The cooperative structure isn’t broken, credit union thought processes are

first_imgREI chief executive Jerry Stritzke came under fire from his own employees during a Reddit Q&A last week, with salespeople saying they’d repeatedly been punished for failing to sell enough co-op memberships. Stritzke, who has been with REI for two years, said it was possible the company had lost sight of the “bigger picture” in the rush to increase membership. “We should have a ‘pull’ model (people want to join because they believe in our mission and they love the experience), not a ‘push’ model when it comes to the co-op,” he said.I’m pretty sure you could replace REI with the name of one of many credit unions, and Stritzke with the CEO name of one of many credit unions and you would have the same story. Before I continue, this is not a “bashing” of large credit unions or anyone in general. It’s a truth that has become accepted as part of the new “sales culture” in most every credit union.Yes credit unions have expenses that need to be paid and growth to be had for the sake of survival, but let’s learn from Jerry Stritzke and the dilemma plaguing REI right now. What changes can you make that people WANT to join your financial cooperative because they believe in your mission (do you even have a compelling mission) and the experience (is it transactional or experiential?) continue reading » 4SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img

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