SPOKANE, Wash.–Would your credit union consider telling a prospective member who is considering joining that the CU may not be for them?
One person suggested that could be the most effective thing a credit union does in order to focus on prospects who will become engaged, long-term relationship members.
Speaking to the Northwest Credit Union Association’s MAXX Conference, Kirk Drake, CEO of Ongoing Operations, said that often the “more polarizing” a message is often the more effective. Drake’s comments came as part of a larger presentation on building trust in a digital environment and better using data.
For example, he said a credit union might tell prospects, “If you have not shopped at a credit union or a co-op before, then we’re probably not for you.”
“You have to think in those terms,” he said. “You don’t want to try to convince the person who doesn’t value credit unions that you are the greatest thing.”
Drake advocated using blogs and other independent content to reinforce the credit union’s mission and trustworthiness, and then using that when contacted by a prospective member.
“Someone calls and wants to join. You say, ‘Great. Before you do so, I’m going to send you a blog. We didn’t even write it. And if you still want to join, we want you to do so.’”
Two things will happen following that discussion, said Drake: The prospective member either will not read it or will but won’t be interested.
“That’s OK, you will never going to convert them anyway,” he said. “But if they have read it and called back, they are going to join and going to use your credit union.”