Is it a challenge to “sell” your prospects on membership? Are your current members engaged with your association or is it radio silence?
Here are 3 Tips to sell your member value internally and externally.
#1 – Have a Powerful Member Value Proposition (MVP)
Many associations have a strong MVP but it’s not well-articulated. Getting there is a process. Your MVP is not the list of services that your association delivers. Instead, the MVP answers the question, “What’s in It for Me” (WIIFM) from the member’s perspective.
It must be on your website, in your marketing materials and on social media.
- MVP = WIIFM
#2 – Give Them a Reason to Read Your Communication
It’s difficult enough to get the attention of your members; harder still to get the ears of your prospects. Give them a reason to read your messaging. Focus on those MVP elements that deliver the most immediate results.
- Are any elements of your MVP quantifiable?
#3 – Get Support from Your Members
You may hire the most awesome salesperson on the planet, but there’s nothing more powerful than your members telling their personal story. Get support from your directors and other prominent members to reach out to prospects, and to both new and at-risk members. People want to be part of a group that has successful and influential members.
Record member testimonials and feature them in your marketing content.
- Who are your influencers?
Start with your MVP. Make sure it’s clear and compelling. Then build your marketing and sales strategy.
If you need a boost articulating your MVP and getting it out there, Zzeem can help. Find out more about the Member Value Toolbox.