4 Smart Sales Approaches

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1 4 Smart Sales Approaches TO SELL MORE MEMBERSHIPS weblinkinternational.com

2 TABLE OF CONTENTS WELCOME SMART APPROACH 1 «Know Your Members SMART APPROACH 2 «Know Your Customers Customers SMART APPROACH 3 «Sell What They Need SMART APPROACH 4 «Reveal ROI WEBLINK «About Weblink

3 Welcome MAKING THE MOST OF YOUR SALES EFFORTS It s no secret that the younger generations X and Y are not joiners, and the generation notorious for joining associations the Baby Boomers are now retiring. The bottom line is that member- based organizations must work harder than ever to obtain and retain members. But how? Recognizing the need for a change in sales tactics, Buzz Builder gathered 20 Shocking Sales Stats That Will Change How You Sell. The statistics from various sources contain helpful hints such as: Thursday is the best day to prospect. Wednesday is the second best day. Tuesday is the worst day. In 2007 it took an average of 3.68 cold call attempts to reach a prospect. Today it takes 8 attempts.»» The best time to cold call is 4:00-5:00 pm. The second best time is 8:00-10 am. The worst times are 11:00 am and 2:00 pm. Aside from knowing when and how often to contact prospects, it s important to approach your membership sales with intention and purpose. With limited time and resources, associations must be efficient with their member and prospect interactions. To make the most of your sales time and efforts, we suggest four sales approaches to help you gain and retain members. Let s get started! Welcome 3

4 SMART APPROACH 1 «Know Your Members Finding prospects to join your association is similar to matchmaking. Individuals decide if your organization is right for them for a variety of reasons. To understand your prospective members needs, segment and analyze your current membership base. The smart approach to find your match involves profiling individuals and organizations, analyzing trends in the segments and adjusting your sales and marketing plans according to your findings. BUILD YOUR PROFILES Determine individual demographics that are important to your organization. They may include, but are not limited to the individual s age, gender, marital status, work experience, income level, education level, certifications, geographic location and ethnicity. Pull reports based on your pre-determined segments to see what kind of individuals you are attracting most. Determine the key demographics of your member organizations. These may include geographic areas served, industry, revenue, ownership structure, IRS status, C status, number of employees and details about their customer base. As you did with individual member profiles, look for areas of concentration to determine what kind of organizations and organization structures that you appeal to most. Know Your Members 4

5 SMART APPROACH 1 «Know Your Members Be inclusive. When you are building profiles, segment and track information about your prospects in the same manner that you track your members. This will help you categorize prospects in order to properly segment your communications according to their preferences. Start as soon as possible. If you haven t been tracking the all the necessary information, begin collecting the data by providing all new members with a simple way to select key demographics on their membership application. Record activity. Instruct staff to record all key information as it is discovered and validated through the course of regular member relations activities. To enhance the quality of your data, consider incorporating some optional key demographic questions into your member surveys. Maintain your database. Whether you use a simple spreadsheet or an association management software (AMS) for your member management, maintain records containing key demographics in one central location. This will make segmenting your audience easier and ensure you are communicating appropriately with all your members and prospects. Monitor interactions. Record how your members engage with you. Note the type of events they attend and which of your benefits they use most. Their interactions with you will tell you a lot about their preferences and eliminate the need for you to ask them extra questions. Know Your Members 5

6 SMART APPROACH 1 «Know Your Members ANALYZE PROFILES Be a matchmaker. List all your benefits and the types of members you have. Match which benefits appeal to which member types. Use this information to segment your prospects, and look for areas where you can improve your engagement with current members. Small Business Big Business Governments Non- Profit Individual Payer Individual Nonpayer Services Providers Networking X X X X X X X Advocacy X X X X Access X X X X Discounts X X X Education X X X X X Employees X X X Visibility X X X Certification X X X X X Credentialing X X X X Jobs X X Identify trends. In the example below, this member-based organization segments its members by number of employees to look for membership trends. The largest percentage of dues are paid by companies with zero employees. The next highest percentage of dues comes from companies with 10 to 25 employees, and a very small percentage comes from companies with more than 200 employees. From this data, the association may determine that companies with 10 to 25 employees are the ideal prospects. Check current engagement. Pull a member report to find out how your revenue is segmented. Compare non-dues against dues revenue. Your prospects will most likely engage with you in the same manner as members. With this report, you can focus sales and marketing efforts for optimum engagement. Know Your Members 6

