Despite some credit union leaders’ aversion to sales, selling is a key part of business development, says Andre Taylor, consultant and author of the best-selling “Winning in Sales.”
He addressed the CUNA Marketing & Business Development Council Conference Thursday in San Antonio.
“There’s a built-in resistance to selling,” he says. “But there’s nothing wrong with it—it’s a fundamental part of what you do: relationship and account development. Sales is getting to know someone; looking for opportunities to serve that person and nurture that relationship.”
Business development means finding and aligning with members who will engage with you, finding growth partners, integrating with “ecosystems,” and defining creative client solutions and promoting their use, he says.
“The key to sustained competitive advantage will be our capacity to identify, understand, and adopt business development concepts, turn concepts into actions, and turn actions into results,” Taylor says.
Toward that end, he outlines seven “musts” of business development:
Bill Merrick is deputy editor of Credit Union Magazine. Follow him on Twitter via @CUMagazine.