10 Mistakes Associations Make When Selling

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Fact: Business associations must sell memberships and sponsorships to grow and succeed. Is your organization generating the most ROI from your sales efforts?

Tao Stadler, Senior Membership Management Executive at WebLink International, will presented the top 10 mistakes he's seen associations make, and how you can get the most out of your selling efforts.

You'll learn from an experienced association professional on:
• Top 10 mistakes associations make when selling- we'll show you new selling techniques you can begin implementing right away.
• Selling best practices that drive the greatest impact.
• What data you should be looking at, and how to measure your selling success.

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10 Mistakes Associations Make When Selling

  1. 1. 10 MISTAKESAssociations MakeWhen Selling
  2. 2. WebLink International3905 W. Vincennes Road Suite 210 Indianapolis, IN 46268P 317-872-3909 | 1-877-231-4970 | F 317-872-3929www.weblinkinternational.comTao StadlerSr. Membership Management Executive• Former Chamber Executive• 15 years in Association Industry
  3. 3. Far more than membermanagement softwareAbout WebLink• SaaS Company (Software as a Service)• Leading Software Provider to 600 + Chambers ofCommerce and Business Associations• Established in 1996• 60 Employees• Based in Indianapolis, Indiana• 94% Customer Retention Rate
  4. 4. Far more than membermanagement softwareAbout WebLink• MembershipManagementSoftware• Website Design &Development• Non-Dues RevenuePrograms
  5. 5. Far more than membermanagement softwareAssociation Clients
  6. 6. Far more than membermanagement softwareChamber Clients
  7. 7. Far more than membermanagement softwarePre-Webinar Question66%25%9%How well do you understand ROI from your sales efforts?Our data and reportingcould use some workWe have a very difficulttime understanding ROIVery well. We have greatdata and reporting
  8. 8. Far more than membermanagement softwarePre-Webinar Question52%22%12%3% 11%What area of sales most needs to be improved withinyour organization?New Member SalesRetentionSponsorshipsEventsOther
  9. 9. Far more than membermanagement softwarePre-Webinar Question47%20%14%14%6%What is your top new member acquisition challengeDifficult to demonstratemember valueNot enough staffNot sure how to attractyoung membersOtherDont have right tools
  10. 10. 10 MISTAKESAssociations MakeWhen Selling
  11. 11. Chickening Out
  12. 12. Far more than membermanagement softwareMistake 1: Chickening Out• You never have to like prospecting, you justhave to do it• Don’t alienate potential prospects• Make sure everyone knows about theopportunities/value you provide• Pro Tip: Restricted content for sales materials soyou know who looked at it
  13. 13. Barfing OnYour Prospect
  14. 14. Far more than membermanagement softwareMistake 2: Barfing on your Prospect• Spilling your candy (don’t show too early, before youunderstand the prospect)• Add flexibility to your packages so that you can tailorthem to your prospect• Have components like visibility, access, data, notoriety,etc… Think about what your prospects want• Pro Tip: Name your tiers around members’ goals: VisibilityPackage; Influencer Package; Industry Supporter Package
  15. 15. Adding Seagulls To Their Painting
  16. 16. Far more than membermanagement softwareMistake #3: Adding Seagulls to their painting• Selling what you have, not what they need• Just because you think it’s great, doesn’t meanyour prospects will• Once you get agreement, stop adding things• Pro Tip: Use your membership application and surveys toallow people to identify their top 3 membership priorities
  17. 17. Trying To Use Telepathy
  18. 18. Far more than membermanagement softwareMistake #4: Telepathy• Sales process is a Process! Follow it!• No mind reading allowed—you will get burned.• No guessing based on experience• Asking questions is the only way to know... Andknowing is half the battle! Budget, decision,reasons why and why not?• Pro Tip: Use Outlook appointments withprospects—set an agenda for each meeting
  19. 19. The Blabbermouth
  20. 20. Far more than membermanagement softwareMistake #5: The Blabbermouth• A prospect who is listening is no prospect at all• Consider your first appointment an interview• Count how long you talk; try to avoid talking formore than 30 seconds at a time.• Pro Tip: Recap your conversation in an email,confirm next steps
