Sales Training Institute Denver

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					2010 CUNA
   Sales &
  Service
           Training
 CUNA Sales & Service Culture Institute
   April 19-21 • Denver, CO

 CUNA World-Class Customer Service
 Executive Institute
   October 4-7 • Denver, CO

 CUNA’s Creating Member Loyalty   TM



 System of Training

 Learn how to
develop gold ribbon
  service to strengthen
 your bottom line.
  Sales culture is a
process of ongoing
    improvement.
    Whether you’re just starting or trying to
    ratchet your performance to the next level,
    you can increase the rate of change by
    auditing your existing practices. By
    keeping up-to-date on the latest training,
    you will outperform your counterparts
    who don’t.

    The five areas critical to the development
    of a sales culture:
    1 Executive leadership and vision
    2 Frontline activities and processes
    3 Human capital
    4 Performance metrics
    5 Top-notch service

    Credit unions genuinely serve local
    communities and have historically
    provided stellar service.
    Be rigorous in protecting your
    service advantage over larger
    competitors by using CUNA
    sales & service training.




                       Source:
                                                                            WEDNESDAY

                     CUNA Sales &                                           7:30-8:00 a.m.
                                                                              Networking Breakfast Provided


                    Service Culture                                         8:00-11:45 a.m.
                                                                            Transforming to a High Performance Sales Culture
                                                                            • Define compensation structures
                       Institute                                            • Simplify tracking using measurement and
                                                                              information systems
                                                                            • Learn about advancing sales training and
                                                                              coaching
April 19-21, 2010              MONDAY                                       Action Planning
Denver, CO                     7:30-8:00 a.m.                               • Establish an implementation plan
Tuition: $1,195                  Registration & Networking Breakfast
                                 Provided                                   11:45 a.m.-Noon
($1,295 after March 7, 2010)                                                Wrap-Up
                               8:00-8:15 a.m.
                                 Orientation                                • Evaluations
Explore the training,                                                       • Certifications
                               8:15-11:45 a.m.
strategizing, and              Critical Success Factors for a Value-        Schedule is subject to change.
                               Driven Sales Culture
coaching skills you’ll         • Understand the power of an aligned
need to strengthen               organization                               HOTEL INFORMATION




                                                                                                                                              RON RUHOFF FOR THE DENVER METRO
                               • Learn the relationship management          Grand Hyatt Denver
member relations and




                                                                                                                                              CONVENTION & VISITORS BUREAU
                                 model: Defining the member experience      1750 Welton Street
improve your bottom            • Discover the sales management process:     Denver, CO 80202
                                 Defining the employee experience           Phone: 303-295-1234
line. Discover how to                                                       Fax: 303-292-2472
                               Successfully Navigating Organizational
create a new, vigorous                                                      Reservations:
                               Change
                                                                            800-233-1234
sales culture in your          • Connect your business drivers to create
                                                                            Room rates:
                                 a service and sales culture
credit union — from                                                         $175 single/double*
                               • Discover the steps to implement
                                                                            Hotel Reservation Deadline: March 29, 2010
the front line to the            successful change
                               • Evaluate the gaps in your current sales    * Room rates and availability cannot be guaranteed. Rooms
back office!                     culture                                    may be sold out prior to this date, so make your hotel
                               • Define your role in the change process     reservations early! Room reservations and fees are the
                               11:45 a.m. -1:00 p.m.                        responsibility of the registrant. To claim this room rate, call
Who should attend?                                                          for reservations and reference "CUNA" or "Credit Union
                                 Networking Lunch Provided
The CUNA Sales &                                                            National Association.”
                               1:00-4:30 p.m.
Service Culture Institute      Transitioning to a Sales Environment         FEATURED SPEAKERS
is designed for CEOs,          • Communicate your vision to staff
                                                                            Angela Prestil
senior management,             • Re-define roles and expectations
                               • Evaluate organizational needs              Angela is director of sales culture development for
branch managers, and           • Explain measurement                        the Creating Member Loyalty™ System of Training
                               • Establish team goals and rewards           at the Credit Union National Association (CUNA).
those vested with the                                                       Her responsibilities include ensuring the successful
responsibility to              TUESDAY                                      implementation of the Creating Member Loyalty™
transform the service          7:30-8:00 a.m.                               program for more than 200 credit unions nation-
                                 Networking Breakfast Provided              wide, as well as managing the development and
culture of their credit                                                     design. Angela brings more than 20 years of
union.                         8:00-11:45 a.m.                              experience developing and delivering educational
                               Transitioning to a Sales Environment         programs and products to CUNA. Angela has
                               (continued)                                  conducted training around the country at League
                               • Train best practices for sales culture     meetings, CUNA schools, and CUNA webinars.
                                  success
  “I learned how to            • Coach one-on-one and examine               Carla Schrinner
  motivate my staff               sales meetings                            As master trainer for the Creating Member Loyalty™
                               • Communicate team progress                  System of Training at the Credit Union National
  and put sales                • Learn how to reward progress               Association (CUNA), Carla has coached, trained,
  into a different             • Evaluate overall achievements              and certified more than 350 credit union trainers.
  perspective that             11:45 a.m.-1:00 p.m.                         She's conducted participant training for credit
  is exciting,                   Lunch on Your Own                          unions both here in the U.S. and internationally in a
  motivating, and                                                           number of programs and designs and develops
                               1:00-4:30 p.m.                               custom training solutions for credit unions. Carla is
  most importantly,            Advancing Your Sales Culture                 also responsible for consulting with credit unions to
  a big key to                 • Add individual goals                       help implement and drive the training solutions in
  100% member                  • Elevate your coaching process              her role as implementation manager. She works
  satisfaction.”               • Publish progress reports                   regularly with credit union's senior teams to ensure
                               • Recognize individuals and team successes   that the programs effectively meet their business
  - Past Attendee              • Handle poor performance                    strategy.

