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This sponsored content article is provided to the credit union community for shared insights and knowledge from a recognized solutions provider in the industry. Please note that the views and opinions offered here do not reflect those of Callahan & Associates, and Callahan does not endorse vendors or the solutions they offer.

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October 4, 2004


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Anonymous

7/26/2012 04:12 PM

In the article, Ross asks the basic question I have been asking my staff for the past 20 years. Why would a prospective member close a banking relationship they have had for 20 years and bring that account to our credit union? If we can't answer that question to the member's satisfaction, we probably won't get the business. Unfortunately, many times the answer is that they probably woul;d not be better off with an account at the credit union. Paul Simkins, CEO, CORE CU

Anonymous

7/26/2012 04:12 PM

Great start the the key strategic question!!

Anonymous

7/26/2012 04:12 PM

Hi Ross. You say, every staff person in an organization should be able to communicate the organization's value proposition in 30 seconds or less? Fantastic concept. It's the mission statement equivalent to the "elevator pitch" for sales people...succinct, distilled to the absolute, persuasive truth & right on target.

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