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Developing Large Accounts
for Association Sales

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Meeting Information
1. Dial Into the Conference (United States): (712) 770-4035
Access Code: 575549
Join the Online Meeting:
Online Meeting Link: https://join.freeconferencecall.com/jp863
Online Meeting ID: jp863

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Agenda
• Association Trends
• Main ideas re: Large Accounts
• Recommended Methodology
• Using Association CEOs for sales growth

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Moery Company Background
• Millions of dollars sold in
membership and sponsorship
• More than 250,000 sales and
marketing contacts annually
• Advisor to nation’s top associations
for business growth and management

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Association Trends

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5 Year Membership Trend
Marketing General Membership Study

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5 Year Renewal Trends
Marketing General Membership Study

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Reasons why members join
Marketing General

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Main Ideas – Big Account Sales

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Moery Company Data
• Average number of tasks to close < 7 activities
• Larger sales not significantly different in close
rates or activities needed

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Major shift in methodology
• Key Account Matrix development
• Jab, jab, right hook
• Automated content campaigns
• People, Process and value Proposition

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Here’s how it is different
• Longer to prepare/strategize even if sales cycle is similar
• Large accounts fail on process and not people
• Associations are too hung up on people – who calls?
• Velocity and consistency is critical
• The prospect is mainly indifferent
• Association Friction – Large and Small

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Prospect perspective
• Very political
• Budget
• Point of Contact
• Decision making has changed
• Competing association consideration
• Dues level
• Differentiator

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Recommended Methodology

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Step 1: Key Account Matrix

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Goal: Recruit The Moery Company back to association as a full dues paying member by November 2017
Prospect Summary:
Identify the true opportunity regarding this process. Not what the chairman wants, or the membership committee believes. The real
opportunity - including what the possible revenue goals might be.
Relationship
Management: OWNER A/N/O Action
Examine the senior staff
CEO
VPat the prospect
company.
Main Policy
POC
Who are the key people
that could possibly be in
Other
Company
Contacts
the decision making
process? Who is our
POC for each senior
Association
Members to
advocate
leader at the prospect
company?
What should be the Supplier
Contacts
to advocate
specific action at
each level?
Other

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News/Social
Media/Press Releases
OWNER ACTION
Regulatory issue
Legislative Issue
GOAL PROGRESS NEXT STEP
Set goals for each
Q1
quarter. It may
be
as simple as
finding
Association
Q2
members with
contacts at the
company.
Remember the
Q3
process involves
multiple people,
and takes
More strategy
than
other prospects.
Q4

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Step 2: Content Campaign
• List Development - Data is critical
• Type
• Revenue
• Multiple Contacts

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Content Campaign Sample

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%%first_name%%,
Sponsorship deadlines are closing in, but it's not too late to grab up the last few sponsorship opportunities for AWDA's 2016 Conference in Las Vegas, October 29-31. Please see
deadlines for logo submissions below.
 Program logo submission by noon, Tuesday, October 11th.
 Electronic program logo submission by Monday, October 24th. *The electronic program will be emailed to all attendees on the 26th.
Review the prospectus here and confirm your spot ASAP. We hope to see you in Vegas.
Best Regards,
Mike Thomas
571.332.9333
Open Rate: 43%, CTR: 17%
Sponsorship deadlines are closing in, but it's not too late to grab up the last few sponsorship opportunities for AWDA's 2016 Conference in Las Vegas, October 29-
31. Please see deadlines for logo submissions below.
 Program logo submission by noon, Tuesday, October 11th.
 Electronic program logo submission by Monday, October 24th. *The electronic program will be emailed to all attendees on the 26th.
Review the prospectus here and confirm your spot ASAP. We hope to see you in Vegas.
Best Regards,
Mike Thomas
571.332.9333

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Step 3 Process Begins
• Log every activity
• Contact is based on the issue of interest
• 50/50 combination of calls to email
• CEO?

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CEO in Sales

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My advice to CEOs
• Ask sales team to ID top 10 prospects
• Are you receiving sales reports weekly?
• Get in the game by working 5-10 prospects
• Pitch and be pitched
The best executives are involved in some way.
“We have to raise $5 million a week.” Tom Donohue

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Important Considerations
• It’s the era of the non-sales exec.
• “Looking for a fit”
• Problems you solve, not the association programs and services you provide
• Avoid “voice of the industry” speak
• Re-inforces a “free rider” mentality

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Key Components of a CEO Program
• Identify specific CEO role
• ID prospects which chief executive brings exclusive and unique value.
• Determine appropriate stage for CEO’s engagement.
• Consider CEO as part of the sales team, but not sales connection from beginning to end
• Assign staff for follow through and pipeline management

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Step by Step
• Provide Key Account Matrix
• Briefing on Company – issue oriented
• Agenda: About You, About Us, Opportunities to Collaborate, Next Steps or No, Thanks
• Next steps tracked by assigned staff
• Monthly meeting regarding sales goals and pipeline
• Rinse and repeat

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Final Thoughts
• Key accounts require a specific methodology
• Key Accounts, Data, Content
CEOs – Uniquely suited for some prospects
• Part of sales assets, but need reasonable expectations

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JP Moery, President
Connect
571-814-3443
jp@moerycompany.com
Website
LinkedIn
You Tube
Facebook
Podcast: Association Labs
Twitter: @jpmoery

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The Moery Company Partners
Aluminum Association
American Bakers Association
American Coatings Association
AdvaMed
Auto Care Association
Biotechnology Industry Organization
BSA │The Software Alliance
Consumer Bankers Association
Consumer Data Industry Association
Consumer Healthcare Products Association
Consumer Specialty Products Association
Council of Institutional Investors
Financial Executives International
Global Cold Chain Alliance
Greater Washington Board of Trade
Grocery Manufacturers of America
Hydraulics Institute
Independent Community Bankers of America
Insured Retirement Institute
International Sign Association
Interactive Advertising Bureau
Investment Company Institute
Manufacturers Alliance for Productivity and Innovation
Biotechnology Industry Organization
BSA │The Software Alliance
Congressional Quarterly/Roll Call
Consumer Bankers Association
Consumer Data Industry Association
Consumer Healthcare Products Association
Consumer Specialty Products Association
Council of Institutional Investors
Financial Executives International
Global Cold Chain Alliance
Greater Washington Board of Trade
Grocery Manufacturers of America
Hydraulics Institute
Independent Community Bankers of America
Insured Retirement Institute
International Sign Association
Interactive Advertising Bureau
Investment Company Institute
Manufacturers Alliance for Productivity and
Innovation
Mortgage Bankers Association
National Air Transportation Association
National Association of Federal Credit
Unions
National Association of Manufacturers
National Beer Wholesalers Association
National Community Pharmacists
Association
National Electrical Contractors
Association
National Restaurant Association
National Roofing Contractors Assoc.
Outdoor Power Equipment Institute
Personal Care Products Council
Renewable Fuels Association
Snack Food Association
Society of the Plastics Industry
Solar Energy Industries Association
Specialized Carriers and Rigging
Association
Textile Rental Service Association
In six short years, The Moery Company has become one of the most respected and successful business development firms focused on associations.
Our core values of collaboration, entrepreneurship, and integrity—have built a fantastic reputation among the nation’s best associations.

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Follow Mount Vernon - Lee Chamber of Commerce
Small Business of the Year
www.moerycompany.com
Office: 571-814-3443
Podcast: Association Labs
LinkedIn: www.linkedin.com/company/moery-lai
Facebook: www.facebook.com/MoeryCompany
105 Oronoco Street, Suite 309, Alexandria, VA 22314