NAPLES, Fla. – Loan transactions can be a catalyst for developing member relationships, but this can't happen without a CU implementing a plan that often requires a change in employees' habits and a CU's sales culture, Gloria Green, a CUNA Mutual Group marketing specialist told attendees at a breakout session during CUNA's Lending Council Conference. In her session, "Want a Relationship? Turning a Loan Transaction into a Relationship: Understanding and Acting on Needs," Green said, "Developing member relationships isn't just about giving them what they ask for, it's providing them with what they need.We have an ability to listen and understand members' needs. But it takes a clear vision, not just directions, for a credit union to get there." Green said fulfilling members' expectations to be understood, to feel important and to be right, goes a long way toward turning the loan transaction into a long-term relationship. -

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