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Is your credit union placing enough emphasis on the value derived from business development activities? Tapping into existing relationships, from members to vendors, to nurture opportunities is often an overlooked activity. Doing it well means avoiding selling at your prospect. Instead, you must change your perspective, as you might be missing openings that will lead to greater value and spark member interest. Nothing happens until there’s a product that will create revenue for the credit union that a member also craves.

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