6 Steps to Dump the Sale and Aim to Serve

Not many folks like to be sold to whether it’s in person, over the phone, or even the dreaded pop-up ad online. Even attempting to sell in the social media realm is mostly verboten (unless you’re subtle about it: See Navy Federal Credit Union’s Facebook and Twitter pages for examples). What people do like is to be helped, informed and entertained – and that’s key to selling in today’s increasingly savvy market: serving.

Unfortunately, many companies and individuals forget this generous, yet effective, formula. They almost get in your face and sell, sell, sell on how great their product or service is. Guess what? Your members don’t care. They only care about what’s in it for them. So help them out, build the trust, and then sell it to them.

In this article, we will discuss why serving is the new selling -- which ultimately positions your credit union as a trusted leader for continued business. A quick sales pitch may get a quick sale, but does it equal a successful future for the long haul? Probably not.

Today’s selling is all about helping, giving and answering to develop a deep, long-lasting relationship that’s built on a solid foundation of trust. That said, here are six ways your credit union can dump the sale and aim to serve.

1. User Case Study

There’s really nothing more powerful than a user success story or case study following the proven “problem-solution-results” recipe. Here you have an objective end user commenting on how your product or service saved their bacon. But they don’t stop at saying how great your product is; they provide reasons why – practical reasons with “before-and-after” results.

This is where the sell occurs. Their peers will be reading, watching, or listening to these stories and taking notes. Perhaps their current product isn’t meeting their needs or is antiquated and they are just starting their search for something new. Maybe they’re not searching at all, but your story prompts them to take action. The user case study can sell like no other.

Bonus advice: Provide contact info for that successful end user for peers (a.k.a. prospects) to call or email for follow ups (with permission, of course). Makes your story increasingly credible.

2. Answer a Trend

When your organization can remain on par with today’s trends (can you say “mobile”?), it says you’re not resting on your laurels. You’re active and pushing – and that’s what your audience wants to see. There’s a definite progressive cool factor involved with this constant movement, as well – which is really beneficial for your image and ultimately your bottom line.

There’s a reason why companies like Apple, Samsung, Nike, and Starbucks are successful. They are always pushing and people like to be part of that progression. It’s almost like the customers – especially the faithful ones – are a community and share in that experience. It’s infectious. Answering the trends and developing a positive group mentality sells quite well.

3. How To’s

Showing somebody how to do something “better than before” sells. It’s simple. For example, the Apple fan base is frothing at Apple’s payments technology: Apple Pay. The tech retailer arguably just provided a better mousetrap to something that’s been plaguing the process for years and that’s a huge selling point. And, best of all, you don’t need to sell it. Like Apple, you simply show it. Let the product do your talking.

In addition, give your audience advice, tips and tricks that will make their lives better. This tactic, again, builds a trusted, serving leadership position, which is so crucial in the selling process. Don’t sell this stuff short.

4. Presentations

On heels of how to’s are presentations. When you present at an event, you position your credit union as a leader. Followers don’t get to present; leaders do. So if there’s ever an opportunity to get up in front of people, do it. It’s a colossal trust builder with your audience, as well, that ultimately leads to the sell.

Presenting also provides an open platform to engage your audience, which, again, is huge. Any time this opportunity presents itself, it humanizes your brand; it puts a face on the logo. People relate better to people rather than a building or logo.

5. Get Personal

Yes, it’s time to get personal. No, we’re not going to brawl; we’re going to present the human side of your credit union. As previously stated, people relate better to people – not a logo or building. So have your CEO or company experts – especially if they have an outgoing, leadership type of personality – shine. Produce some quick and helpful informative, advice-type video podcasts or blogs.

The leaders of your organization are leaders for a reason. They have the experience, skill, and know-how to provide helpful, expert information that can benefit your audience. It’s a massive assist. It’s personal and it sells. Again, you’re serving your audience.

And while your presentation may be done at a specific time and place (that not all members can attend), afterward, share your slides on social media and your website for extra exposure. 

6. Member Service

Nothing sells like after the sale. Wait, what?

We’re talking about second-to-none member service. If you can back your products and services with top quality service (online, on social media, on the phone and in your branches), that’s an incredible opportunity to sell again and again. Providing this type of service only enhances the trust your audience has in your credit union. It fuels loyalty – which ultimately sells.

This service is the epitome of help, and it’s so obvious. But, unbelievably, so many companies today have less-than-appealing customer service (a.k.a. awful). Put an experienced, helpful, and patient human on that phone and you’ll sell again and again. It also breeds confidence in your customer base, knowing that you can effectively and positively support what you sell.

Bonus tip: Speaking of positive, have a positive outlook. Stop being so serious. People like organizations that have a bit of fun and display a positive image. Who doesn’t want to be part of that?

In closing, the hard sell is so ’70s. Consumers are increasingly savvy today and that type of selling is most often an epic turn-off. Helping people by providing them with free content – advice, case studies, how to’s, etc. – builds that all-important trust to sell later. So remember: serving equals selling for today’s success.

Mike Lawson, principal and founder of the PR/marketing firm DML Communications and the online CUbroadcast show, has two decades of journalism, public relations and marketing experience. His unique and robust knowledge allows him to meet the varied needs of editors, end-users and clients. Lawson's expertise enables him to enhance his clients' market exposure through media relations, social media tools, advertising efforts, target marketing strategies and more. He also speaks on PR, marketing and media issues to audiences nationwide.