O RGANIC G ROWTH

Organic growth is the process of business expansion by increased output, customer base expansion, or new product development, as opposed to mergers and acquisitions, which is inorganic growth. Reference: en.wikipedia.org/wiki/Organic_growthen.wikipedia.org/wiki/Organic_growth

Organic Growth Barriers to cross-selling, cross- organization collaboration and account growth: Compensation is not aligned for people to focus on growing member relationships Lack of time or resources and tools available to staff Too many accounts spread too thin Pressure to focus on short term results versus long-term growth

1.Strategy 2.Research 3.Action Plan 4.Execution 5.Review

Strategy is about weighing your options and making the best net strategic trade off to achieve your goal. Execution is about aligning the right ownership and resources to deliver on your plan effectively and efficiently – Fannie Mae

How effective is your process to internally access & evaluate additional value you can bring to your members How effective are you in creating value in new innovated ways Why do members buy from you Why are they willing to pay what they pay What else would members be willing to buy from you and at what price So ask yourselves

Employees need to have expert sales knowledge. They must be able to speak fluently about: The competition The Credit Union Product and Service value The needs you solve and the difference it makes Employees need to have expert sales knowledge. They must be able to speak fluently about: The competition The Credit Union Product and Service value The needs you solve and the difference it makes

Relationship building approach Reintroducing ourselves as Relationship Account Managers Re-engage disengaged members Getting to know members personal aspirations, goals and dreams Offer free educational courses to members Offer member relationship management training to build staff skills and confidence in engaging members in deeper conversations Create member profiles that will capture key conversations and discoveries about existing members Utilize our outreach lists of members who are disengaged, don’t visit branches, prefer online services, singe service accounts Karen Murray Director of Retail Services & Solutions

Resources and References: 10 Steps for Growing Your Key Accounts – Rain Group 5 Keys to Maximizing Sales with Existing Accounts – Rain Group Five Creative Growth Strategy Concepts for Credit Unions – Fannie Mae Why Sales Training Fails – Rain Group Hitting a Home Run with Home Mortgages – CU Companies The Four Keys of Client Retention – Marquis Franklin Covey Research The Art of Small Talk – Membershopper/Constance Anderson Karen Murray, Director of Retail Sales & Solutions, 121 FCU