities other than
talking to a representative from
your credit union or bank.
46%

60. 2.
…and gives you an advantage
over others.
76% of new customers said someone they
knew recommended the chosen company.
Only 36% of rejected companies came
through with a recommendation.
3.
Value of interactions drives the decision.
61% of new customers rate the value of interactions with
employees from the chosen company as being of high value
compared to 17% for rejected company.
4.
Value in the sales experience connects with
strength of ongoing customer experience.
70% of those experiencing high value interactions become
customers who promote you to others.
1.
Positive word-of-mouth gets
you on the list…
78% seek recommendations from network
when beginning a search for a new
partner.

62. Anytime you’re tempted to upsell
someone else, stop what you’re doing
and up serve instead…
Dan Pink, To Sell is Human

63. Anytime you’re tempted to upsell
someone else, stop what you’re doing
and up serve instead…
Don’t try to increase what they can do
for you. Elevate what you
can do for them.
Dan Pink, To Sell is Human

64. THANK YOU! Q&A
Kate Feather, EVP
kate.feather@peoplemetrics.com
215.979.8037
@katefeather