A Fantastic Sales Tactic

Who Else Should We Talk to?

The best association executive I’ve ever been around was a master at business development.

He would close most meetings this way, “Based on what you have heard about this association and how we are helping businesses, who else should we talk to?”

With one question an endorsement was being asked, and a closing mechanism was being used.  I encourage you to build this into every business conversation.

Based on my experience, here is what happens.

1. They will give you a name – that is a serious prospect.

2. They will think about it and let you know – you’re never getting that business!

Workplace Flexibility + Empowerment + Transparency = Success

JP Moery

My philosophy has always been: “Work is what you do, not where you do it.”

During one of our recent morning “pep rallies,” Moery Sales Associate, Madeline Trabucco put forth to our staff a fascinating topic: “1) Why did you choose to join The Moery Company, and 2) Why do you stay?”

The answers were varied and very interesting, but the #1 thing that came back over and over – was workplace flexibility.

Employees are looking for the opportunity to keep their hours and come into the office when their schedule accommodates, but still be held accountable to a very high standard. Lives are much different than they used to be. We are not a homogenous group of people. We all have different priorities, different lifestyles, and different responsibilities outside of the office. Then, why do we have to all transport to the same location and the same time?

Workplace flexibility is the #1 thing to consider for your future workforce needs. And, those industries with workforce needs should really consider existing models.

The second part of the equation is empowerment. To ensure the success of this new workplace dynamic, responsibility and accountability is crucial.

Here’s why:  you’re not in the presence of employees daily. You’re not answering every question they have, and you’re not looking over their shoulder to ensure they do things right. Make yourself available to them as a resource, to be of counsel to them at any time, but be clear staff is accountable for business unit results.

Lastly – the overriding value guiding this workplace dynamic is transparency. Leaders should be open about organizational performance. What are the goals? I show my team the books. I share how we are doing financially, so they know and understand my business decisions and the various implications, which could affect their job.  And, everyone sees the impact of performance on the bottom line.

Ultimately, everyone feels connected to the success of the business – not just a cog in the wheel.

My experience is, if you offer flexibility and empowerment, with an overriding value of workplace transparency, you are absolutely on the right track. It’s the modern business model, and it works.

To further discuss workplace and communication strategies or other pressing association challenges, schedule a 15-minute complimentary phone call with me. I’d love to chat.

Has Complacency Become a Leadership Hurdle for You?

JP Moery

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As a leader, have you found yourself content with the status quo? Unwilling to make a growth change in your organization? Yes, you’ve had success in business – but hey, ask yourself, “What have you done lately?” When was the last time you ventured outside the comfort zone, took a risk? My guess, if this is the case it’s gnawing at you a bit. Time and again, I’ve seen complacency in leadership, which reverberates down to those you lead – and, this can be the decline of your association. If the people you lead aren’t pushing the envelope, how in the heck can your membership be fired up about what you’re doing?

Complacency stunts innovative energy, organizational growth, and can have a negative impact on your image as a leader – from your staff to your board – believe me, they’ve noticed. I’ve seen some very good executives out there that have an image or aura that they have played the last great game. It all comes down to you and your next move. The good news is, leadership stagnation can be overcome with some simple steps and a bit of initiative. Some things to consider to get a jump start:

Assess Your Leadership Muscle

Trace your career path – recognize the drivers that took you to the top in the first place. My guess is you took a risk, swam upstream or launched a breakout service. An honest self-assessment can quickly get you back on track. Replicate the characteristics needed during your most effective times.

Reconnect with Your Staff

This step is critical as staff will lose respect if your leadership muscles are in atrophy. One of the most powerful leadership tools can be weekly one-on-one meetings with your direct reports. These meetings should not be “weather reports” but equal parts of what the staff member’s needs are and your key performance areas for them. Listen. Hold yourself accountable and bring energy and passion to these conversations. When challenges are shared by staff, empathize and assure them you are in this together and charging ahead. By the way, ask your employees what they need from you as a leader. Again, weekly repetition is needed for optimum effectiveness.

Communicate over and over again

Be vulnerable and authentic that you want to revitalize leadership qualities. Be transparent about your efforts as this will rally the troops. Ask them to challenge you to address the best opportunities and the biggest challenges which must be solved. Update your staff on the progress made, and promise them your very best effort. These successes fuel your momentum and reinvigorate your staff.

The key is to consistently seek out the new challenge and forge ahead with a trusted team. Long-term success as a leader can be yours. Get moving.

If this content was meaningful to you, check out Hit the Reset Button or Life Hacks for Success in Business.

