Is "sales culture" a dirty word at your credit union? For many mission-driven organizations, the push for growth can feel at odds with the foundational philosophy of "people helping people." But what if a sales-focused mindset, when rooted in purpose, was the most powerful tool you had to advance your mission? 

Dismantle the myth that a sales culture is inherently bad and join us to explore how to lean into your not-for-profit status. You’ll learn how to harness a culture that doesn’t just sell products, but actively seeks to improve the financial lives of your members. Billy Cano will guide you through a paradigm shift—moving from reluctant selling to proactive service—that empowers your team, deepens member relationships, and turns your mission into a measurable growth strategy. 

In this session, you will learn to: 

• Reframe the concept of "sales" from a corporate tactic to a core component of member service and mission delivery 
• Inspire your staff with a positive mindset that directly connects their daily actions to the credit union's purpose 
• Align your brand's vision with a practical, authentic sales strategy that builds trust and loyalty 
• Cultivate a thriving culture that embraces growth as the primary means of helping more people in your community