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Thanks so much for&nbsp;<a href="https://www.answers.net.au/member/question/5296003-looking-for-some-feedback-on-other-associations-approaches-to-membership-sales-and-growth" data-mce-href="https://www.answers.net.au/member/question/5296003-looking-for-some-feedback-on-other-associations-approaches-to-membership-sales-and-growth">this question</a>&nbsp;in the Answers community after last week’s article which inspired today’s message&nbsp;…When looking to grow your association’s revenue do you go out and hire a sales professional to get the money rolling in? Or do you get everyone on your team selling the dream?It’s a classic debate between putting one person in the driver’s seat or getting the whole crew to on-board. Both options have their pros and cons – and it’s certainly not a one-size-fits-all decision. Here are a few things to consider:The Role of a Salesperson.Think about hiring a professional salesperson as hiring a sniper – someone who’s good at finding and making sales fast. They know how to answer questions, guide people through the signup process, and get the job done quickly.Beyond just speeding up revenue generation, a talented salesperson can bring other benefits to the table. They’re often experienced with CRM systems, able to segment potential leads, and can tailor their approach effectively. Plus, a dedicated salesperson frees up other team members to focus on their core tasks, making the overall operations more efficient.But there are risks. While a salesperson can quickly rack up sales numbers, they might focus too much on getting “the sale” at the expense of long-term relationships. This could translate to high member turnover rates down the line. And, hiring a skilled salesperson comes with a cost—salary, commissions, and maybe even a sizeable budget for wining and dining potential high-value prospects. Other staff can feel resentment at this expense – particularly if their incomes are significantly less.The Power of an Embedded Sales Culture.Imagine if everyone in your team became a sort of mini-salesperson. From the front desk to the CEO, everyone knows what your association offers and can chat about it comfortably. This isn’t just about selling; it’s about creating a sense of community. That way, your team can leverage their own unique skills to connect with new members on a more personal level.This approach isn’t just about increasing revenue; it offers broader benefits that touch different aspects of your association. For instance, a cohesive sales culture can serve as a built-in customer retention mechanism. When every team member is a brand ambassador, the quality of interactions with members usually improves, boosting retention.Additionally, when everyone is involved in sales, they also become more engaged in their other roles. It adds a sense of collective ownership and purpose, which often leads to an increase in overall job satisfaction and productivity.But there are risks. A culture focused on sales can sometimes lead to inconsistent messaging if not managed carefully. Each team member might bring their own ‘flavour’ to the sales pitch, potentially diluting the core value proposition of the association. Also, training an entire organisation to adopt a sales mindset can consume considerable time and resources.Sometimes, emphasising a sales culture can inadvertently take focus away from other key operational areas. When everyone is responsible for selling, who’s left to innovate or manage existing programs effectively?The Hybrid ApproachDo you really have to pick one over the other? Can’t you have your cake and eat it too?The answer is yes, you absolutely can. A hybrid approach lets you enjoy the strengths of both strategies while compensating for their weaknesses.Have a dedicated salesperson for the heavy lifting and everyone else contributing to the sales culture. This way, initial inquiries are dealt with quickly, and all other interactions provide added value.How Does a Hybrid Approach Work?First, consider that a dedicated salesperson is like your striker — quick on their feet, making those important plays. They’ll handle the initial inquiries and get prospects across the line.&nbsp;(I don’t usually use sports analogies but the Matildas have inspired me).&nbsp;On the other hand, an embedded sales culture is like your team’s overall fitness — it keeps the engine running smoothly. Every touchpoint, whether a conference, webinar, or even a newsletter, becomes a sales opportunity. This ongoing commitment to sales and community is essential for long-term growth and member engagement.Implementing a hybrid approach requires:&nbsp;<ul><li>A Considered Strategy: Have a strong strategy that resources regular training sessions and workshops for the team. Your leaders must walk the talk, encouraging the team to live and breathe this sales culture.</li><li>Strategic Division of Labour: Allocate specific tasks to the salesperson, such as following up on leads and managing enrolment. Let the rest of the team focus on value-added interactions, like member engagement and community building.</li><li>Regular Coordination: Keep lines of communication open between the salesperson and the team. Regular meetings ensure everyone is aligned with the membership growth objectives.</li><li>Cross-Training: Even if you have a dedicated salesperson, cross-train other employees in basic sales techniques. This enables team members to step in during busy times or to provide a more personalised experience when the opportunity arises.</li><li>Monitor and Adjust: Continuously track the performance metrics of both strategies. Are you seeing increased engagement from one particular aspect? Or perhaps better first year retention rates? Use this data to tweak your approach accordingly.</li></ul>The hybrid model isn’t a one-size-fits-all answer, but it can provide the flexibility to draw on the best aspects of a dedicated salesperson and an embedded sales culture. You get speed and efficiency along with a deeply ingrained sense of community.If you have any questions you’d like me to answer in a future&nbsp;Association Insight, please email&nbsp;<a href="mailto:belinda@smsonline.net.au" data-mce-href="mailto:belinda@smsonline.net.au">belinda@smsonline.net.au</a>&nbsp;or tag me in an “<a href="http://www.answers.net.au/" data-mce-href="http://www.answers.net.au/">Ask the Community</a>.