7 SMART APPROACH 2 «Know Your Customers Customers Knowing your customers customer gives you deeper insight into your members and prospects needs. Associations add value to a membership by being able to help their members help themselves. Knowing who your members serve and how they serve them is a smart approach that gives you insight into how you may benefit both your members and their customers. IDENTIFYING WHAT S IMPORTANT Think broadly. Most likely, your association has both individual members and organizational members. You will want to determine who your members serve, what their customers like, want and need, and how you can help your members better serve these customers. INDIVIDUAL MEMBERS Individuals typically serve internal customers themselves and their employers. They are often interested in self-improvement opportunities to better their job performance and to attain upward mobility within their organization. They also may use the acquired skills to obtain a position in another organization. Individual members seek advocacy from the association. They need an advocate who protects their industry in order to maintain their customer base. They desire networking opportunities from the association so they can meet other people who may empower them. MEMBER ORGANIZATIONS Member organizations serve both internal customers their employees and external customers consumers of their products and services. They seek the same benefits as individual members such as self-improvement opportunities for employees, advocacy to protect the industry and networking opportunities. Additionally, member organizations seek vendor relationships. They could benefit from access to approved vendors with competitive pricing. They seek strategic partnerships that may be a customer-vendor relationship, a business-tobusiness partnership or a networking relationship. Knowing your members and who they are trying to attract or retain will help you position yourself as a valuable resource to help them achieve their goals. Know Your Customers Customers 7 4 SMART 3 KEY SALES STRATEGIES APPROACHES TO GROW TO YOUR SELL MORE MEMBERSHIP MEMBERSHIPS TODAY

8 SMART APPROACH 2 «Know Your Customer s Customers FINDING AND FILLING IN THE GAPS Consider each need. Ask yourself what your members need to compete. What specifically are their customers expecting from them? Verify their customers needs. Do market research or survey your membership about what their customers are asking of them. Consider your offerings. Do you provide the features and benefits, products and services that your members need to succeed with their customers? How can you better assist them? What do members need expect? Going through a process and applying it uniformly to member expectations can help you uncover gaps between member needs and the benefits that will add value to their membership. Do we offer it? no Can and should we create it? yes yes Note member and prospect preferences in database and market the products and services they need. Initiate program and market to members and prospects who would be interested. no Put a positive spin on benefits. Consider how you present your offerings and make improvements when possible. For example, instead of presenting your training as something to help your customers improve their job skills, state that top employers in their industry demand this type of training. Start again. Move on to another feature/benefit. Fill gaps. Once you have identified gaps, determine whether you can help fill them by adding services. When considering the addition of new benefits and features, look first for overlapping member needs. That is, look first into needs that more than one of your member segments would benefit from using. Know Your Customers Customers 8

9 SMART APPROACH 3 «Sell What They Need It is tempting for an association salesperson to laundry-list every possible offering, hoping that something will resonate with prospects, but it s better to sell what your prospects specifically need instead of everything that you have. The following smart approach is designed to help you avoid offering too much information without first understanding your prospects needs. GIVE A CUSTOM EXPERIENCE Build meaningful packages. Offer packages with an emphasis on your members interests. For prospects seeking visibility, offer a package that focuses on getting their name out to their target market. If they are involved in government affairs and advocacy, offer an influencer package. Some prospects may want to be involved but won t be able to attend any events. In this case, an industry supporter package will meet their goals of membership. Categorize your prospects needs, and offer packages to match. Avoid blanket broadcasting. Despite what many membership salespeople believe, it s not a best practice to send all marketing communications to everyone. When sending newsletters, s and other online communications, the quickest way to get someone to unsubscribe is to inundate them with information that isn t relevant to them. If you are unsure of all their interests, you can provide links to your other offerings within the communication so they can subscribe to other areas that they find appealing. Sell What They Need 9

10 SMART APPROACH 3 «Sell What They Need Respect their time. Consider periodically sending your audience a survey that only asks them for their communication preferences. Let them know you simply want to be considerate of their time and this will help you communicate with them on only those items that are important to them. Change your tone. You may have to invest a bit more time, but if you can edit your content to make your language specific to each audience segment, your will be better received. Each segment will have the impression you are speaking directly to them, resulting in a personalized experience. COMMUNICATIONS PREFERENCES I am interested in: (Check all that apply) Business Resources Community Involvement Continuing Education Credits Employee Training Cost Savings Programs Networking Focus your efforts. Commit to segmenting your prospect Strategic Partnerships list in the same way that you categorize your membership list. Equipped with the data to generate a segmented Government Relations prospect list, you know what each customer type typically seeks. Instead of sending an to all prospective Economic Development members on your list, more narrowly focus your efforts. Other For example, you may know that members with less than 25 employees within a particular zip code are interested in one of your events. Invite prospects with the same demographics as guests to the same event. Segmenting like this brings like people together and gives you more qualified leads than if you were to invite everyone in your database. Sell What They Need 10

11 SMART APPROACH 3 «Sell What They Need Be creative. Think of possible benefits that you can provide your members that you don t already offer, but could. Knowing your members and their customers will help with this step. One way to come up with these benefits is to consider what your members get elsewhere that would be a good fit for your organization. For example, the California Dialysis Council s (CDC) members are Dialysis clinics, so the council naturally already focuses on advocacy to support the industry at the government level. Getting to know their member companies better, the CDC discovered that clinics could better serve their internal (employee) customers by providing them with training and certification. Consequently, the CDC partnered with a testing company and also created a searchable online directory containing the employee test results and certificates. Sell What They Need 11

