Tapping Member Emotion: That's How Credit Unions Roll

I recently attended NAFCU’s Growth Conference in San Diego and the theme of the gathering wasn’t: “How do we sell more products to grow?” The unofficial theme that quickly percolated to the surface was: “How can credit unions improve the lives of consumers?” From there, you will get growth.

Nothing too earth shattering here. But the refreshing aspect was that this message was consistently delivered by credit union CEOs. Gone are the days of yore when sales speaks through wrinkled newspapers, crackling radios and tube TVs. Yes, selling is still involved ultimately, but not overtly. That isn’t how credit unions roll these days.

Don’t get me wrong; rates are great, but it seems every financial institution has great rates in this era of 0.00008% APR. Nearly everybody knows it, though. As a primary message, it’s become diluted. As a closer, it’s still needed. The great connector now is: How can we improve your life?