You could say Brett Wooden, business development manager atUnitus Community Credit Union, jump-started a credit union iPadmovement–and he'd be thrilled.

“The biggest challenges for business development are gettingmembers and educating consumers about the credit union as well,”said Wooden, an admitted Apple enthusiast. “So that is where iPadcame into play. Instead of heading back to a branch to finish up anapplication or ask members to follow-up with a branch visit, we cando it all there on the spot, creating this excitement about theexperience itself.”

The idea came when he met with a business client who did nothave time to come into the branch.

As he helped her open accounts, check savings and loan interestrates, and view the Unitus website and its new personal financetool, he realized it could be a great way to bring banking to thepeople.

Wooden has used his iPad for everything in the field and in theoffice, from taking notes, giving presentations and openingaccounts to taking surveys and even just showing it off. He saidthe iPad has helped drive the Portland, Ore.-based credit union'spromise of convenience while creating a positive memberexperience.

“We've got to adapt and meet the changing needs and expectationsof our members,” said Wooden. “That means going beyond thethousands of ways we can position the same old products to reallydelivering a unique, meaningful and valuable experience.”

The business development team has a goal of adding 1,032 newmembers in 2011. So far the team is 44% to goal with 459 newmembers at the end of April. According to Wooden, half of thosewere open on the iPad, averaging 3.05 products per member with agoal of 3.30.

According to Wooden, business development is sales and it's timefor credit unions to stop shying away from the term. In addition tohaving a force with the ability to sell, a mix of a positiveattitude, adaptability and technique are the keys to success inbusiness development.

“Credit union people are still resistant to the word 'sales,'”said Wooden. “The reality is that if you truly believe in yourcredit union and its products and services, then not recommendingproducts that could help someone become more financial stable isactually a disservice to your members.”

He said that shift in mentality to helping find the rightproduct that can help consumers save money makes a difference forthose who equate sales with pushy car salesmen.

Sales remain top of mind at Unitus Community CU. The businessdevelopment team meets every Monday morning for 45 minutes andWooden sits with each business development officer to discuss theirweekly activities report. The team uses a formula of 'activitytimes effectiveness equals results' to help ensure their time iswell spent.

“The goal is to have the perfect week which is three on-sites,five new members, and three decision maker meetings,” said Wooden.The team also gets together for one full day a month to reviewselling techniques and best practices.

He said a sales pitch addressing HR's pain points has been moreeffective than just listing products and services.

“Our job is 80% relationships, so we listen and use those painpoints they identified to let them know here's what we can do tohelp,” said Wooden. “Our mantra here has always been 'let yourquestions show your intelligence, not your answers.'”

He added that he would love to see every credit union have theirown in-house creative task force.

“We run the risk of having too much of a cookie cutter approach,when we could be innovating,” said Wooden. “If the whole financialindustry is viewed all the same, then we should be looking withinfor ways to make our own path. For example, at 3M staffers aregiven two hours once a week to just be creative, which can takewhatever form. Credit unions can use their size to be nimble andimplement new solutions to everyday challenges.”

Also on Wooden's credit union industry wish list: a CUSOdedicated to developing apps.

“I think credit unions are still being modest about what theyhave to offer especially to young professionals,” said Wooden. “I'msurprised more young professionals aren't lining up to work at acredit union. What I tell anyone who'll listen is that creditunions offer more opportunity to have a direct impact on whathappens in the organization and it's inspiring to me that you'renot limited by your field of expertise. There's always anopportunity to learn and volunteer for different projects.”

As for the iPad team, it has expanded toinclude four business development officers and two mortgagebusiness development officers. The entire Unitus Community CUleadership team and the board are currently testing outimplementing the iPad as well. Wooden still feels like he has stillonly scratched the surface of the tablet's potential.

“I think it's important to create unique solutions for yourSEGs' employees that address their current needs,” said Wooden. “Ifthe competition is doing it, stop now and do something else. Eachcredit union has its own unique selling prop, mine is that I canopen your account on my iPad. It gets the conversationstarted.”

For Wooden, a laptop just won't deliver the same experience,because of the difference in speed and the fact that the device canbe held in one hand, which creates a more personal interaction.

“I can open an account in 15 minutes, whereas with the laptopit's a lot of extra steps just to get you to the point to be ableto open the account from waiting for it to start up to getting thewireless card to work,” said Wooden. “In two seconds, with theCO-OP app I can show members who say they need more ATM locations,here are 50 right around us. One of my favorites are members whosay they belong to our credit union because they have a car loanwith us. My response is always 'well you're not using your fullmembership,' and that sparks their interest and a conversationabout what they're looking for.”

He added that the iPad itself generates interest and helpsreinforce the image that Unitus Community CU is a modern, hipfinancial institution.

“The last thing you want is to be labeled as 'your grandfather'sinstitution' by consumers. It's hard enough breaking through themisperceptions about credit unions. Whether they love it or hateit, the iPad is the sexy new gadget that people are talking aboutso there's a curiosity factor built in–sort of like a guaranteedice breaker,” said Wooden. “I've always been a huge Apple fan fromthe beginning so I'm biased but I think consumers want to be ableto do business with their financial institution their way and forus to make what's basically viewed as a chore easy and fun makes adifference. The idea is to engage people and to me that laptop isjust another barrier.”

Wooden has a voracious interest in social media, innovation, thelatest gadgets and apps.

“I'm constantly networking to learn more and I'm on Twitter,read a lot of blogs including the Crash Network blog and of courseCultofMac.com and 9 to 5 Mac.com,” said Wooden. “I also recentlygot this really cool Flipboard app that takes all my twitter feedsand makes it into a social media magazine. I think it's importantto expand your network beyond just credit unions. You never knowwhere you'll find inspiration and ideas.”