Do you know why members buy from you? What is it about your sales approach that resonates most with prospective members and what could be improved? Businesses, individuals, government agencies...no matter what types of members you sell to, every organization needs to understand exactly what motivates members to buy. Tao Stadler, Senior Membership Management Executive at WebLink International, shares how better understanding your members can help you redefine your approach and sell more memberships. In this presentation you will learn: - The questions to ask during the sales process, and what you really need to know about your members in order to sell more. - How helping your members compete and win in their businesses can drive results for your association. - How to determine member ROI and find the members who will provide greatest value to your organization.

1. Insert Title Page with Image

2. 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

3. About WebLink
•Association Management Software
•Website Design & Development
•Non-Dues Revenue Programs

4. 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

5. 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.

8. 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

9. Know your customer-- What’s your type?

10. 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

11. So many types of members… so many benefits
Small Business
Big Business
Governments
Non- Profit
Individual – Payer
Individual – Nonpayer
Services Providers
Networking
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Advocacy
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Access
X
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Discounts
X
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Education
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Employees
X
X
X
Visibility
X
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X
Certification
X
X
X
X
X
Credentialing
X
X
X
X
Jobs
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X

12. Know your customer – what’s your type?

13. Know your customer-- What’s your type?

14. Know your customer-- What’s your type?

15. Know your customer – what’s your type?

16. 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

17. 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

18. 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

19. 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

20. Curate your Buyers Guide

21. Sell what they need, not just what you have

22. What’s the ROI for your member?
•Visibility, Networking, Advocacy, $, Customers, Certification?
•Do you quantify it in any way?

23. ROI is not just for Renewals

24. 2 Questions: We appreciate your feedback!

25. Thanks for joining us!