  21. 21. Ignoring The Story
  22. 22. Far more than membermanagement softwareMistake #6: Ignoring the story• Learn to tell a story about a successful member orsponsor.• Features and benefits alone are not enough.• Help the client visualize themselves in the future.• Pro Tip: Feature > Benefit > Pain > Story
  23. 23. Far more than membermanagement softwareName a feature youhaveWhat benefit doesthis featureprovide?What pain wouldthat benefitaddress?Tell a story about amember that usedthat feature toreceive a benefitthat addressed thatpain
  24. 24. RenewingAt TheRenewal Date
  25. 25. Far more than membermanagement softwareMistake #7: Renewing atthe Renewal Date• Revisit the relationship before it renews. Ensureeveryone is happy before the renewal date.• Work to renew the relationship should start atleast a month before it ends. (earlier is better)– For membership, revisit the benefits and reasons whythey joined.– For sponsorship, recap on paper how they benefitted.• Pro Tip: Use Retention Project Template/Plans
  26. 26. Forgetting To “Stalk” Prospects
  27. 27. Far more than membermanagement softwareMistake #8: Forgetting to stalk your prospects• Have profiles for your prospects in your CRMsystem• Track details about them so you can runcomparisons to successful members• Track all activities they do with you• Friend, Follow and Connect• Let them subscribe them to Groups of InterestPro Tip: Send “If you were a Member” emails
  28. 28. Keeping Secrets
  29. 29. Far more than membermanagement softwareMistake #9: Keeping Secrets• From Prospects: Share stories about successful members• From Members: Remind them of the value they receive• From staff: Info and interactions with prospects• Secrets will only come back to haunt you!• Pro Tip: All benefit milestones can, and should, berecorded in your CRM.
  30. 30. Delivering What You Promise
  31. 31. Far more than membermanagement softwareMistake #10: Delivering what you promised• Give more than you promised• Always exceed expectations• Connect them to other members• Pass along interesting news• Pro Tip: Track benefits you didn’t advertise
  32. 32. The Lone RangerBonus Mistake #1
  33. 33. Far more than membermanagement softwareBonus Mistake #1: The Lone Ranger• Prospecting is an organization-wide endeavor• Lead generation comes from many places: Socialnetworks, events, webinars, blogging, website, etc…• Organization must create content that is valuable toyour members (and prospects)• Members tell their friends• Staff connects with prospects
  34. 34. Wrong NumberBonus Mistake #2
  35. 35. Far more than membermanagement softwareBonus Mistake #2: Wrong Number• Find the decision maker early• In organizational memberships, people whoanswer the phone don’t generally sign checks• For individual memberships, find out if there is asecond layer of approval needed
  36. 36. Far more than membermanagement softwareRecap of the MistakesProspecting• Chickening Out• Barfing• AddingSeagulls• Blabbermouth• No Story• Stalking• Lone RangerRetaining• Telepathy• Stalking• No Story• RenewingLate• Closing• KeepingSecrets• Stalking• Wrong #
  37. 37. Far more than membermanagement softwareWebinar Recap• We will email copy ofpresentation toattendees• Link to videorecording of webinar• Please let us know ifyou have anyquestions
  38. 38. Far more than membermanagement softwareWebLink Recap: An Integrated Solution• ONE web-basedcentralized database• Prospects, members,non-members and allreps in same system• Financials, events,email, committees,website, reportingCentralDBFinancialSystemWebsiteEmailMarketingMembersEventsProspects
  39. 39. Far more than membermanagement softwareAssociation & Chamber Websites• 500+ client websites• WebLink Local businessdirectory drives 67%increase in traffic fromorganic searches• Adds value formembers• Non-dues revenue
  40. 40. Far more than membermanagement softwareGo To Webinar Question/Poll
  41. 41. 10 MISTAKESAssociations MakeWhen Selling
  42. 42. WebLink International3905 W. Vincennes Road Suite 210 Indianapolis, IN 46268P 317-872-3909 | 1-877-231-4970 | F 317-872-3929www.weblinkinternational.comTao StadlerMembership Management Executivetao.stadler@weblinkinternational.com

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