During my 3 years with a Houston based, Indirect lending CUSO, we heard this a lot... "These people are impossible to convert to members!" (and not always in such nice terms)
But one (extra large) credit union has figured it out, and you don't have to be huge to implement some of their tactics. (you can see a power point presentation of their system with this link--slide 34- 60)
Here is the essence of the Indirect cross-sell program from Mountain America Credit Union:
1. There is a huge difference between a inbound and outbound mindset. This is an outbound task! In other words...proactive!
2. Offer something to help them (preferrably having to do with their new/used auto) before ever pitching any financial products. (Mountain America's first mailing is a coupon book for auto maintenance with non-sales copy that is warm and fuzzy---then they follow up with a call)
3. First call is 1) did you receive our coupon book 2) thank you for the auto loan 3)verifying that the paperwork is complete 4) BY THE WAY...
When we investigated the indirect follow up approah for the majority of the credit unions in our Indirect CUSO, we found that most of them were not doing any of the three things at all...much less "well"!
Most were sending an initial mailing positioning their products and their first call, if any, was a brief welcome followed by a product pitch.
That's why my newest adventure is working with a company that offers a very inexpensive, turn-key, Indirect cross-sell system that packages car maintenance and travel discounts discounts(adding value to the car loan).
myEZCarCare also does the first mailing for the credit union.
More about this later...