Member value. Is it a challenge to “sell” your membership value to prospects? Are your current members engaged with your association or is it radio silence?
Here are 3 Tips to sell your member value internally (to current members) and externally (to prospective members).
#1 – To Sell Your Member Value, you need a Powerful Member Value Proposition
Many associations have a strong Member Value Proposition (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. Values resonate, they strike at people’s core. These days values are more important than demographics. For more on this see David Allison’s Valuegraphics. “Valuegraphics shows how you to understand, reach, and motivate your target audiences more effectively and efficiently.”
It must be on your website, in your marketing materials and on social media. Focus on “Values” not “on value”. Here’s an example. Your association has arranged a great discount for members on insurance (an old classic). The available discount covers 50% of membership dues – a no brainer, right? Simply put, that offer appeals to the people who value saving money, but if the member values supporting her family and her brother sells insurance, who is she going to buy insurance from? Your value offering is outweighed by her value set. You need to appeal to something else.
- 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. Give them information which supports their values. A value is neither inherently right nor inherently wrong. It is an individual or group’s perspective on a topic or issue.
- 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. This will take work, but you need to begin to identify and refine what your members value and make your association reflective of that.
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 (sell your Member Value), Zzeem can help. Find out more about the Member Value Toolbox.