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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
WebLink International 3905 W. Vincennes Road Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 www.weblinkinternational.com
Tao Stadler Sr. Membership Management Executive
• Former Chamber Executive • 15 years in Association Industry
Far more than member management software
About WebLink
• SaaS Company (Software as a Service) • Leading Software Provider to 600 + Chambers of
Commerce and Business Associations • Established in 1996 • 60 Employees • Based in Indianapolis, Indiana • 94% Customer Retention Rate
Far more than member management software
About WebLink
• Membership Management Software
• Website Design & Development
• Non-Dues Revenue Programs
Far more than member management software
Association Clients
Far more than member management software
Chamber Clients
Far more than member management software
Pre-Webinar Question
66%
25%
9%
How well do you understand ROI from your sales efforts?
Our data and reportingcould use some work
We have a very difficulttime understanding ROI
Very well. We have greatdata and reporting
Far more than member management software
Pre-Webinar Question
52%
22%
12%
3% 11%
What area of sales most needs to be improved within your organization?
New Member Sales
Retention
Sponsorships
Events
Other
Far more than member management software
Pre-Webinar Question
47%
20%
14%
14% 6%
What is your top new member acquisition challenge
Difficult to demonstratemember valueNot enough staff
Not sure how to attractyoung membersOther
Don't have right tools
10 MISTAKES Associations Make When Selling
Chickening Out
Far more than member management software
Mistake 1: Chickening Out
• You never have to like prospecting, you just have to do it
• Don’t alienate potential prospects • Make sure everyone knows about the
opportunities/value you provide
• Pro Tip: Restricted content for sales materials so you know who looked at it
Barfing On Your Prospect
Far more than member management software
Mistake 2: Barfing on your Prospect
• Spilling your candy (don’t show too early, before you understand the prospect)
• Add flexibility to your packages so that you can tailor them 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: Visibility Package; Influencer Package; Industry Supporter Package
Adding Seagulls To Their Painting
Far more than member management software
Mistake #3: Adding Seagulls to their painting
• Selling what you have, not what they need • Just because you think it’s great, doesn’t mean
your prospects will • Once you get agreement, stop adding things
• Pro Tip: Use your membership application and surveys to
allow people to identify their top 3 membership priorities
Trying To Use Telepathy
Far more than member management software
Mistake #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... And
knowing is half the battle! Budget, decision, reasons why and why not?
• Pro Tip: Use Outlook appointments with prospects—set an agenda for each meeting
The Blabbermouth
Far more than member management software
Mistake #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 for
more than 30 seconds at a time.
• Pro Tip: Recap your conversation in an email, confirm next steps
Ignoring The Story
Far more than member management software
Mistake #6: Ignoring the story
• Learn to tell a story about a successful member or sponsor.
• Features and benefits alone are not enough. • Help the client visualize themselves in the future.
• Pro Tip: Feature > Benefit > Pain > Story
Far more than member management software
Name a feature you have
What benefit does this feature
provide?
What pain would that benefit
address?
Tell a story about a member that used
that feature to receive a benefit
that addressed that pain
Renewing At The Renewal Date
Far more than member management software
Mistake #7: Renewing at the Renewal Date
• Revisit the relationship before it renews. Ensure everyone is happy before the renewal date.
• Work to renew the relationship should start at least a month before it ends. (earlier is better) – For membership, revisit the benefits and reasons why
they joined. – For sponsorship, recap on paper how they benefitted.
• Pro Tip: Use Retention Project Template/Plans
Forgetting To “Stalk” Prospects
Far more than member management software
Mistake #8: Forgetting to stalk your prospects
• Have profiles for your prospects in your CRM system
• Track details about them so you can run comparisons to successful members
• Track all activities they do with you • Friend, Follow and Connect • Let them subscribe them to Groups of Interest Pro Tip: Send “If you were a Member” emails
Keeping Secrets
Far more than member management software
Mistake #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, be
recorded in your CRM.
Delivering What You Promise
Far more than member management software
Mistake #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
The Lone Ranger Bonus Mistake #1
Far more than member management software
Bonus Mistake #1: The Lone Ranger
• Prospecting is an organization-wide endeavor • Lead generation comes from many places: Social
networks, events, webinars, blogging, website, etc… • Organization must create content that is valuable to
your members (and prospects) • Members tell their friends • Staff connects with prospects
Wrong Number Bonus Mistake #2
Far more than member management software
Bonus Mistake #2: Wrong Number
• Find the decision maker early • In organizational memberships, people who
answer the phone don’t generally sign checks • For individual memberships, find out if there is a
second layer of approval needed
Far more than member management software
Recap of the Mistakes
Prospecting • Chickening Out • Barfing • Adding
Seagulls • Blabbermouth • No Story • Stalking • Lone Ranger
Retaining • Telepathy • Stalking • No Story • Renewing
Late
• Closing • Keeping
Secrets • Stalking • Wrong #
Far more than member management software
Webinar Recap
• We will email copy of presentation to attendees
• Link to video recording of webinar
• Please let us know if you have any questions
Far more than member management software
WebLink Recap: An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
Central DB
Financial System
Website
Email Marketing
Members
Events
Prospects
Far more than member management software
Association & Chamber Websites
• 500+ client websites • WebLink Local business
directory drives 67% increase in traffic from organic searches
• Adds value for members
• Non-dues revenue
Far more than member management software
Go To Webinar Question/Poll
10 MISTAKES Associations Make When Selling
WebLink International 3905 W. Vincennes Road Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 www.weblinkinternational.com
Tao Stadler Membership Management Executive [email protected]