Sales … whose job is it?

Bar chart showing sales growth on blackboard, successful business concept

Do you believe people are better off as members?Do you believe members are better off if they are engaging with association offerings?If so, then an effective sales process should be regarded as critical for success.And let’s be clear. I’m not talking about the hard-sell, high-pressure type of sales techniques that have given the function a bad name.In associations, the sales process should be relationship-driven and highly personalised. It’s about connecting people with the solutions they need.Of course, it also carries the added advantage that it generates revenue. And (much as we may not like to admit it) having cash is great … particularly when it comes to paying the bills.But sales can be scary. Particularly for those who have internalised the negative stereotypes.And this can be dangerous for an association.Often associations with a great offering struggle to generate revenue because they lack a sales function.High performing associations use the full range of sales pathways to maximise opportunities to deliver member solutions and drive revenue. These include: marketing automation, internal transactional salespeople, internal high-value salespeople, email, and direct mail. (Let me know if you’d like me to write an e-news covering these in more detail)Of these, the most formidable tool remains personal sales. The more of your staff team who have the skills and motivation to engage a sales mindset, the more successful your association will be.To do this requires establishing a relationship-driven sales culture across your entire team. Here are a few ideas to build a sales culture in your association:<ol><li>Provide Training: Offer training sessions that emphasise relationship-building, listening skills, and understanding customer needs. Equip your team with the tools to approach sales in a way that aligns with your association’s values.</li><li>Set Clear Goals and Expectations: Create measurable goals that reflect the purpose of the association. Staff should know what’s expected of them and how it ties back to the association’s overall objectives.</li><li>Connect Sales to Purpose: Clearly outline how sales connects to the positive impact your association is making on members. Shift the focus from selling products to building connections, and make sure everyone understands.</li><li>Celebrate Success: Acknowledge and reward success in building relationships, not just closing deals. Recognise efforts that embody the association’s values in sales.</li><li>Encourage Collaboration: Foster a collaborative environment where team members can share ideas and support each other. A collective effort often leads to more creative and effective strategies.</li><li>Provide Support and Resources: Ensure that staff have the resources and support needed to succeed. Whether it’s technology, time, or guidance, having the right tools can make a significant difference.</li><li>Lead by Example: Leadership should embody the sales culture you want to instil. Show genuine interest in members and their needs, communicate openly, and build relationships, setting the tone for the rest of the team.</li></ol>By embracing these strategies, an association can create a sales culture that delivers greater value for members and increases revenue. It’s a strategy that requires investment in both time and mindset, but the payoff is a more engaged membership and a resilient, thriving association.At SMS, we run in-house sales training workshops to upskill and motivate your teams. Please contact Julian@smsonline.net.au if you’d like more information.

