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Association sales professional 102

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This was a session at the AENC Annual Meeting by Buz Buzogany.

This was a session at the AENC Annual Meeting by Buz Buzogany.

Published in: Business, Education

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  • 1. Buz Buzogany, CAE, CASEBuzogany Associates
  • 2. 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
  • 3.  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
  • 4.  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
  • 5.  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
  • 6.  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
  • 7. The larger thegroup, the less theyinfluence decisions inmost associations!
  • 8.  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”?
  • 9.  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
  • 10.  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?
  • 11.  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
  • 12.  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!!!
  • 13. 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.
  • 14. Buz Buzogany, CAE, CASEBuzogany Associatesbuz@buzoganyassociates.com828-652-7259 Directwww.buzoganyassociates.com

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