Keep Your Foot on the Gas

by JP Moery

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First quarter is about over. You’re into a business rhythm. You can see a nice upturn. But, don’t get complacent … Challenge your organization to be disruptive. Resurrect your creative appetite for new programs, intensive development and improvement.

This is the time of the year where the cadence of business becomes a bit repetitive and ordinary. I’m not really interested in that for your organization.

Here are three things to drive you through the next quarter. And, remember what racing legend Mario Andretti said, “If you feel in control, you’re not driving fast enough.”

1. Find the project where there was not enough bandwidth, budget or market research to launch a year ago … and, Go!

2. Look at your long-term goals and execute the efforts tomorrow.

3. Double your revenue goals on a particular initiative (conference registration, membership recruitment, etc.) and adjust your budget accordingly. Rally your team to go to a previously unmet, and perhaps unthinkable goal. Just think what will happen if you only get halfway to the objective – that’s 25% more than you may have ever anticipated.

Start today, not tomorrow.  As the old adage says, “Tomorrow is the Devil’s favorite word.”

My #1 Business Tip

JP Moery

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My daughter, Grace was home from college recently and we were chatting about business and some of things that make you successful. It heartens me that at her age – she has an active interest. But, from our conversation, one aspect came up that is so basic – you’re going to laugh. But, I’ve seen folks miss this consistently and I want to address it.

My #1 tip – RETURN PHONE CALLS. It’s that simple. This action contributes to the cadence of business and I absolutely guarantee you, if you consistently return calls, you will have more opportunities to work with people. Consistently returning calls (in a timely fashion) enhances your reputation and you will be known as a “go-to” person. Trust me on this.

I know some good people – excellent execs who are known as people who do not return calls. And, I know it’s cost them business. I also know someone else in the business who works hard and regularly returns calls – at like 5:35 pm. Now, he knows he’s calling at a time when folks won’t be there. He’s checking the “box,” with no intention of engaging you. Intent is really important here.

Return calls. Try to do so within 24 hours. With the variety of different methods to reach back out to people –  email, instant messaging, texts – any of these will do the job for you, but I can tell you this: the #1 tip to pass along to your colleagues, fellow business, owners, to your kids: Return calls! It’s a fundamental element of business that tends to be overlooked today.

Hope this is helpful. And, if you want to get in touch, give me a call. If I miss you – I’ll call you back.

If this content resonated with you, check out Life Hacks for Success in Business

How ‘Thank You’ Notes Have Changed My Life

JP Moery

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In the last few weeks, I’ve started writing a thank you note every day. I’ve been amazed by the effect on me.

In business, we can often get in a zone, or a roll, or have big mo and just move on to the next activity or sales presentation.  But, to pause and pen a note of thanks to someone who has helped provides an intimate opportunity to reflect.

The time spent writing can also cause me to experience gratefulness. Every “specialist” in the area of self-improvement like Tony Robbins mentions the importance of being grateful taking pen to paper is a way to show gratitude to other people on God’s earth. And, performed daily is just a wonderful experience.

So, if you get a note from me, please know I truly appreciate your help. But the process of reaching out in this way (and changing my life experience in the process) is what I’ve become increasingly thankful for.

If this content resonated with you, I invite you to read Life Hacks for Success in Business

Game Changer – Implementing the Power of Five

by JP Moery

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Early this year I was “firing up” about the prospects of 2018 – and, scouring my resources to find a new tactic which might add a gear to my productivity. Fortunately, I connected with @andyfrisella and his MFCEOProject – a series of advice podcasts and postings. Warning: Very explicit.

What resonated so much was his Power of Five concept. I’ll tell you about the impact, but to learn the details you might connect with his content. It happened for me this way.

  • List 5 actions to take every day. The same, non-negotiable actions – some personal, business, spiritual, etc. Write them down every single day.
  • Determine a Win or Loss every day based on completion of the 5 tasks daily. Write W or L on your action sheet.
  • After 21 days of consecutive completing a task it comes off the list. This action is now likely a habit.
  • Then, add a new task to the Power 5

Here are the results of this simple system in 16 days. 600% increase in my sales activity (and folks, trust me, I wasn’t sitting on my ass before) and a massive pipeline. Spiritual connection almost every day thru prayer and Scripture. Thought leadership posting up 500%. Increased workouts/physical activity.

And, this is with a “won/loss” record of 12-4.

An incredibly simple and powerful system. I hope you think about a similar launch program in your life, today!

