LAKELAND, Fla.-Members walking into the Lakeland branch of Florida Central CU last month occasionally saw Branch Manager Bill Dodd sitting on a motorcycle in the middle of the lobby.
That's something different than what most people experience when they walk into a financial institution, and a key reason why the Lakeland office has moved up from the eighth spot-in terms of production among Florida Central's branches-to the top spot since Dodd took over. "Our branch used to sign up 15 to 20 new members a month, now we do 50 to 60."
But it's not about creating a spectacle that's driving the Lakeland office's success-it's being creative in a number of ways to promote the branch in a competitive marketplace. Dodd makes sure he gets out into the community each month, meeting with local businesses-especially auto and recreational vehicle dealers as well as realtors-to build close ties. Dodd will run car sales in the CU's lot for a dealer, and will showcase things like motorcycles in the lobby-in July it was a jet ski. "You have to think out of the box," Dodd said.
The unique lobby displays also make members think about loans. "It lets them see the item, touch it, think about owning it and reminds them we make loans," Dodd explained.
The local market, a suburb of Tampa and Orlando, is growing, said Dodd, and the standalone Lakeland branch has good exposure, located on a busy highway. Dodd joined Florida Central over a year ago and has only worked in the credit union industry; the last 10 years as a branch manager. Dodd thinks that is an advantage.
"It hurts you if you come to a credit union with a banking background, since banks are very high-pressure sales and you have to hit goals or you could lose your job," he said. "At the credit union, as we know, it is much different. We have goals and we hit them, but it's not high pressure and that, I think, makes all the difference in member service, which we are rated highly on. Members often tell us they love to come to us instead of the bank because they no longer feel like a number."
The most important step a manger can take in running a branch may seem simple, added Dodd. "I make sure I come to work each day with a positive attitude. You can make the choice to be positive or negative, and it is not always easy to be positive, but managers have to. I believe people do not leave a company, they leave a supervisor. You can build the best company in the world, but if your managers are poor, you will lose good employees."
Dodd also does not overlook the small rewards a manager can easily give to his team. Besides always recognizing employees for their accomplishments, he will buy the team milkshakes after a really tough day or run small cash contests. "These little things really add up and give you very positive employees," Dodd said.
Not Just A Philosophy
Being unique is not just a philosophy adhered to by Dodd, the $325-million, Tampa-based Florida Central asks each branch team to develop its own mission statement. "It's developed by the staff, which makes it that much easier for them to follow," said Dodd. "Ours is to 'wow members when they walk in door.' We know we are on stage for the first time in an opening act, and we want to knock their socks off."
