This week JP shares insights gained from listening to his favorite podcasts and six steps to launching a new sales project.
Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
Today’s podcast covers two topics. The first will cover insights learned from listening to podcasts and the second will cover the steps to selling a new project – maybe a new prospectus, maybe a new membership category – I’ve got some thoughts on how to do that.
The Art of Discipline
There are five podcasts that I listen to on a regular basis – daily or weekly – depending upon the frequency of that podcast. Those podcasts are:
1. The Gary Vee Audio Experience about branding, entrepreneurship, and hustle.
2. To Sell or Die by Jeffrey Gitomer. This guy is hilarious and he’s great on sales tactics. Even if you’re not in sales, I’d listened to it because it’s that awesome.
3. Marshall Pruitt’s podcast talks about IndyCar racing and you know I love my fast cars!
4. In the Circle is about fastpitch softball. You know what I learned from it other than softball? I work with a lot of women and I value their opinions. By listening to this podcast, I learned a lot about communicating and working with the leading women in the industry.
5. Tim Ferriss’s two podcasts, The Tim Ferriss Show and Tool of Titans – in which he breaks down every chapter of his book by the same title. The chapter that really resonated with me this week was an interview with Jocko Willink, a Navy SEAL and a general badass. One of the points that he makes is that discipline equals freedom.
This led me to identify four areas of discipline for association executives that I think will help you be successful in the long term.
1. Members – or prospects – first. Their needs and objectives comes before the pitch or what the association has to say. We spend so much time talking about us, and not enough time thinking about them.
2. Prospecting. Allot time and activity each week on people or companies that you have never worked with before.
3. Renewal. It’s never a waste of time or money to develop intentional process on keeping a current customer, member, and sponsor. Identifying what they need, stay in touch, and observe them to see what they’re doing in the marketplace. Their desires and needs with you may change, however, if you’re not paying attention – and you don’t develop a discipline to revisit – you may lose them in the long term.
4. Action as a strategy. If you take extraordinary amount of action, you’re going to beat 90% of the organizations in the association game. I see it in sales and in consulting projects. If you continue to work and take action with a certain amount of speed and velocity, you’re going to wow your members and your customers.
Discipline equals freedom. What disciplines do you need for you, your association, or your business?
Selling New Projects
During one of our recent sales meetings, a question came up about the steps one needed to take when launching a new sales program for membership or sponsorships. Here’s how I would tackle it:
1. Create a plan. Spell out the sequence of events and the distribution of information. Selling a new program can be overwhelming and it helps to break it down into smaller chunks.
2. Develop a no brainer offer, an incredible incentive for people to buy. Even if they’re remotely interested, they’re going to listen.
3. Segment and build out a kick ass list. Too many times we fail because we’re in a rush to get product out the door and to start pitching that we forget who we’re really sending this to. Are they the right individuals? Is their information accurate?
4. Educate your segmented list about the offer and the incentive. The prospect may learn something new and you establish credibility in the process. You become the linchpin of this new program. Launch your new sponsor prospectuses by webinar and walk the prospects through the new inventory.
5. Set an expiration date for the offer. It’s not an incentive – or a no brainer offer – if it’s available forever.
6. Launch the new program again with a different sequence, offer, list, and expiration date. And then do it again and again.
That’s how you launch and sell a new sponsorship program, a new membership category, a new membership dues structure, or whatever it might be.
I hope these two very different stories are helpful to you and I’m so grateful if you would share this episode with somebody. Best wishes.
We hope you enjoyed this edition of JP Moery’s Association Hustle Podcast. We’d love to connect with you. Check out our blog at moerycompany.com and subscribe to our weekly newsletter. You can also connect with JP on LinkedIn and Twitter at @JPMoery, as well as The Moery’s Company’s Instagram and Facebook page. To purchase a copy of JP’s book, Association Hustle: Top Strategies for Association Growth, go to JPMoery.com.
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