CCUA Launches Sales & Service Training Program for Frontline Staff

Marlborough, MA – The Cooperative Credit Union Association's (CCUA) division, Cooperative Education, introduces Sales & Service Excellence: A Member-Centric Approach, a new professional development program designed specifically for credit union frontline staff, contact center teams, and member-facing employees.

Created by CCUA’s Vice President of Education & Operations, Aimee Morin, the signature program was developed in response to requests from member credit unions for practical, mission-driven sales and service training tailored specifically to the credit union movement. Sales & Service Excellence focuses on strengthening member conversations, building staff confidence, and creating exceptional member experiences while reinforcing the credit union difference.

Unlike traditional sales programs centered on scripts and quotas, Sales & Service Excellence is built around relationship-based service. The program equips participants with the skills to bring empathy, emotional intelligence, and authentic connection into every member interaction.

“Turn your order takers into opportunity makers” is the guiding philosophy behind the training, helping participants shift from pressure-driven selling to purpose-driven conversations focused on understanding member needs and building long-term trust.

“As one of the first and only league-based programs of its kind, Sales & Service Excellence was designed specifically for credit unions and the unique member relationships they cultivate every day,” said Ron McLean, CCUA President and CEO. “Professional development programs like this help strengthen staff confidence, deepen member engagement, and support the long-term success of credit unions and the communities they serve.”

The program addresses some of the most challenging aspects of member service and sales, including overcoming fears, handling objections, de-escalating difficult situations, and identifying opportunities to provide meaningful solutions. Participants will explore the psychology behind member decision-making while developing practical communication techniques rooted in active listening and empathy.

Training focus areas include:

• Understanding member journeys and what drives loyalty
• Asking better questions and active listening
• Identifying needs and presenting benefits, not features
• Overcoming objections and sales-related fears
• Emotional intelligence and handling upset members
• Role-specific content for contact center teams, tellers, and managers

The interactive program blends real-world scenarios, role-specific learning, and practical application to help employees build confidence and strengthen member relationships.

“We wanted to create a program that reflects the heart of the credit union movement,” said Aimee Morin, Vice President of Education & Operations and program facilitator. “This training is not about scripted sales tactics. It’s about helping staff feel confident having meaningful conversations, understanding member needs, and delivering service that creates trust and loyalty.”

Sales & Service Excellence: A Member-Centric Approach begins on select Tuesdays starting June 9, 2026, with flexible scheduling designed to accommodate frontline staffing demands. Participants may select the session dates that work best for them, and sessions do not need to be completed sequentially as long as all required coursework is completed within the calendar year.

The program includes dedicated learning tracks for sales and service representatives, contact center staff, and tellers, and is open to both CCUA member and non-member credit unions.

The program was piloted and tested with Bellwether Community Credit Union, helping shape the training experience through participant feedback and real-world frontline insights.

“We appreciate the opportunity to be involved with the first wave of the newly designed Sales & Service training,” said a program pilot participant from Bellwether Community Credit Union. “The program was engaging from every angle and provided a strong introduction to sales and service development for frontline staff.”

Morin brings extensive experience in credit union operations, education, leadership development, and member engagement to the training experience.

Collaboration opportunities with league system partners are welcomed as the program continues to grow.

For more information, answers to specific questions, or collaboration inquiries, contact Aimee Morin at amorin@ccua.org.