Don't be so quick to write off sales as a dirty word, said Sean McDonald, president of Your Full Potential and chairman of CUNA's marketing/business development council.
"Business development is a sales job," said McDonald. "It's not pressure selling but consultative selling and building relationships. At its heart is the art of building sustainable, meaningful relationships. In the communities you serve and in the business community it all starts and ends with building that relationship."
Since March, McDonald has been on a mission to stop the common misperception that business development and marketing are interchangeable terms with the launch of the Credit Union Business Development Academy.
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