Creating a Real Win-Win: Opportunities for Associations to Help Sponsors Become Thought Leaders

by JP Moery and Bob Buday

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Every association CEO’s No. 1 job is helping members be successful, whether they are companies banding together in a trade group or individuals convening in a professional society. As such, many association leaders are often asked to guard the sanctity of their members against heavy-handed sales tactics of vendors and sponsors. They keep sponsors on the sidelines at their conferences, relegate them to the advertising (not the editorial) pages of their publications, and block them out of planning those and other key association programs.

That’s understandable, and laudable when sponsor demands threaten an association’s integrity. But it’s also increasingly shortsighted and fundamentally misses a tremendous opportunity. Keeping vendor members on the sidelines is a black-and-white stance that precludes associations from fully tapping the expertise of sponsors and vendor members. If your vendors’ expertise is developed, packaged and presented in educational (not blatantly self-promotional) ways, it can be extremely helpful to your mainstream association members.

Doing that means helping association sponsors and vendors to be viewed as thought leaders –i.e., as experts in their domains who can help members solve pressing business problems.

While such expertise can be valuable to many association members, it can also provide associations with a new revenue opportunity that most haven’t tapped: providing services that turn vendors into thought leaders. Becoming a popular thought leader (as Bob’s company has found with professional services industry clients) doesn’t happen overnight. It doesn’t occur by simply telling people to write articles, speeches, books, and blog posts.

People and firms with knowledge become recognized thought leaders only after extensive efforts to codify, package and display their expertise. It happens only after they capture the impact of their expertise on customers (to prove its value), when they can explain their expertise in language the target audience can understand, and when they take it to market through speaking presentations, white papers, blog posts, research reports, books and other educational formats that don’t appear at all to be marketing.

We believe that turning vendors into thought leaders is a major opportunity for associations. Because they historically have played a crucial middleman between members and sponsors, associations have a unique chance to turn their sponsors into thought leaders. That, in and of itself, could be a sizable revenue opportunity for associations because they are well-positioned to offer such services to sponsors, for three reasons:

  1. Associations are highly trusted by their members. They act in their members’ best interests and advocate for them. Thus, when associations open their channels to sponsors that the associations have helped turn into thought leaders, those sponsors become strongly connected to associations and to their member constituencies.
  2. Associations provide the means for effective research focus groups: Sponsors can get quick feedback on their messages from a select group of association members, which allows those sponsors to make rapid and necessary refinements before going mainstream with those messages.
  3. Associations enable sponsors to present their expertise in the most effective channels for thought leadership marketing: conference and seminar presentations. Bloom Group’s 10 years of research on the effectiveness of thought leadership marketing channels consistently shows that conference presentations are the best way to generate leads and market awareness for a firm’s expertise. Close behind are editorial publications, which many associations also issue to members. What’s more, the development of live streaming and broadcast presentations provide even more channels to deliver vendor thought leadership content to members who can’t attend an association event.

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Associations that turn their sponsors into thought leaders generate value for both members and sponsors. They give sponsors speaking slots of conferences because they know their insightful speeches will go over well. They give vendors editorial opportunities in their publications because their articles provide big insights and useful case studies.  And they permit vendors to show off their expertise in other association programs because they know members will welcome it.

However, the assistance an association provides to vendors to become thought leaders must be the starting point. Associations with programs to do this can transform sponsors’ sales pitches into valuable educational advice for association members on how to solve their business problems. Vendor conference presentations, briefings, articles and sales meetings shift from blatant sales pitches that turn off members into educational content that appeals to members who are hungry to learn from their peers.

Associations that don’t do this are leaving big money on the table: preventing sponsors from becoming thought leaders to their members. We fully understand the reluctance of association CEOs and their teams. But we also believe that there are effective ways to satisfy both side’s goals – your members’ interests in learning, not being pitched, and your sponsors’ need to communicate their value to your members. One goal doesn’t necessarily have to be in opposition to the other.

Let’s examine the opportunities for associations that can turn sponsors into thought leaders – opportunities for your members, your sponsors, and your association.

The Historical Member-Sponsor Divide

The best member-driven associations have historically resisted pressures from companies that sell products and services to their members even if those companies are paying big fees as vendor sponsors. JP knows from his experience in leadership positions at the U.S. Chamber of Commerce and the American Trucking Associations, and from his work at The Moery Company. Perhaps afraid of appearing weak, many association leaders have created hard-and-fast rules about how vendor members can play:

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  • Confining them to the exhibit hall booths
  • Barring them from serving on the conference committee
  • Preventing them from taking key speaking roles at high-profile, and even very targeted, conferences
  • Keeping them out of association publications other than to advertise
  • Or even worse, limiting their participation as a member altogether

The most frequent request by vendors of association leaders is getting speaking roles at conferences. This is frequently rejected by associations, which seem shackled by their perception of vendor presentations as pure sales pitches. Indeed, association leaders who cave into such demands can begin a slippery downward slope with vendor members calling the shots and dictating an association’s programming. If you don’t help vendors turn their pitches into thoughtful content, you will become the forum everyone wants to avoid. Sponsors will come to the podium and make presentations that are totally tone deaf to the objectives and cues of the meeting.  JP has seen them … hell, he’s been forced to put them on the agenda!