                                             Visit training.cuna.org
 Register Today!                             and choose Schools & Conferences.
                                                                                WEDNESDAY
                                                                                7:30-8:30 a.m.
             CUNA World-Class                                                     Networking Breakfast Provided


             Customer Service                                                   8:30-11:30 a.m.
                                                                                Designing a World-Class Service Program
                                                                                for Your Credit Union
               Executive Institute                                              • Explore where great service begins
                                                                                • Learn the three steps in designing a world-class
                                                                                  service environment
                                 MONDAY                                         • Transition satisfied members into raving fans
                                 7:30-8:30 a.m.                                 • Discover the power of recognition and
October 4-7, 2010                  Registration & Networking Breakfast            celebration
Denver, CO                         Provided
Tuition: $1,595                                                                 11:30 a.m.-1:00 p.m.
($1,695 after August 20, 2010)   8:30-8:45 a.m.                                   Lunch on Your Own
                                   Welcome & Orientation
                                                                                1:00-4:30 p.m.
When was the last time           8:45-11:30 a.m.                                Don’t Manage – Coach for Service Excellence
you were “wowed” by              The State of Service in America                • Hire the smile – train the skills
a customer service               • Examine America’s current state of service   • Develop leaders and retain talent
experience? Is it hard           • Explore the financial impact of poor         • Discuss ways to measure employee service levels
to remember? Unlike                and great service
                                 • Identify three distinctions of a world-      THURSDAY
any other hotel, The               class company                                7:30-8:30 a.m.
Ritz offers exemplary                                                             Networking Breakfast Provided
customer service                 11:30 a.m.-1:00 p.m.
throughout its employee            Lunch on Your Own                            8:30-11:45 a.m.
                                                                                Create a Plan & Timeline
base, from the front                                                            • Identify how people support what they create
                                 1:00-4:30 p.m.
desk to housekeeping.            Learning From America’s Best Service           • Learn strategies for re-entry
Attendees at this                Providers
institute will explore           • Discuss what the best do differently         11:45 a.m.-Noon
The Ritz on-site and             • Commit to becoming a learning                Wrap-Up
                                   organization                                 • Evaluations
then apply the hotel’s                                                          • Certifications
                                 • Examine advertising vs. empowerment
award winning                    • Identify ways to create experiences —
philosophy to the credit           not just transactions                        Schedule is subject to change.
union environment.




