Supplier members are really mad.

Well, not all the time.  But over the last few months we have made thousands of calls to supplier/allied/vendors, or whatever sub-membership term we give the folks that support meetings with sponsorships, provide membership dues relief to core member or put up a ten by ten booth at the association trade show.

Here is what they want.

One on one, eyeball to eyeball access to key clients.  And, be certain you are trying to bring the demographic the suppliers might need.  In some cases, C-suites aren't the buyers.

Unique information.  If the association can provide some market research or industry intelligence, the suppliers will flock to it.  These membership categories might even be willing to fund such information.

They want to be valued.  Ongoing communication is important, about their issues or priorities.  Many times as association's outbound dialogue with suppliers is only about sales.  You might be missing opportunities.

Finally, utilize the supplier members' expertise or innovations.  Depending on the industry, these companies are often the places where "new things" are happening in the marketplace.  Embrace them for sessions, roundtables, webinars, etc.

I believe suppliers could be a great place for association growth...find ways to make it happen.  Treat them for what they are, viable and important parts of your membership base.