Sell the dream: Your products and services aren’t special

first_img 112SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Mark Arnold Mark Arnold is an acclaimed speaker, brand expert and strategic planner helping businesses such as credit unions and banks achieve their goals with strategic marketing insights and energized training. Mark … Web: www.markarnold.com Details I offer this as a friendly challenge: the products and services your credit union offers are probably not that remarkably different, better or more innovative than most of what your competition has.If you find that a little unsettling it’s probably a good thing. Retail operations (including credit unions) typically don’t adapt and evolve unless they find themselves in an uncomfortable position.The products and services you offer — checking accounts, loans, digital, etc. — are not bad. However, when you get right down to it, are the products and services you offer really all that different from the competition? Doubtful. Sure — every once in a while somebody will offer a new gizmo that is different and catches the consumer eye — for a while. Eventually, however, somebody else will appropriate the idea (a nice way of saying steal) and it’s no longer unique.Consumers come to your credit union not so much for the product or service. For example, they’re really not coming for an auto loan. What they’re coming for is the dream of driving the vehicle. They’re not really coming for a checking account. What they’re coming for is the ease and convenience of managing their financial livelihood to free up time so they can concentrate on things that mean more to them. Credit unions that focus on selling the dream rather than products are better positioned for success.To sell the dream your staff must re-learn what it has probably regarded for many years as the traditional “features and benefits” way of thinking. This feature-centric way of promoting products and services focuses on the features side. Features (think the bullet point list of things on your brochures or website that describe an account, for example) describe what a particular product offers. However, they are typically dry and boring and don’t speak to the dream. The benefits of a product, conversely, directly address the higher aspirations of a product or service (such as the examples above regarding checking accounts and car loans). When your staff approaches members with the idea of promoting benefits first, their likelihood of successfully achieving the sale rises dramatically.This type of paradigm-shift in thinking doesn’t come quickly or easily (especially for staff that have worked front-line positions with members for years). It requires a 180-degree shift from focusing on the nuts and bolts (features) of a product or service to the more member-centric dream (benefits) aspect. A dramatic shift in thinking and member interactions such as this doesn’t come about accidentally — rather, it happens with continuous, rigorous and regularly reinforced training as well as predefined expectations for employee success.Credit unions with an eye towards future growth welcome uncomfortable revelations such as this. Once you understand that it’s not the features of a product or service that attract a member but rather the benefits (and dreams) they offer, you can begin the pivot towards dream-centric member engagement.last_img read more

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NFL Week 10 Weather Updates: Cold, potential snow-rain mix for Panthers-Packers could impact fantasy start ’em, sit ’em calls

first_imgIt’s Week 10 and we’re getting to the turning point in the season when games can be more than just rainy and windy — they can also be cold and snowy. The only NFL game with any potential impact this week is in lovely Lambeau Field, and old man winter is making his first appearance of the season at the Panthers-Packers game. Will the inclement weather forecast be enough to impact fantasy start ’em, sit ’em decisions?Before we break down the Week 10 forecast, here’s a reminder that if you have any questions about sports weather or how weather could impact play (and, potentially, your fantasy, DFS, and gambling decisions), don’t hesitate to reach out on Twitter @KevinRothWx or check our hourly NFL weather forecasts on RotoGrinders. To take your game to the next level, subscribe to RotoGrinders’ exclusive WeatherEdge tool and see how different weather conditions have impacted historical scoring. WEEK 10 NON-PPR RANKINGSQuarterback | Running back | Wide receiver | Tight end | D/ST | KickerNFL Week 10 weather updatesPanthers @ Packers. Game-time temps in Green Bay will be right around freezing (32 degrees), with temps falling below freezing in the second half. The “frozen tundra of Lambeau Field” nickname will be well deserved, especially once you factor in a 10-15-mph sustained wind that will push the “feels-like” temp in to the teens. The good news is that the wind won’t be strong enough to impact throws and will only have a negligible impact on kicks, but the cold and breezy combo could cause for some minor issues. It’s also worth noting that any precipitation (potential snow/rain mix) would be light and likely falling before the game, so that won’t be an issue. Historically in similar weather games at Lambeau we’ve seen a five-percent decrease to scoring and passing yards and a five-percent increase to rushing yards (stats courtesy of RotoGrinders’ WeatherEdge tool). I don’t think that’s worth fading the passing game here, but it is a nudge in the direction of a “run-first” game script. UPDATE: Rams @ Steelers. There’s a slight chance of showers at some point in this game, but it’s not enough to affect fantasy decisions.WEEK 10 DFS LINEUPS:Y! cash | Y! GPP | DK cash | DK GPP | FD cash | FD GPPAs always, all forecasts are subject to change prior to kickoff. You can follow me on Twitter (@KevinRothWx), check out the hourly automated NFL weather forecasts on RotoGrinders, or take a look at WeatherEdge for updates. We’ve also added automated College Football Weather for those NCAA football fans looking for a little weather insight.last_img read more

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