WILLIAMSBURG, Va. (9/22/08)--Credit unions converting to a sales and service culture need to “drop the ego,” according to Jim Santiago, vice president of operations at Orlando (Fla.) FCU. “Converting your credit union to a sales and service culture is not about what ‘YOU’ did, it’s about creating what is good for the member, team member and credit union,” he told attendees of the CUNA Operations, Sales and Service (OpSS) Council Conference in Williamsburg, Va., last week. “Leave your ego at the door.” The conference ended Saturday. Credit unions should ensure that their processes don’t offer the member the same product or service every time they walk in. They should offer a combination of products--such as deposit products, convenience products and loan products. Tracking product sales and team member sales by product and service mix is also important, he noted. Providing incentives for credit union employees to see products and services is key. Credit unions should provide product education and information sheets, evaluate and update procedures, train and coach staff. Santiago encouraged credit unions to bridge the gap between the internal service of a credit union--the front and back offices--with external service. Branch managers also should monitor sales daily or weekly, and remember that development coaching is not process coaching. Santiago also suggested that credit unions review and change incentive plans, and recognize staff members’ accomplishments.