CUNA Sales & Service Culture Institute
April 19-21 • Denver, CO
CUNA World-Class Customer Service
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
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
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.
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
• Learn about advancing sales training and
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
Orientation • Evaluations
Explore the training, • Certifications
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:
sales culture in your • Connect your business drivers to create
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.”
Service Culture Institute Transitioning to a Sales Environment FEATURED SPEAKERS
is designed for CEOs, • Communicate your vision to staff
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.
“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.
Register Today! and choose Schools & Conferences.
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
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
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
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.
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.
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: email@example.com 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: firstname.lastname@example.org 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
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
and who they will be replacing. November 16, 2010 Tracking & NOW AVAILABLE
Measuring Your One-hour consultation
with Denny Graham on
Sales Success implementing webinar
Presented by components at your
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
SYSTEM OF TRAINING
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
help credit unions serve
members better and
increase bottom-line Your Organizational Focus
sales. Before After
Cross-sales ratios Profitable relationships
Creating Member Member satisfaction Member loyalty
to drive sales.
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
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 email@example.com. We’ll be
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.
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.
Learn how to set the
gold standard at your