Viewing sales as a positive way to deliver meaningful, sometimes even life-changing value to the member relationship, Tatum has helped create an ever-evolving and employee-embraced sales culture at Pegasus Community CU. Since the new, sales- driven focus that began in 2012, the $217 million credit union's loan growth ratio has steadily grown over the years. According to the NCUA Financial Performance Report, as of Sept. 30, 2014, Pegasus Community CU's loan growth ratio was 70.97 compared to the peer average of 7.75.

"Every credit union is different but what works for us is making sure each staff member has the product knowledge, even if they aren't in the lending or retail areas," Tatum said. "We also focus on keeping the flow of communication going to not view sales as a negative but rather as something to be embraced. We took our time so that sales would be as easy to talk about as any other service we offer."

He discovered that often, a sales aversion was rooted in not being aware of or fully understanding product and service benefits. Recognizing an opportunity, the credit union developed an at-cost program for employees. As part of its benefit package all employees may purchase any back-end products at cost.

According to Tatum, the majority of staffers, particularly when purchasing a vehicle, have enjoyed the discounted product access. For those staffers still a bit reticent to sell, actually using the credit union products has helped bridge the disconnect and dispel any lingering doubts. Staffers could now share their own experience with members while providing valuable feedback to the Pegasus Community CU about how offerings could improve.

"We don't ask for the sale, but assume the sale every time. Our approach is to always find ways to say yes, even if we can't do something at that moment. Maybe a $20,000 loan isn't possible but we can offer a $10,000 loan. It's about striving to say yes and going the extra mile," he said. "When you really listen to members, identify their needs and do your best to find a solution, you're essentially requesting an opportunity to build on in the future."

Once employees have the mindset that opportunity exists in every interaction, it then becomes a matter of being present and having a willingness to actively look for it, Tatum added. He has done his best to lead by example.

"Title is just something on a business card," he said. "The impact you make on a member's life is greater sometimes than you think. Keep striving each day to make opportunities count and recognize that your time is already here."

He communicates with prospective members by phone, through texts and social media channels including Facebook, Google+, YouTube and Twitter. Over the years, Tatum has closed on loans that started as leads on the credit union's Facebook page and cultivated mutually beneficial relationships with local dealerships. Whether at coffee houses, taco shacks, burger joints or barber shops, to get the deal done, Tatum can be found meeting members anywhere it is most convenient for them.

Numbers are monitored daily and weekly focus meetings are held with employees to review goals, share success stories and address potential needs, Member feedback via surveys and online reviews at various touch points throughout the lending process or retail experience has also helped with accountability and providing improved service.

"Our motto here is, 'don't look at sales as a mountain to climb but rather a river to ride in,'" Tatum said. "Everyone in the organization should have that commitment to serving our members and offering engaging products to fit their needs. If you aren't offering them, ask yourself why? If you don't, the dealers and banks are eager to."

At the end of the day, the team at Pegasus Community CU has continued to remain attuned to its members' voices by being open to creating non-conventional avenues for them to connect and receive products and services.

"I know firsthand how empowered I feel when I'm allowed to run with an idea and see it through," Tatum said. "So is there room for improvement? Absolutely. Every day. It's what drives us to ask the tough questions about what makes us different, challenges us to overcome obstacles and develop our ability to be servant leaders."

He shared his biggest career ask was to have more input on the bigger picture at the credit union and helping to execute those initiatives.

"It has been and continues to be an amazing feeling knowing you make a difference and have a support structure that values and truly cares about your growth as a young professional," Tatum said. "My advice to peers is stay connected with others and be involved. Never pass up an opportunity to serve and inspire others to reach their full potential."