                                                                                                                                                  CONVENTION & VISITORS BUREAU
                                                                                                                                                  STAN OBERT FOR DENVER METRO
                                 4:30-5:30 p.m.                                 HOTEL INFORMATION
                                   Welcome Reception                            The Ritz-Carlton, Denver
Who should attend?
The CUNA World-Class                                                            1881 Curtis Street
                                 TUESDAY                                        Denver, CO 80202
Customer Service                 7:30-8:30 a.m.                                 Phone: 303-312-3800
Executive Institute is             Networking Breakfast Provided                Fax: 303-312-3801
designed for credit union                                                       Reservations: 866-755-5798
                                 8:30 a.m.-3:00 p.m.                            Room rates: $235 single/double*
leaders at any level             Service Excellence: The Ritz-Carlton
working toward quality                                                          Hotel Reservation Deadline: September 2, 2010
                                 Strategy & House Tour
member service. Past             • Discover the Ritz-Carlton “gold              * Room rates and availability cannot be guaranteed. Rooms
participants have                  standards,” daily line-up, business          may be sold out prior to this date, so make your hotel
included presidents,               management model, and employee               reservations early! Room reservations and fees are the
                                   empowerment process                          responsibility of the registrant. To claim this room rate, call
CEOs, VPs of lending             • Learn how the Ritz-Carlton’s process         for reservations and reference "CUNA" or "Credit Union
and marketing, branch              builds customer loyalty                      National Association.”
managers, and executive          • Hear wow stories that make lifelong
management at credit               customers
                                 • Get a behind-the-scenes and front-of-        FEATURED SPEAKER
unions of all sizes.
                                   the-house tour of the Ritz-Carlton           Rick Olson
                                 • Gain incredible insights as you witness      Rick is one of the leading speakers in
“This was an excellent             the Ritz-Carlton staff in action             the credit union movement and has a
program! Our credit                                                             gift for bringing simple solutions to
union is ready and               11:30 a.m.-1:00 p.m.                           complex problems. Every year he
                                   Networking Lunch Provided                    speaks at 60-70 credit union events
willing to take our                                                             nationwide. Rick is the author of two
service level from               3:00 p.m.                                      highly acclaimed STAR modules on sales and
great to world-class             World-Class Service in Denver                  member service, and also wrote Unleash Your
and this conference              • Observe service standards at various         Greatness, in which he shares the keys to
has showed us how.”                Denver businesses                            becoming a person of impact. Rick’s speaking
                                 • Discuss strategies for applying world-       style is humorous, with lots of audience
• Past Attendee                    class Denver service at your credit union    participation.

                                               Visit training.cuna.org
 Register Today!                               and choose Schools & Conferences.
For More Information                                                             2010 Online Sales & Service
Visit: training.cuna.org                                                         Training At-A-Glance
Program Content:                                                                  SPRING
Call: 800-356-9655, ext. 4249                                                    CUNA Succeeding in Member Sales eSchool
E-mail: training@cuna.coop                                                       Presented by Angela Prestil, this eSchool will inspire
Registration Information:                                                        new sales people, rejuvenate veterans, and help
Call: 800-356-9655, ext. 4400                                                    non-sales professionals become an effective part
E-mail: reginfo@cuna.coop                                                        of the sales team.

