“We really don’t need anyone selling for us. No one knows our association like we do… How could you really speak on our behalf when you don’t work here?”
At The Moery Company, this is the most common objection we hear when in discussions on our sales and consulting services.
“No one knows our association like we do.” The fact of the matter is, it’s a fundamentally true statement. But, the most important part of the statement is first, no one knows.
My experience is most associations are not engaging enough prospects through a consistent and ongoing basis to make a difference. The population outside of your current sphere isn’t engaged with you. Here is how to fix that:
- Establish an ongoing campaign of direct contact – yes, someone will need to pick up the phone.
- Develop automated email efforts, which consistently provide thought leadership. Surely you have the content.
- Showcase issue specialists in face-to-face meetings, on-line briefings or live video.
These techniques can spread your message effectively.
Then, consider this.The problem doesn’t lie within how much you know about your organization or the issues it covers; the challenge is your ability to find opportunities to listen to the prospect – by monitoring the three tactics above.
I spent years floundering in sales because it was all about what I was selling – the benefits of membership if you will. And the fact is most prospects out there today don’t care about your benefits. They care most about the problems your association might fix for them…or the company.
So, knowing your association is actually not the problem at all. Providing the differentiated information and figuring out how it helps them…that is your recipe for success. And, the folks most capable of doing that may not be on your staff…just sayin’.
The Moery Company has sold millions of dollars in revenue for the nation’s top associations. This is what we do. Our sales team is dedicated and excellent, and if you give us 5 to 10 minutes to introduce ourselves and the opportunity to listen to your organizational challenges, you may just find we are a good fit for you. Let me know if you’d like to talk – firstname.lastname@example.org.
Added content – Selling Memberships The Moery Way