This week, Mark welcomes Nicol Matthews, the principal behind Harvest Coaching & Consulting, to discuss how credit unions can drive sustainable growth in a competitive financial landscape. Credit unions can strengthen their market position by building a strong sales culture, developing effective leadership, and expanding business services. Nicol shares insights on how establishing a sales culture through consistent coaching, aligning leadership with a long-term vision, and growing business services—particularly deposits—can help credit unions enhance their impact, build stronger relationships, and ensure long-term stability.

IN THIS EPISODE:

• [3:28] Nicol shares her background and why she launched Harvest Coaching & Consulting
• [10:20] How credit unions should adopt a sales culture with goals and leadership to maximize growth
• [16:07] Nicol shares her thoughts on credit union leadership
• [21:44] Building business services and membership
• [28:09] Nicol shares the advantages of having a fractional executive

KEY TAKEAWAYS:

• Establishing a thriving sales culture within a credit union requires more than just launching a program. It involves setting clear goals, providing consistent coaching, and allowing gradual implementation over time. Leaders must create a foundation that aligns with the organization’s values and continuously build it, ensuring that empathy, integrity, and honesty are incorporated into the sales approach.
• Leadership development should be an ongoing process, not a one-time event. Whether someone is new to the C-suite or has been in the role for years, investing in executive leadership growth is key to fostering a positive organizational culture and long-term success. When needed, regular coaching, feedback, and external guidance can provide a fresh perspective and push leaders to improve.
• Credit unions can increase liquidity and grow their membership base by focusing on business services, especially deposits. Viewing business accounts not just as a line item but as a strategic growth area is essential. Implementing business deposit products and offering alternatives to banks can position credit unions as valuable resources for small businesses, ultimately driving growth in deposits and loans.

RESOURCE LINKS

Mark Ritter - Website

Mark Ritter - LinkedIn

Monday Morning Leadership - Book

Nicol Matthews - Email

Harvest Coaching & Consulting - Website

BIOGRAPHY:

After a long and successful executive career in building credit unions, Nicol Matthews is now the principal behind Harvest Coaching & Consulting. Nicol can be reached at nmatthews@harvestcoachconsult.com.