Council Discount                                                                 May 5, 2010            Developing Outstanding
CUNA Council members receive $100 discount on
select schools and eSchools and a $50 discount on                                                       Member Service
webinars. To learn more about CUNA Councils, visit                               May 12, 2010           Inquiring & Listening for
cunacouncils.org.                                                                                       Member Needs
                                                                                 May 19, 2010           Linking Member Needs to
Continuing Professional Education                                                                       Credit Union Service
(CPE) Credits
CUNA is registered with the National                                             May 26, 2010           Closing Member Sales With
Association of State Boards of                                                                          Confidence
Accountancy (NASBA) as a sponsor of
continuing professional education on                                              SUMMER
the National Registry of CPE Sponsors.
State Boards of Accountancy have final                                           July 29, 2010          Critical Success Factors for a
authority on the acceptance of individual courses for CPE                                               Value-Drive Sales Culture
credit. Complaints regarding registered sponsors may be                                                 Presented by Carla Schrinner, this
addressed to the National Registry of CPE Sponsors, 150                                                 webinar will focus on the 3 critical
Fourth Avenue North, Suite 700, Nashville, TN 37219-                                                    success factors common to value-
2417. Web site: www.nasba.org.                                                                          driven organizations and how to
                                                                                                        differentiate your credit union
CPE Credits: You can earn 21 group-live CPE credit                                                      through effective sales and
hours for CUNA Sales & Service Culture Institute and                                                    service efforts.
25 group-live CPE credit hours for CUNA World-Class
Customer Service Executive Institute. No advance                                 August 19, 2010        Three Phases of Sales Culture
preparation or prerequisites are required. For more                                                     Development
information regarding administrative policies, such as                                                  Presented by Carla Schrinner, this
complaint and refund, please contact CUNA at 800-356-                                                   webinar will identify sales culture
9655, ext. 4249.                                                                                        development benefits, and you
                                                                                                        will hear practical ideas on how
Travel Arrangements                                                                                     to improve your results and
United Airlines is the “Official Airline” for the programs.                                             further advance your initiative.
To make reservations, visit www.united.com or call
United's Specialized Meetings Reservation Center at                                 FALL
(800) 521-4041. Please reference ID# 553SF.                                      November 9, 2010       Effective Incentives
                                                                                                        Presented by Denny Graham, this
Cancellations & Refunds                                                                                 webinar will review the basics of
Cancellations received in writing (via fax 608-231-4327)                                                incentive theory, examine how
seven or more days before the start of the program                                                      you can tie incentives to a
are eligible for a refund of the amount paid minus a                                                    compensation philosophy,
$200 administrative fee. No refunds will be granted if                                                  and identify common
cancellation is received six days or less before a program                                              incentive design options
begins. Substitutions are accepted anytime prior to the                                                 along with their strengths and
start of the program at no additional cost. Simply fax an                                               weaknesses.
updated registration form, listing the new participant




                                                                                                                           a
and who they will be replacing.                                                  November 16, 2010 Tracking &               NOW AVAILABLE
                                                                                                                             FOR PURCHASE!
                                                                                                   Measuring Your          One-hour consultation
                                                                                                                          with Denny Graham on
                                                                                                   Sales Success          implementing webinar
                                                                                                   Presented by            components at your
                                                                                                                               credit union!
                                                                                                   Denny Graham,
                                                                                                   this webinar will
                                                                                                   define appropriate tracking
                                                                                                   measures along with learning
                                                                                                   about balanced scorecards
                                                                                                   including what one can do to
  Experience Learning like never before with CUNA Center for Professional                          support an effective sales and
  Development. For more than 40 years, we’ve helped people reach their                             service culture at your credit union.
  personal and professional potential to maximize credit union performance.
  With training designed for credit unions by credit union people, our content
  is second to none and our business results help credit unions thrive. We       To register or learn more about these training options,
  deliver expert information, resources, and networking opportunities that       visit training.cuna.org and choose Webinars &
  inform and motivate staff and volunteers to deliver innovative ideas and
  exceptional strategies to your credit union. Guaranteed.                       eSchools.
     CREATING                                What You Can Expect
     MEMBER
     LOYALTY         TM
     SYSTEM OF TRAINING



                             TRANSFORMATION
Service has always been      Helping you create a new culture
the true differentiator
                             The days of waiting for a member to walk in or call are over. Competing
between credit unions        and thriving in today’s market requires anticipating members’ needs.
and other financial          When those needs are met, true loyalty is formed. Our training systems
institutions. Building on    and solutions will help initiate a complete transformation of your
                             employees and your organizational focus.
this distinctive strength,
the Creating Member          Your Employees
LoyaltyTM System of          Before                               After
Training is designed to      Order-takers                         Consultative service providers
                             Product-focused                      Member-focused
help credit unions serve
                             Reactive                             Proactive
members better and
increase bottom-line         Your Organizational Focus
sales.                       Before                              After
                             Cross-sales ratios                  Profitable relationships
Creating Member              Member satisfaction                 Member loyalty
                             Volume-driven                       Value-driven
LoyaltyTM uses
exceptional service
to drive sales.
                             RESULTS
                             A positive impact on your bottom line
It initiates a change
of both individual           Without tangible benchmarks, it’s impossible to evaluate the success of a
and organizational           training program. The Creating Member LoyaltyTM System of Training was
                             created to generate specific, measurable results so that you can see the
behavior throughout          positive effects on your bottom line.
your credit union,
helping you cultivate a      Take a look at the overall results reported and measured by one credit union.
sales culture that           At Start of Training                  20 Months Later
exceeds your                 30% Profitable Households             58% Profitable Households
members’ expectations.       2.96 Services Per Household           3.07 Services Per Households

