Instructor: Lorrie Wohlfeil
Your frontline team has more member interactions than anyone else in the credit union, making them one of your greatest opportunities for growth. This training is designed specifically for tellers, member service representatives, and call center staff who want to move beyond routine transactions and create more meaningful member conversations.
Participants will learn how to recognize trigger words, identify life events, and utilize member profile screens to uncover opportunities hidden within everyday interactions. Through practical techniques and real-world examples, staff will gain the confidence to ask the right questions, make relevant recommendations, and connect members with products and services that improve their financial well-being.
The result is a stronger member experience, increased referrals, improved cross-selling success, and a team that feels more comfortable turning ordinary conversations into opportunities to serve members better.
Key Learning Outcomes
✔ Improve communication and listening skills
✔ Identify opportunities through conversation
✔ Utilize member profile screens more effectively
✔ Increase referrals and cross-selling success
✔ Strengthen member loyalty and retention
✔ Create experiences that differentiate your credit union
This school is the frontline equivalent of the University of Lending – focused not on loan decisions, but on member engagement, relationship building, and uncovering opportunities through conversation.
Location:
Marriott Detroit/Southfield
27033 Northwestern Highway, Southfield, MI 48034
Corporate Room Rate: $152 through 8/1/26
Reservations: LINK TO FOLLOW
Tuition:
$995 per person
Cancelation Policy:
All cancellations must be received in writing and submitted via email to tbruce@rexcuadvice.com. Cancellations received more than 45-30 days prior to the event are subject to a 25% administrative fee of the conference total. No refunds will be granted for cancellations received on or after 30 days prior to the event. Substitutions are accepted prior to the start of the program and may be submitted via email. Please provide the event name, current participant name, and the new participant and email to tbruce@rexcuadvice.com.
DAY ONE
Creating Meaningful Member Connections
8:30 – 9:30
Why Members Choose Credit Unions
- Competing against banks and fintechs
- What today’s consumers expect
- The power of relationship-based service
9:30 – 10:45
The Art of the Conversation
- Moving beyond transactions
- Building rapport quickly
- Asking questions that uncover needs
11:00 – 12:00
Listening for Opportunity
- Identifying trigger words
- Recognizing life events
- Discovering financial needs members don’t directly express
12:00 – 1:00 – LUNCH
1:00 – 2:30
Using Member Profile Screens Effectively
- What information matters most
- Preparing for meaningful conversations
- Personalizing the member experience
2:45 – 4:00
Communication Skills That Build Trust
- Verbal and non-verbal communication
- Creating confidence and credibility
- Handling difficult conversations professionally
DAY TWO
Turning Service into Growth
8:30 – 10:00
Cross-Selling Without Selling
- Recommending solutions naturally
- Matching products to member needs
- Creating value-focused conversations
10:15 – 11:30
Call Center Excellence
- Phone skills that strengthen relationships
- Creating engagement without face-to-face interaction
- Managing call flow and member expectations
12:00 – 1:00 – LUNCH
1:00 – 2:00
Creating Exceptional Member Experiences
- The moments members remember
- Building loyalty through service
- Turning challenges into opportunities
2:15 – 3:15
Team Collaboration & Internal Referrals
- Eliminating silos
- Creating warm handoffs
- Strengthening teamwork between departments
3:15 – 4:00
Action Planning & Implementation
- Developing personal engagement goals
- Applying techniques immediately
- Creating a culture of member-focused service
©Lending Solutions Consulting Inc.