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Banks, credit unions and retailers have seen tough times of late. Specifically, bankers–and even some credit unions–are seeing a gloomy period ahead due to credit losses and the liquidity restraints due to the need for more loan-loss reserves. For businesses, much like consumers, liquidity is paramount to survival. Growing the balance sheet with low cost deposits will sustain an organization through this period, but credit unions lack the soft sales skills to matriculate a member encounter into a sale.

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