The four must have traits k sexton general presentation 10-24_2013

The Four Must-Have Traitsof Tomorrow's Membership

Organization

With Kyle SextonOctober 24th

10 AM PST

Sponsored by MicroNet, Inc.

Kyle SextonMarketing Strategist

Your presenters

Karen HoweMicroNet Marketing

Karen.Howe@micronetonline.comKyle@KyleSexton.com

TOMORROW'S MEMBERSHIP

ORGANIZATION

Have a S.E.A.T.1. Service & sell with the latest technology2. Engage members without asking them to show

up3. Allow members to choose their investment4. Teach members how to talk about their

association

Seth GodinBest-selling author and top daily business blogger in the

world:

•The “have-to's”•The “ought-to's”•The “want-to's”

HAVE-TO‘S ARE NOT OUR FUTURE

• Don’t have time to participate• Don’t see the value• Corporate office policy• Membership costs too much• Don’t do business locally

WHY PEOPLE DON’T JOIN

ENGAGE MEMBERS

• … without asking them to show up! Participation vs. Partnership Membership does not require participation Prevent drops due to “no time to participate” Health club comparison Organization confessional (story)

BUYING AND JUSTIFYING

• Businesses: People BUY emotionally, JUSTIFY intellectually

• Membership Organizations: People JOIN emotionally and JUSTIFY upon renewal Who MUST your clients reach in order to be successful? Who will have the most impact over the long-term?

• Common Dues Structures: Fair Share (usually based on number of employees) Special Formulas (usually for certain industry categories) Tiered Dues Structures Negotiated Dues Dues/Non-Dues Package (such as Chairman’s Clubs)

ALLOW MEMBERS TO CHOOSE INVESTMENT

• Offer something for everyone• Create upsell opportunities• Create a sense of privilege, recognition and

exclusivity with upper tiers• Create benefits that require little or no hard costs

to the association

MEMBERSHIP TIERS

UPPER-TIER OBJECTIVES

• Self-segmentation• Proactive leadership role• Above “Cost-per-member” benchmark• Increased membership stature and

personal/professional recognition• Improved personal and professional skills and

networking contacts

QUANTIFY BENEFITS FOR YOUR CLIENTS/MEMEBERS

• How much does membership cost?• How much is membership worth?• Quantify it and sell it!• Add to the value with media partners and

giveaways

TEACH MEMBERS HOW TO TALK ABOUT YOU

• Generate talk about your product or service among peer groups

• Some products/services will only be sold with referral

• Testimonials: People trust other people’s opinions• If you don’t tell your story, the public will make

one up about you

YOUR MARKETING MESSAGE

The Wrong Pitch:• The trade association is a non-profit membership

organization that works to ensure you have a voice in policy and to foster growth among trade association members.

• The association is a group of businesses that share common community goals.

YOUR MARKETING MESSAGE

The Right Pitch:• We solve common business problems like not

having enough time to lobby the government for less red tape and taxes.

• We connect businesses to consumers and each other, in order to help them grow.

• We help people who are tired of doing business out of a phone book.

TESTIMONIALS

• “As a service business, my membership is especially valuable because…”

• “The ___ Association helps me to…”• “The ___ Chamber saves me time by…”

SEGMENTING TESTIMONIALS

• Segment the sources of your testimonials for use in targeting like audiences

• Start-up, Emerging or Mature• Retailer, Restaurant, Manufacturer, Service,

Professional, etc.• Match prospects with corresponding testimonials

• Why is GoDaddy #1?• Gain the service advantage enjoyed by other

industries

SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY

• Information overload• Sales department turnover• Printed materials out-of-date• “Foul language” of volunteers

ARE THESE YOUR SALES CHALLENGES?

SOLUTION: Online Sales Tour

• Never complains• Never asks for a raise• Works 24-7-52• Captures your web traffic• Standardizes your sales language

WHAT WE DO

We design, develop and support an online software suite that empowers business associations to create a more effective organization and improve membership value and experience.

Chambers of Commerce Business/Trade Associations

OPERATIONAL FOUNDATION

SEOBilling MobileOperations

Website & Modules ReportingMarketingEvent Management

Email Communication

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Questions

Thank youwww.chambermaster.com

www.memberzone.com