We constantly struggle with the concept of sales verses service. Most credit unions claim service as their primary role, while offering products to members, a la carte. We discuss terms such as PFI, ROA, ROI and wallet share in our Staff meetings, Board meetings and Strategic planning, constantly trying to foster our operational growth. When we offer these products and they are declined what have we achieved for the member? Have we done the member an injustice, unintentionally costing them money, or have we provided them their desired service? In the remainder of this post, I will attempt to expound on, and provide insight to that which will help you rethink both the sales environment and the service culture.
First, let's do away with the old adage "never the twain shall meet" because not only do they, but they should. We do both, sales and service every day, in one form or another. Some recognize these actions for what they are; some as separate components of the same effort; and lease we forget 'that's someone else's job'. Conversely, others have the "sales" down to a science; unfortunately, this group often forgets the service part of the of the process. While this is an issue, it's seldom looked at with caution because of the return. We are presented with a conundrum; to sell or to service.
The answer lies in the question. sales should be a product of the service. When we properly provide the service that our members desire, with their needs first, we will achieve the sales. Let me explain. Typically, a member comes to apply for a loan and that is what we do. We approve the loan and send them on their way, when there were two high interest bank cards sitting on the credit report. What part of service is that? Moreover, what sale did we miss out on by not providing this service. Likewise, a new member comes in to open an account and we go through the process to open the account and not bother to ask if they are satisfied with their current checking. Nor do we explain that we can help in converting them to ours, which most likely has better features and costs less. When we look at service through sales eyes, we will let the member down every time. However, if we start looking at sales through service eyes, we will not only have contributed to the bottom line, but have provided the member with the best service, while saving them money.
I think it prudent that we train product benefits and advantages instead of sales training. They say that a good salesperson can sell anything; I do not disagree. However, the difference is the sale of products usually is based on quotas, instead of product benefits. When done correctly, this effort makes the member's life easier and saves them time and money. Likewise, the correct effort contributes to a more sustained bottom line result. In doing so, our operation becomes a sales environment in a service culture.
Until next time...
~Tim
