LAS VEGAS — Credit unions that want to see their mortgage business grow sharply need to change their corporate cultures to allow that growth to take place, according to an expert in sales and sales management.

Consultant Jack Daly outlined the importance of culture to credit union mortgage executives attending the American Credit Union Management Association's 15th annual conference.

Pulling examples from different leading corporations, Daly made a case for credit unions to examine their corporate cultures to see if their employees love working for the CU, whether they feel empowered to make decisions for the members, if they are recognized for their achievements, and whether the CUs have the kinds of communication they need to succeed.

Daly shared a long list of techniques and suggestions for how to credit unions can build the sort of cultures that will lead to improved mortgage performance, including keeping attention on the important.

“Far too many organizations sacrifice the important in reaction to the urgent,” Daly said.  “Don't take your eyes off the very important things you need to do to get the culture right just to respond to the latest email or voice mail or question.”