12 SMART APPROACH 3 «Sell What They Need GIVE A MEANINGFUL EXPERIENCE Curate your buyers guide. Go beyond simple online directory listings and create a serious resource for your members and community. Think of your buyers guide as something that you d curate. In an online blog post, Steven Rosenbaum explains that curation is the act of individuals with a passion for a content area to find, contextualize, and organize information. Although this process requires thought and process on your part, it pays off by giving your members and prospects a more meaningful experience. Fill er up. Be sure you have enough of every type of service in your guide. Think of what your members and their customers need, want, look for and buy. Then fill in the gaps by seeking out enough vendors to provide a good variety of choices for your members. Your objective is to make your directory the who s who for the industry and/or community that you serve. The Center for Association Leadership (asae) buyers guide is an excellent example of a thorough online directory. It not only contains a myriad of categories, there are several locations where members can gain extra exposure by placing online ads. 12 Sell What They Need

13 SMART APPROACH 3 «Sell What They Need Enhance listings. A good directory that gets a lot of traffic will be visually appealing, promote people and businesses in a professional way and offer the opportunity to list more than basic information. Offering enhanced listings to members will make them stand out. Let them add links to their social media, reviews, award/honor badges and detailed descriptions of their products and services. When possible, provide them with a way of updating their information themselves. This type of self-service option helps ensure that your directory contains current listings. Winning. Your thoughtful curation results in a win-win-win. It s a win for you because you have created a reliable source of non-dues revenue. It s a win for the service providers (vendors) because they re being well-promoted and getting increased traffic from your guide. And it s a win for your core members because they have a good, filtered resource for the products and services they need. Fine tune it. Curating your buyers guide is a better way to do business in the association landscape. It s not an afterthought. It s a continuous work-in-progress, so the process of curating helps you to continuously fine tune your directory as your members wants and needs change. Sell What They Need 13

14 SMART APPROACH 4 «Reveal ROI Individuals and companies no longer join member-based organizations simply because it s the right thing to do. Today s prospects must justify membership investment. Whether you save your members time, money or both, revealing how you can give them a return on their investment is a smart approach. Tell them a story. Show your prospects how you have created a return on investment (ROI) for other members that are similar to them. Tell the story so that your prospects can visualize themselves succeeding similarly. Your stories may take the form of testimonials or case studies, or you ideally will have the opportunity to tell the stories in person. Your members can be your best storytellers. Include testimonials on your website and sales collateral, and make sure all sales people are aware of each others success stories. Show them the money. Explaining the benefits that your association is able to provide is key to obtaining and retaining members, and it is equally important to quantify membership value in a manner that is easy to understand. Whether you translate benefit worth to dollars or hours, putting a numeric value on your benefits will give potential members a better reason to join. You can show portions (omit private information) of your current members ROI reports to give your prospects an example of how you quantify ROI. Most AMS systems have built-in ROI tracking capabilities, but if your association doesn t have an AMS, you should determine an alternate way to quantify your membership value. Reveal ROI 14

15 SMART APPROACH 4 «Reveal ROI Don t forget member exclusives. Track the value of member exclusives as a source of dollar savings. For example, you could count the number of average downloads of memberexclusive content that your association receives. Since this content is only free for members, count how much a non-member would have to spend on such downloads and present the dollar amount as a cost savings. We hope to have inspired some ideas that will bolster your sales efforts. If you would like more association-related resources, visit us online at If you would like to see how WebLink s AMS can help you grow and retain your members, request a demo. Reveal ROI 15

16 WEBLINK IS A SOFTWARE AS A SERVICE COMPANY, providing membership management software to organizations. Based in Indianapolis, WebLink empowers hundreds of trade and professional associations, and more than 650,000 small and medium businesses, to acquire and retain customers. With a 94 percent retention rate, we are recognized for taking care of our customers. WebLink s comprehensive association solution includes membership management software, responsive website design and development, non-dues revenue programs, and the industry s only card reader ready app for ipad. As an added benefit, we regularly offer valuable business resources such as free demos, webinars, ebooks, expertise and advice via social media channels, and remarkable customer support from day one. Find out more by visiting us on the web at HIGHLIGHTS WEBLINK IS AN INTEGRATED AMS SOLUTION ONE web-based centralized database Prospects, members, non-members and all reps in same system Financials, events, , committees, website, reporting WEBLINK SPECIALIZES IN WEBSITES WebLink Local business directory drives 67 percent increase in traffic from organic searches Adds value for members Increases non-dues revenue Responsive website design WEBLINK INNOVATES TO MAKE YOUR LIFE EASIER ecommerce app for ipad Membership sales Event registrations Integrated credit card reader MEMBERS WEBSITE MARKETING CENTRAL DB FINANCIAL SOLUTIONS EVENTS PROSPECTS The companies mentioned in this ebook are registered trademarks in the United States and/or other countries. Other than using some of these services, WebLink International is not affiliated in any way with these organizations, and WebLink received no compensation for creation of this ebook.

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