From “The New Strategic Selling” by Stephen E. Heiman
One of the biggest mistakes I observe is the lack of communication at credit unions. When management starts a cross sales culture they tell the employees to “sell.” Unfortunately, employees interpret this to mean, “I guess I must sell to everyone.” This is where the failure to communicate begins. There are several things that need to be done to clarify this situation.
1) Identify your process. Train employees on how they should sell. What is the process you want them to learn and practice?
2) Let them know we are not standing on a street corner in Tijuana, Mexico.
3) We listen first, serve the members basic needs, and then listen again for sales opportunities. I call it listening twice. Listen the first time for service, the second time for opportunities. Listen twice, listen often.
No one wants the credit union to be like a street corner in Tijuana, Mexico.
Let me explain, a few years back we went to San Diego for vacation with my family. So we decided to venture across the border to visit Tijuana, Mexico for an afternoon. Tijuana is an interesting place, and the street vendors are ferocious. One man approached me with a necklace. I love my wife, and I love buying her trinkets for her when I travel. He offered me a necklace, my wife was walking ahead with my children, I wasn’t doing a good job keeping up with the family. I was window-shopping intently. So a street vendor offered me a necklace for my beautiful wife. I mustered the courage to say ‘no thanks.’ Needless to say he followed me for the next 4 blocks. Off and on he would continue to make his pitch. I would cross with street he would cross the street and follow me. Yes, a little creepy, and just this side of stalking. Finally after 4 blocks I thought, ‘buy it and get rid of him.’ The price had declined by over 300%, and I bought it. He was charming, persistent, and just this side of creepy, but I bought the necklace. He probably sold it for more than he really wanted in the first place. The price dropped by 300% and I still feel like I was taken. Go figure? But there is one thing I will never forget, I never wanted to do that again. I don’t want to be chased down 4 blocks in Tijuana, Mexico by a street vendor. Did my wife like the necklace? Not really, she saw what happened, it was not the kind of memory she wanted when presented with a gift. Go figure? What did I gain? Not much other than a story for a blog years later.
Be careful when you start the service selling process that you don’t become a street vendor from Tijuana, Mexico. Communicate with your employees; tell them ‘this is not what we are looking for from you.’ Don’t let the first steps of a service selling culture be a long walk in Tijuana, Mexico.
Have you ever seen a credit union act like a street vendor from Tijuana, Mexico? What is your view of the cross selling cultures at credit unions?
email me for a free copy of a white paper "How to Create a Service Selling Culture" roryrowland@yahoo.com