Selling is a key part of business development, despite some credit union leaders’ aversion to the process, says Andre Taylor, consultant and author of the best-selling book, “Winning in Sales.”

In fact, Taylor likens selling to art.

“I like to think of myself as an incurable professional improvement artist,” he says. “Selling is really a path to freedom and self-discovery. We’re all selling.”

Still, Taylor understands why many people don’t like sales. “The idea of selling causes some people to recoil. It exposes you, and there’s rejection. It’s one of those things where, if you don’t develop your skills, you fail.

“That said, when you’re successful at sales you can lift yourself emotionally and financially, and you can lift our organization," he says.

Taylor addressed the CUNA Marketing & Business Development Council Conference earlier this year.

In this CUNA News Podcast episode, Taylor describes his guiding philosophy to marketing and business development, how he continues to succeed at sales, and the best advice he’s ever received.

You can listen and subscribe to the CUNA News Podcast in Apple's iTunes Store, Google Play, and Stitcher Radio.