More than just a single                                                                             TM
training session, the         How to bring Creating Member Loyalty
program includes training
and implementation
                              to your credit union
services, and provides        The first step is to contact us by visiting training.cuna.org/cml,
long-term staff               calling 800-456-0543, or e-mailing cml@cuna.com. We’ll be
development.
                              happy to answer your questions and show you how easy it is to
                              bring the training system to your credit union.
                                                          “We saw a 6% increase in check card penetration, an 11%
                                                          boost in online banking use, and an 18% increase in the
                                                          number of households with vehicle loans. Much of the
            How It Works                                  increase relates to the concept — reinforced by training —
                                                          that sales is service and service is sales.”
                                                          - Sonya McDonald, VP Sales & Business Development
                                                            Randolph-Brooks Federal Credit Union, Texas




THE SYSTEM                                                THE LEARNING DESIGN &
Three components designed to                              METHODOLOGY
transform your culture                                    From the classroom to the credit union
The Creating Member LoyaltyTM System of Training          Creating the essential techniques that make this
is segmented into three competency areas: Sales           program a success begins in the classroom.
Strategies, Sales Leadership, and Service Strategies.     Employees will observe and practice proven
Each competency area consists of multiple programs,       methodologies that deliver both service and sales
each containing a process overview, video model,          to members. They’ll work closely with a trainer and
and hands-on skill practice exercises. The system’s       their peers in simulating job-related situations,
flexibility enables you to tailor the training to your    incorporating performance feedback, and refining
specific needs, and allows your staff to put their new    skills.
skills into practice immediately.
                                                          Learners receive tools to transfer these techniques
Sales               Sales Leadership    Service           into their everyday performance. Managers receive
• Core              • Sales Leadership • Staff            training and tools to sharpen their skills and to
• Referral            Strategies        • Managers        continue staff development on the job.
• Advanced Sales    • Call Center:
• Call Center         Coaching
• Aisle Promoting   • Sales Accelerator                   THE IMPLEMENTATION
                                                          A customized, three-phase approach
Additional components allow you to build on the core
skill sets:                                               Achieving your credit union’s ambitious goals requires
                                                          a sound implementation strategy. The general
   Product Knowledge – A software-based training          program implementation process involves three
system that helps you construct profiles on each          phases, guided by your Creating Member LoyaltyTM
of your products and services. Once created, the          System consultant.
program helps you develop your staff’s ability to
communicate the value of the products and services        1 Planning
in a clear, consistent manner.                            A key stakeholders meeting begins the process, and
                                                          is followed by assessments and field research to help
   Selling to Small Businesses – A comprehensive          clarify the training focus. Support issues are then
system for creating opportunities with small              addressed, and the program’s roll-out strategy and
businesses, involving everything from prospecting         validation criteria are established.
to managing relationships.
                                                          2 Implementation
   Consulting and On-Site Implementation                  In this phase, internal credit union trainers are
Services – Our team of consultants are available to       certified. Internal marketing and communications
provide on-going support for your credit union —          plans are created and distributed, and a detailed
before, during, and after your training. Services         training schedule is developed. Baseline information
include organizational analysis for support of sales/     is gathered for ongoing evaluation, and training for
service culture, implementation planning, key             targeted groups is delivered.
stakeholders meeting facilitation, and much more.
                                                          3 Evaluation and Revision
   Trainer Certification – Your trainers attend a 5-day   The final phase ensures the quality of the program’s
certification session for an in-depth understanding of    delivery. An ongoing management review of the
the program content and skills. They also practice and    organization support is completed, and results are
receive coaching on facilitation skills necessary to      validated. An action plan for continued improvement
deliver these programs successfully.                      is developed and implemented.
         2010 CUNA
          Sales &
         Service
              Training
         Learn how to set the
           gold standard at your
                credit union.
          Visit training.cuna.org




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