Based on research into the area of financial service delivery it has become obvious that convenience and simplicity are the keys to success in the future as far as delivering financial services to consumers. This thesis discusses how this convenience and simplicity will be accomplished. It also covers the changes that need to be made and the financial impact on the institutions.

The purpose of this project is to gain a better understandng of the sales opportunities available to credit unions through business-to-business relationship selling. This cluster-based approach will focus on techniques and tactics to increase sales. The project differentiates the market by companies in Riverside and San Bernardino Counties, referred to as the Inland Empire. The project will reveal the benefits of instituting a territory based sales program similar to Arrowhead Credit Union's that encourages sales professionals to learn about their region's nuances. More importantly, it addresses the advantages of relationship selling over numbers based selling.