But it doesn’t have to be this way. You shouldn’t allow vendors to pitch their offerings in conference presentations. That reflects poor event planning. However, if an association can work with vendors on their presentations and make them highly educational about some problem of members and a better way to solve it, those presentations are likely to be met favorably by members.

Think of it another way: Associations are willing to pay premiums – tens of thousands of dollars – to name-brand speakers who don’t have a clue about an association’s industry and the way it works – just to avoid having the companies that are closest to them (which include vendors) participate. That doesn’t make sense.

Why Vendor Pressures are Unlikely to Recede

If you believe that globalization, Internet competitors, and institutional investor pressures will only increase in the years ahead, then you should also assume that vendor sponsors will place increasing demands on associations to get in front of their members.

That only makes sense. Sponsors recognize the importance of associations, especially in B2B sectors, as a key channel to sell their products and services.

Many B2B companies – both product and service firms – recognize the need to sell not only their offerings but also to communicate the expertise they’ve collected about their offerings: i.e., the customer problems their offerings address. There’s no better evidence of this trend than how B2B companies have embraced of “The Challenger Sale” concept. The concept came out of research from the Corporate Executive Board (CEB), now part of research powerhouse Gartner. The first book in their series was a bestseller. CEB studied hundreds of B2B salespeople through the eyes of their sales managers and compared the most effective salespeople to the average performers. The key trait of the best salespeople was their ability to challenge the customer’s view of his problem – to redefine the problem, and then offer their firm’s unique solution to it.

The Challenger Sale concept calls for B2B salespeople to be considered industry thought leaders by customers, not as salespeople who focus on product features and benefits. In this light, it’s no surprise that many association sponsors want to be viewed by members as thought leaders at association events and in association publications. We believe this helps explain why so many association leaders are getting pressured by sponsors to play bigger roles in their programs.

But we also believe the best way for association leaders to deal with it is not to oppose it, but to actually welcome it – they can create a win-win-win for their members, the sponsors, and the association.

JP once spoke with one of the world’s largest and best-known companies. The only association programs this company supports are those in which its people are permitted to deliver thought leadership content to high-ranking executives. That is their only game. If associations don’t grasp that idea, the potential sponsorship revenue will walk.

The result of placing such restrictions on vendors? They will run their own meetings or events in your venue, gathering and hosting at the hotel bar. Don’t be mistaken: They will fill the void you are creating by not providing a solution to their business objectives. Far better to help vendors become thought leaders through your help and your programs.

The question more and more for association leaders is not whether they can help sponsors turn into thought leaders, but how – and how to profit from it. In the following section, we’ll discuss how to do so.

Turning Vendors into Thought Leaders

From Bloom Group’s work over the last 20 years in turning B2B companies into recognized thought leaders (especially professional services firms such as consultancies, IT services, accounting, architecture and law firms), we see five foundational elements for associations that want to do the same for their vendor members.

