Cross-Selling
All financial institutions attempt to cross-sell; whether they know it or not. The direct mail sent to members invite a dialogue for cross-selling, that is if the member takes the initiative! What we address in this guide is the face-to-face process of cross-selling, and how to make those efforts more effective. There are too many competitors who market the same products and services to the same consumers with well-trained employees who have been motivated to cross sell. Some credit unions have been working on improving cross-selling over the past few years and are making progress. They might say they would like to do better. Others are still talking about the need to implement cross-selling and are trying to decide how to proceed. Nearly all will acknowledge that it has to be an integral part of the culture of the organization and it will be a major commitment of time and resources.
