Can the person in charge of member recruitment tell you how much it costs to join your association? I had an experience with a group recently, where the answer was no; primarily, because there is more than one answer based on your dues structure and not knowing the “cost of membership” puts folks selling association membership at a major disadvantage.
The cost is based on your dues revenue and it often seems these figures are generated in a secretly disclosed location – plugged it into some kind of formula and kicked back out to you. Not good and not easy to go to market with. It’s a hard sell. So, here’s what I’d recommend:
Go into your membership database and sort every member by their membership dues and category. Often what we see is an association with twenty different membership tiers. The fact is, 90% of of your members fall into about three of those tiers. Once you see it you get the opportunity to simplify those tiers – price them accordingly – and, go to market.
This is not a mystery. You must have a methodology in place that’s simple because association sales people have very little time – a narrow window if you will – to close the deal.
Here’s the process:
#1 Schedule a call
#2 Ascertain what they need from the association, and
#3 Send them information.
To help with the sales process, we need simplicity in our messaging and it goes something like this: “Here are the solutions we can provide for your company based on the problems you need to address and to solve, or the opportunities you seek – and, here’s how we can help you take advantage of the opportunity. Furthermore, here’s how we can help you from the bad guys trying to close your business down.
“Here’s how much it costs. Would you like to join?”
Successful membership sales follows a sequence so it’s essential to simplify your pricing – simplify your narrative, the value proposition, and the way you go to market with your prospects.
Your priority is to address your dues levels. These continue to be archaic and are irrelevant today – take this opportunity to modernize them! Review your data to see which buckets your members fall into.
I hope this content has been helpful. For a new and comprehensive resource on association growth, my first book, Association Hustle is now available for purchase.
Reach out to us today if you would like for us to review your association’s membership program, and provide you with additional bandwidth to sell it!
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