A senior executive reported to a colleague that an employee whohad transferred to her department had displayed the credit unionmovement's motto of "People Helping People," going above and beyondthe member's expectation when handling a mistake in his checkbook.The member felt that the stellar service he received, only carryinga modest average monthly balance, proved that the credit unionemployees served their members passionately and possessed a greatdeal of knowledge.

That's exactly the point--it doesn't matter how modest or largethe balance, eventually all members need some type of financialplanning. Whether it's to work with an unexpected windfall, anearly retirement package, the sale of property or being pro-activeabout saving for their golden years, it is important to treateveryone you meet with dignity and respect. You never know whoknows your next boss, or who will be responsible for your nextsale.

You never know when the member you are helping today will needyour services in the trust or estate planning departments. If youremployees demonstrate a willingness to consistently go above andbeyond expectations for your members, your members will trust thatyour credit union can fulfill all of their financial needs large orsmall.

Key components of building relationships include havinginterpersonal skills, the ability to relate to people, discoveringpeople's interests and making people feel important. Relating toPeople

"What's in it for me?" Sound familiar? It is a popular themetoday. In order to effectively relate to people, you must have abasic understanding of human nature. When you know why people dothe things they do, and when you know how people will react undercertain conditions, then you can truly relate to people. In orderto understand people and human nature you have to recognize peoplefor what they are--not what you think they are or what you wantthem to be. People's Interests

That's simple, generally people are interested in themselves,not in you. Self-interest is not a negative trait--it is a greattrait. Your ability to perceive this in others will enable you todeal successfully with them. How many times have you spoken withsomeone who kept bringing the subject back around to what they werecomfortable discussing? Use this knowledge about people as a toolto identify the following: o What a member finds important. o Whatmotivates a member (recognition, rewards, money, etc.).

o Information about a member's hobbies or interests.

o If a member is having personal problems (i.e. going through adivorce, a child in college, taking care of small children or anelderly parent).

Everyone has a desire to be acknowledged or recognized forsomething. As you develop and build relationships, learning ways tomake people feel important is crucial. The more important you makepeople feel, the more favorably they will respond to you. Here aresome tips:

o Listening to someone is just about the best way to make themfeel important.

o Applaud and compliment someone when they deserve it.

o Use the person's name when you are talking to them--it reallyhelps the person feel good about you.

o If someone is waiting to see you, acknowledge the person. Ifthey have to wait, let them know you know that they arewaiting.

o Remember important events and dates (anniversaries, birthdays,graduations, hospital stays, births, deaths) acknowledge them withan appropriate comment, card or gift. Another key step in creatinggood relationships is to master the art of listening. There isprobably nothing that will help you as much as this will in yourlifetime. People like people who listen to them and seek them out.Not doing so can leave others feeling less important. A goodlistener always winds up far ahead of a good talker in people'saffections toward them. This is because a good listener alwaysallows people to hear their favorite speaker: themselves. Who toHire?

The select employee groups that need trust or estate planningare not limited. All people in all professions have a need forestate planning; anyone owning property or having income meets thecriteria. The types of individuals that should be hired to staff atrust/estate department should possess at least one or more of thefollowing attributes or skills:

o Strong people skills to win the trust of members;

o A NASD license or a solid background in estate planning;

o An understanding of legal documents associated with estateplanning; and

o Some knowledge of tax and legal consequences of each aspect ofestate planning

While all of the things mentioned are important: developing andmaintaining good relationships, providing excellent service andhiring the right people -the most important element is to alwayskeep the credit union movement's philosophy in mind, "PeopleHelping People" and execute that flawlessly.