Space

Association executives don't like sales. Sales people, sales campaigns - none of it.

We are not an "in your face,"  "let's make this deal today" type of industry. But our organizations do need resources, new members and upgraded business development tactics.

Prospects need "space," and so do we, to determine the real fit between association services and the prospective member. I recently read Barking up a Dead Horse and found Tom Batchelder's views very much in-line with the association industry. I encourage you to buy his book. After tweaking my approach, I've seen improved results for clients.

1. Find a fit...no stress.

I start with phrases such as ...not sure this makes sense, if this is a fit let's talk more, companies like yours are joining us for these reasons, etc. The language lowers traditional sales tension between the prospect and you.

2. Agree to the next step.

Set the criteria for the next step and get the agreement. After our conversation, I ask should we go to the next step? Or,"no thanks" - either answer is fine. Define the date and time for the next step. If your time prospect doesn't provide that commitment, it's unlikely they are doing the deal.

3. Move forward with confidence, control and courage. Get an answer.

Follow the agreed to steps for getting a decision. Associations are valuable service providers, but sometimes we are almost apologetic about asking for dues, sponsorships or other support.  Don't be. Invite a quality dialogue and if they don't keep their end of the deal regarding information, feedback or a decision - call them on it.

This email has worked wonders...

"You have not responded. I assume you have gone another direction or have been caught up in other projects. Either way, let me know."

Barking Up a Dead Horse...required reading for any association exec in business development.