4 Smart Sales Approaches to Sell More Memberships

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Who is WebLink?

• Leading SaaS Association Management Software Company

• Established in 1996

• 60 Employees

• Based in Indianapolis, Indiana

• Leading Software Provider to over 650 Association Customers;

5,500 Users; Supporting over 650,000 Members

• Several Employees with Association Experience

About WebLink

• Association Management Software

• Website Design & Development

• Non-Dues Revenue Programs

4

Connect Features and Benefits Overview

Website

Email Marketing

Financial Systems

Members

Events

Prospects

Connect

• Interfaces - Desktop App/ iPad

• Financial Management

• Event Management

• Members Only Engagement

• Member Management

• Communication/Marketing

• Reporting /Analytics

• Sales Management

• Project Management

• Website Management

CMS Select

• Simple to drag and drop content using a live edit window.

• Responsive website design; automatically adjusts to the screen its being viewed on: • Desktop

• Tablet

• Smart Phone

• Fully integrated database and website.

4 smart sales strategies to sell more memberships

• Know your customer

• Even better: Know your customer’s customer

• Sell what they need, not just what you have

• Promote the ROI!

• Bonus: Your retention strategies work for sales strategies, too

Know your customer-- What’s your type?

Know your customer-- What’s your type?

Individuals

• Age

• Gender

• Experience

• Income

• Education

• Certifications

• Marital Status

• Location

• Ethnicity

• Employment History

Organizations

• Revenues

• Ownership structure

• Staff size

• Customer base

• Engagement

• Location

• # of branches

• C-status

• IRS status

• History

• Membership length

So many types of members… so many benefits

Small

Business

Big

Business

Governments Non-

Profit

Individual

– Payer

Individual –

Nonpayer

Services

Providers

Networking X X X X X X X

Advocacy X X X X

Access X X X X

Discounts X X X

Education X X X X X

Employees X X X

Visibility X X X

Certification X X X X X

Credentialing X X X X

Jobs X X

Know your customer – what’s your type?

Know your customer-- What’s your type?

Know your customer-- What’s your type?

Know your customer – what’s your type?

Complete this sentence…

My best customers are:

Middle-aged males who started their business more than 10 years ago who have less than 20 employees and don’t attend events but like to sit on committees and receive every newsletter we offer

Better than: General contractors

Even better - know your customers’ customer

Individuals

• Their customer is their employer • Advocacy to protect their industry

• Training to be a better employee

• Networking to get better jobs

Organizations

• Their customers are… • Buyers of their products and services

• Ever-improving employees

• Vendors with competetive pricing

• Strategic partnerships with other companies

Even better - know your customers’ customer

• What does your member need to compete?

• Do you provide it?

• What’s their customer expecting/demanding?

• How can you help?

• What products or services can you offer to bridge that gap? • For-profits need more customers, employees, vendors

• Gov’t Agencies need Advocacy, networking, employees, vendors

Sell what they need, not just what you have

• Create names for your top Member types to easily differentiate benefits • Access Member

• Visibility Member

• Advocacy Member

• Focus marketing efforts toward your top types • Newsletters and emails for each target type

• Every communication piece you have should have a target prospect type

• Curate your Buyer’s Guide • Know what your members look for

• Create value around your associate members list

Curate your Buyers Guide

Sell what they need, not just what you have

What’s the ROI for your member? • Visibility, Networking, Advocacy, $, Customers, Certification?

• Do you quantify it in any way?

ROI is not just for Renewals

2 Questions: We appreciate your feedback!

Thanks for joining us!