CEO RoundtableJanuary 20, 2012 Wendy Scott, CAE FacilitatorWendy Scott & Associates, Inc.
Goals for this morning’s Roundtable:Share your vast experience and knowledge… Think like entrepreneurs… Ask this question: “What change can I initiate immediately tobetter convey my association’s value, move my association forward and sustain it?” Wendy Scott & Associates, Inc.
What is “Value”? • Worth in usefulness or importance to the possessor • A fair return or equivalent in goods • Something intrinsically desirable Wendy Scott & Associates, Inc.
ASAE’s Decision to Join Research Project1. Perception of Value – 5. The Retention Challenge Role of Engagement 6. Referral Influence2. Retention – Long Term Members 7. Generational Influences3. Ad-Hoc Volunteers 8. Segmentation4. Boards of Directors“If former members are thought of as being dead, the uninvolved are close to comatose.” Wendy Scott & Associates, Inc.
Who defines value in your association?“It’s not about what we’re selling; it’s about what they’re buying!” Sharing Exercise: How do you identify or define value in your association? Wendy Scott & Associates, Inc.
How to Differentiate Your Association’s Value Identify core competencies Study your customers (members) Turn core competencies into values (and prioritize) Study the competition Examine trends in your profession/industry Define your vision Build the “value chain” internally Articulate your value Test your value Convey your value Wendy Scott & Associates, Inc.
Crafting the Association’s Value PropositionInternal Analysis• How do you create value?• What are your core competencies?• What are your capabilities?• Why should current or prospective members accept your value promise?External Analysis• How do members measure the value you provide?• How does your value compare to competitors?• Does your proposed value meet member needs?• How can you increase the value you’re offering over time? Wendy Scott & Associates, Inc.
The Value Proposition Process for AssociationsEstablish a unique position.Be relevant to target market segment (gain interest, address a realproblem, fulfill an emotional need or want, and/or deliver alooked-for experience).Be credible / believable.Have clarity (to all relevant people and targeted customers).Communicate advantages (versus alternatives and competitors)which are meaningful, not irrelevant differences.Differentiate from alternatives (again, in meaningful way)Not be “me too” positioning or generic.Communicate benefits, rather than features or functions. Wendy Scott & Associates, Inc.
______________________________________________ Wendy Scott & Associates, Inc.
Wendy Scott & Associates, Inc.
Challenge: If you had just 10 words to describewhy individuals/companies should be a member of your association instead of another, what would you communicate? Wendy Scott & Associates, Inc.
Value Scenarios Best Case Neutral Case Worst Case You provide a one-of- Your “product/service” Your prospects see little a-kind is somewhat different difference between you “product/service” that from, and better than, and your competitors,your market needs and those of your so you’re competing wants. competitors, and you solely on price.You have a strong value communicate that You have to fight long proposition that difference, though and hard for every differentiates you from probably not as member. It’s very your competitors; consistently as you difficult to meet your you communicate it should. membership revenue consistently in Your prospects partially goals. everything buy into the value you you do. provide, but you don’tYour member prospects win all of them that yourespond because you’re could. completely meeting their needs. Wendy Scott & Associates, Inc.
Pitfalls to Conveying Value in Associations• Association has not identified a value proposition• Association does not clearly express its value proposition• Association is not testing or measuring its value proposition Wendy Scott & Associates, Inc.
Conveying your Value! Include value propositions through every opportunity or touch point: Newsletter articles, conference calls, association events, emails, customer service calls, product shipments, member welcome kits, website…???4. Measure and Assess Wendy Scott & Associates, Inc.
"Fix the trust thing. Everything else, the vision, values, shared sense of purpose, andpurposeful change will all follow, simply because people want them to.” Association Leader Wendy Scott & Associates, Inc.