Transcript of "Association sales professional 102"
Buz Buzogany, CAE, CASEBuzogany Associates
Board DrivenMembers make most decisionsDestinations chosen, reflect current boardAMCs, single staff, very slow to marketStaff DrivenStaff responsible for operational tacticsSource for decisions less than $10KMid-to-Large Assns – slow to market
Strategic overview Decide Mission and Vision of group Fiscal responsibility for annual outcomes Hire the CEO (President, Executive Director) Annual review of the CEO’s performance Champion various committees Influence decisions over $10,000
Hires/Fires staff and does annual reviews Responsible for all daily/weekly activities Operating Budget considerations/approvals Location of Annual Conference Monitors competitive landscape Embodiment of the organization’s brand
Converts strategy into daily/weekly tactics Outreach to members, board, committees,general public, agencies, press, etc. Generates education materials to targetmarkets through various channels Lobbying efforts on behalf of Association
Commits time, effort and expense to beingactive in the organization. Pays annual dues, attends annual meeting Serves on committees (standing & ad hoc) Receives marketing materials and on-goingcommunication from the organization Spreads positive word-of-mouth and seeksadditional members who would fit
The larger thegroup, the less theyinfluence decisions inmost associations!
Board Driven – 12 to 36 weeks to decide Staff Driven – 4 to 20 weeks to decide What does that mean to your business? How do you discover who is in the loop? Where are you most often compelled to start? How do you gain access to the actualdecision-maker, assuming there is a “finalword”?
Global, national and local economy Cultural Change – minorities & women Technology – Millennials, virtual, webinars Competition – Better, Brighter, Smarter Attitudes – pre-conditioned, not listening Costs associated with product or service
What factors influence the final decision tobuy your product/service or bring a group toyour property? Where do you start in the food-chain? How long is your process to close? Are most clients consultative or transactional? How does your boss measure success? What sales training does organizationprovide?
Understand the client’s desires Communicate early with decision-maker(s) Understand the group they represent Know the actual value of what you offer Help them make smart decisions Think outside the box…off property, adifferent brand, a different choice Focus on their success
Listen – to the potential client’s desires Gather all the information you can, includingwho are drivers vs influencers Be transparent – build a case for trust Be the solution…not just a conduit Be available before, during and after the sale Think relationship, not Sale!!!
CredibilityBoy Scouts Creed:Trustworthy, loyal, helpful, friendly, courteous…etc.Sales Creed: My interest is in seeing you thrilledwith your choice of my product or service, and Iwill do whatever it takes to provide you with apositive experience.
Buz Buzogany, CAE, CASEBuzogany Associatesbuz@buzoganyassociates.com828-652-7259 Directwww.buzoganyassociates.com
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