Most credit union employees hate cross-selling. It feels sleazy. Pushy. Like you’re that person at the mall kiosk trying to sell hand lotion to everyone who walks by. So, staff avoid it, members don’t get the products they need and your credit union misses opportunities to genuinely help people. You might even cut it out of your credit union member experience training.
But if cross-selling feels sleazy…you’re doing it wrong.
Cross-selling isn’t about pushing products. It’s about solving problems. As Seth Godin says, “Don’t find customers for your products, find products for your customers.” And Jeffrey Gitomer nails it: “Great salespeople are relationship builders who provide value and help their customers win.”
When done right, cross-selling enhances the member experience. Here’s how to do it in a way that feels natural, helpful and genuinely member-focused.
Start With Why
Before you offer anything, understand your intent. Simon Sinek built an entire philosophy around starting with why…and it applies perfectly to cross-selling.
- Why are you mentioning this product?
- Is it because you have a quota to hit?
- Or is it because you genuinely believe this solution will improve the member’s financial life?
Members smell insincerity from a mile away. If you’re rattling off product features because you’re supposed to, they’ll shut down. But if you’re sharing a solution because you understand their situation and want to help, they’ll listen. The intent behind your cross-sell matters more than the script you use. Get the why right and the how becomes easier.
Cross-Sell Contextually
This is where most credit union member experience training misses the mark (pun intended). Employees are taught to offer products based on scripts or triggers. “If they open a checking account, mention the credit card.” That’s transactional thinking. Contextual cross-selling is relational. It’s about understanding the member’s actual needs.
A member comes in to deposit a check from selling their car. The wrong approach? “Hey, would you be interested in a new auto loan?” The right approach? “Congrats on selling your car! Are you planning to replace it, or are you going car-free for a while?” Let their answer guide what (if anything) you offer. Maybe they need a new auto loan. Maybe they need help setting up automatic transfers to savings. Maybe they don’t need anything at all right now.
What you offer, and whether you offer at all, should depend entirely on the member’s situation. Not every interaction needs a product pitch. Sometimes the best member experience is simply listening, helping with their immediate need and moving on.
Accept the Yes or No
How you respond to the member’s answer separates good cross-selling from terrible cross-selling. If a member says “no thanks” and you keep pushing, you just made the interaction uncomfortable. If you act disappointed or frustrated, you damaged the relationship.
Accepting the “no” gracefully is critical. “No problem! If you ever want to talk about it, just let us know.” That’s it. No guilt trip. No follow-up pitch. No making them feel bad for declining. The way you handle rejection directly impacts the member experience.
And when they say yes?
Don’t oversell. Don’t pile on three more products while you have their attention. And don’t ask “are you sure?” or make them doubt the decision. Get them what they need, make the process smooth and reinforce that you’re there to help with your credit union member experience training.
Cross-Selling Without the Sleaze
Cross-selling doesn’t have to feel gross. When it’s rooted in genuine care, delivered contextually and handled with grace regardless of the outcome, it becomes part of an exceptional member experience. It’s not about hitting quotas or pushing products. It’s about building relationships and helping members win.
So, stop avoiding cross-selling because it feels uncomfortable. Instead, reframe it. You’re not selling. You’re solving. And when your team understands that distinction, cross-selling stops being a dreaded task and starts being a natural part of serving members well.
That’s credit union member experience training done right. Book a free consultation with us today so your whole team can learn how to cross-sell (and serve people in general) with incredible care and attention.
