Why Certification Matters

At SalesCU, we believe sales is service. Our certification programs help credit union professionals:

Master needs-based conversations

Elevate member experiences

Build lasting sales cultures

All while driving measurable growth. Each certification builds on the last, equipping teams with the skills, confidence, and leadership needed to turn everyday conversations into meaningful member relationships.

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Sales Specialist I

Foundation for Frontline Excellence

Gain essential skills in needs-based selling, communication, and gaining commitments using the SURPASS Sales Process. Perfect for tellers and contact center professionals who want to align member needs with the right financial solutions.

You’ll Learn:

A member-centric sales mindset that motivates service-driven selling
The SURPASS approach to move from order-taking to value creation
Skills to identify needs, match solutions, and communicate value clearly
Natural, member-centric conversations that lead to commitment and follow-through

Establish a strong foundation in needs-based sales.

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Sales Specialist II

Advanced Member Solutions Expertise

This next-level certification equips experienced front-line team members who open accounts and originate loans with advanced consultative sales processes and skills to intentionally expand relationships, uncover broader opportunities, and deepen primary financial partnerships with members.

You’ll learn how to:

Conduct structured member interviews
Manage difficult objections turning them into new business
Recapture loans, capture checking accounts and new deposits, sell assurance products
Strengthen long-term financial relationships through onboarding and follow-up

Transform sales conversations into lasting member partnerships.

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Sales Leader

Lead with Confidence, Coach for Results

Designed for managers and team leads, this certification develops the ability to coach, build development plans, and lead high-performing sales teams through cultural transformation.

You’ll learn how to:

Coach with impact using structured models
Manage performance with empathy and accountability
Drive a sustainable, member-first sales culture
Develop your team through personalized growth plans

Inspire and lead a thriving, service-driven sales culture.

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Certified Trainer

Train and Inspire from Within

Become the go-to expert within your credit union. Certified Trainers are authorized to deliver SalesCU’s Sales Fundamentals, Advanced Sales Skills, and Transformational Leadership workshops internally.

You’ll learn how to:

Lead the training workshops in the Credit Union Sales Intensive
Inspire and teach team members to sell
Integrate SalesCU curriculum into current operational training

Empower your organization through internal expertise.

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Master Trainer

Achieve SalesCU’s Highest Credential

The Master Certified Badge designates licensed trainers and organizations authorized to deliver the SalesCU Program, certify participants, and implement SalesCU frameworks across their own institutions or partner credit unions, leagues, and associations.

You’ll Recieve:

License to lead the SalesCU Workshops at client credit unions or through the league/association
Training on how to lead a credit union client through the SalesCU process
Marketing and Sales copy to promote and capture new clients