  1. Help vendors create a thought leadership strategy to determine where to focus content development and marketing resources. Such a strategy will identify which problems of association members a vendor wants its thought leadership marketing campaigns to focus on over the next 12 to 18 months – i.e., which topics (which are big problems of association members) it wants to “own” and shed light on. For example, a manufacturer of construction equipment and an association of construction equipment users might decide there are two topics for that manufacturer to cover in its thought leadership campaigns: construction site safety and theft. Thought leadership campaigns are far more effective when they drill deep on an issue and shed new light on it, and when the presentations, articles, blog posts, research reports and other content formats all focus on the same issue(s). That helps association members gain deeper knowledge from the vendor than if that vendor covered 12 topics superficially in a year.
  1. Set quality standards so that vendor presentations, articles, research studies, blog posts and other content are useful and insightful for members. Bloom Group’s research has found that the most successful practitioners of thought leadership create content that excels at eight criteria: novelty, relevance, depth, evidence, coherence, practicality, rigor and clarity. The exceptional insights their content offers (articles, research studies, conference presentations, books and other thought leadership formats) are a big reason why they generate leads and revenue from thought leadership that far exceeds the investment in content and marketing.
  1. Help vendors codify, develop and capture their thought leadership content in speeches, articles and other writings and presentations through a structured process. Bloom Group has found that the core skills to do this – idea development and writing – don’t exist at the quality levels that they need to be in most B2B companies outside of the largest consulting firms (e.g., McKinsey, Bain, and Boston Consulting Group). (And even those firms tap outsiders for those skills). Exceptional thought leadership content development skills are rare today. Associations that want to play in the game of turning sponsors into thought leaders must tap into those with the skills (or hire them outright). Additionally, since association members love hearing about best practices from their peers, vendors need to help their best customers capture their best practices in using their products. The most believable conference presentations are best-practice case studies by a vendor’s happiest customers.
  1. Determine the optimal marketing mix of thought leadership content for the vendor to use in the association’s programs (and outside of the association’s programs if a vendor asks for that advice) – and, then help execute it. For example, thought leaders are better off publishing articles, blog posts and using other “one-directional” communications before they do public presentations on that content. The reason is that audiences prefer to read new ideas for the first time, rather than hear or see them “on stage.” Articles that resonate can then generate more conference attendees who want to hear and see the authors do presentations. All to say, a thought leadership campaign must be carefully orchestrated, with certain activities (e.g., blog posts, self-published articles, articles published in leading publications, social media) happening first, second and third — long before the audience hears the conference presentation versions of them. Associations that can help their vendors execute these campaigns (i.e., ghostwrite their blog posts, articles and conference presentations, design and execute research studies with members, etc.) will provide additional high value to the vendors that can’t manage these activities with excellence.
  1. Require vendors who ask to be turned into thought leaders to become association members, not just advertisers. Helping a sponsor turn its people into thought leaders is a major effort. It requires a close partnership between an association and its vendor members, and a major investment by the vendor in the association that offers to work with it in this manner. It’s a long-term play for vendors – and, for association leaders – who want a win-win-win for all three parties. That’s membership value at its core, and a benefit many vendors have never been offered. In this increasingly competitive market, we believe it’s a tremendous advantage to offer.

These five elements are the underpinnings of highly effective thought leadership programs run by associations. There are other services that associations could offer if they want to play an even bigger role in the success of vendors’ thought leadership programs. For example, one of them is helping get a vendor’s salespeople well-versed in the thought leadership content of their company’s authors and presenters and trained on how to engage association members with that content.

Associations that can regularly and reliably turn sponsors into thought leaders will not only generate substantial value for their members (vendors that become more effective at solving their problems), but for their sponsors as well (being seen by members as leading experts in their domains).

These associations will generate new income from making this happen. What’s more, they’ll create a competitive advantage for themselves over other associations – one that will grow especially important during economic times in which members and sponsors are focusing their investments on fewer associations.

JP Moery is Founder and President of The Moery Company, a consulting firm focused on helping associations grow membership, sponsorship and other revenue resources. The firm is headquartered in Alexandria, Va.

 

 

Bob Buday is a Founder and Partner of Bloom Group LLC, a Boston-based thought leadership marketing consultancy.

 

 

 

 

 

The Dangers of December

JP Moery

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December really is like August for me – both are months in which business traditionally tends to slow down, but I view them as opportunities to do some of your best work. However, the December “danger” is not executing or making poor business decisions, which may cripple your business for the next year.

December pipeline deals can close faster with end-of-year budget money available; and, that’s great. But the challenge stems from a desire to meet our business goals and manage the client’s urgency to buy. And, very often, the details aren’t vetted.

That all-important attention to detail, which takes tie and frustrates us the other 11 months of the year – seemingly fades in December. But, take my advice:

  • Be clear on project expectations and timeline.
  • Nail down billing cycle details.
  • Conduct due diligence to learn if the partnership is truly a fit.  Trustworthy? Credible? Good partner?
  • Ensure the end-result of the project provides a solution to your client’s problem.
  • In December, work hard, remain vigilant on the specifics and finish strong.

Enjoy the holidays!

For more content on business in December – check out Tips for Success in December

Fired-Up Friday & Your Quest for Success

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Three things to remember regarding your quest for success:

  1. Fear robs your potential.  It keeps you from asking for the deal, getting the information needed to deliver, meeting the person who can make a difference in life or you just don’t even try.  Kick fear in the teeth!

Whenever you feel fear…do exactly what you are afraid of.  You will reap the benefits!

  1. The street of results is paved with ridiculous amounts of action.  Every time I have reached an unprecedented success, it is because of breaking previous records of activity.

Every Friday your competition is late to the office, reading the paper or knocking off early.  Buck the conventional, make today your most productive.

  1. Ask this question right now.  “What is the most important thing I can do right now to accelerate success in my life?” Do it… Now.

Heck, now I’m even fired up!