Sales is not a Dirty Word: Instilling a Sales Culture in Your Association

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ChatGPT is enabling people around the world to increase their productivity and streamline their operations. Associations are finding many ways to make the most of this versatile tool to optimise their operations, enhance member experiences, and drive their success.In advance of our&nbsp;free&nbsp;<a href="https://us02web.zoom.us/webinar/register/WN_ODNL7s_NQJKzzEbVU4k9FA" data-mce-href="https://us02web.zoom.us/webinar/register/WN_ODNL7s_NQJKzzEbVU4k9FA">ChatGPT Skills for Associations Professionals live demonstration webinar</a>&nbsp;running on Thursday 7 September, here is a list of the&nbsp;10 most common ways associations are already using ChatGPT …Create Compelling Content Quickly.ChatGPT’s ability to generate content rapidly is helping associations produce copy for emails, website content, and e-news content. By inputting prompts and guidelines, associations are creating engaging and relevant materials without spending excessive time on the writing process.Enhance Sponsorship Outcomes.Identifying potential sponsors is a critical aspect of association growth. ChatGPT is helping associations to identify potential sponsors based on predefined criteria. Additionally, the model is being used to draft sponsorship proposals and communications, ensuring associations present a compelling case to potential sponsors.Personalise Communications.Associations often cater to diverse member segments. ChatGPT is helping associations to personalise content by crafting tailored messages that resonate with specific market segments. By inputting information about the target audience, the model is generating content that addresses the unique interests and needs of different segments.Amplify Conference Content.Associations are using ChatGPT to convert conference session transcripts into articles and other content. Associations can transform spoken presentations into written materials, allowing them to extend the reach of valuable conference insights and knowledge to a wider audience beyond the actual event itself.Enhance Member ServiceAssociations are deploying chatbots powered by ChatGPT to provide round-the-clock assistance and support to members. These AI-powered bots can answer frequently asked questions, guide members through processes, and offer immediate solutions, enhancing the overall member experience.Improve Research OutcomesAnalysing research data and focus group outcomes is a time-consuming task. ChatGPT is helping associations accelerate the analysis process by reviewing the data, identifying trends, and summarising key insights. This is enabling associations to make informed decisions and refine their strategies more effectively.Cheaply Create Quality Training VideosVideo content is a powerful medium for conveying information. ChatGPT is helping associations to generate short training videos by providing scripts and content outlines. This cost-effective approach can help associations create informative and engaging training materials.Member Engagement AnalysisData analysis is crucial for understanding member behaviour and engagement. Associations are using ChatGPT to process large volumes of data, identify trends, and highlight opportunities for improvement.Streamline Event PlanningPlanning association events involves coordinating various logistics. ChatGPT is helping associations to generate event agendas, outline schedules, and even to generate innovative event ideas. This streamlines the planning process, ensuring successful and well-organised events.Language LocalisationFor associations with a global reach, language barriers can pose challenges. ChatGPT’s translate functionality is helping associations transcend those barriers and communicate effectively across different languages and cultures.Want to explore how ChatGPT can help you?&nbsp;Check out our Regular AI specific updates&nbsp;– For the latest AI news join our “<a href="https://www.answers.net.au/member/group/ai-discoveries-and-updates" data-mce-href="https://www.answers.net.au/member/group/ai-discoveries-and-updates" style="font-family: inherit; font-weight: inherit;">AI Discoveries and Updates</a>” group in the Answers for Associations Online Community. New information is coming out daily and this group provides the insights you need know to stay ahead of the curve.

10 Ways Associations Are Using ChatGPT

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There has never been more competition for a share of your members attention or wallet. This makes it crucial for associations to deliver a personalised and compelling value proposition that creates a significant impact.Achieving this goal requires a deep understanding of what members find important and how they perceive the association’s effectiveness in those areas. These two elements, though closely related, are distinct and carry significant implications for strategic planning and membership value.Importance: What Matters to MembersThe importance of a particular aspect of an association’s work reflects what members value most. It could be advocacy, education, networking opportunities, or any other core function. Understanding what is important to members helps in aligning the association’s goals with member needs and expectations.Effectiveness: How Well Are We Doing It?Effectiveness, on the other hand, is a measure of how well the association is performing in areas that members deem important. It’s not enough to focus on what matters to members; associations must also deliver on those expectations. Assessing effectiveness provides insights into areas where improvements may be needed, ensuring that resources are allocated where they will have the most impact.The Benefits of Understanding Importance vs EffectivenessThere are many benefits to gaining an understand of these perspectives including:<ul><li>Strategic Alignment: By understanding both importance and effectiveness, associations can create a roadmap that aligns with member priorities and ensures that efforts are directed towards areas that will yield the greatest satisfaction and engagement.</li><li>Resource Allocation: Knowing what members value and how well the association is delivering allows for more informed decisions about where to invest time, money, and effort. This ensures that resources are used efficiently and effectively.</li><li>Member Retention and Growth: Members are more likely to remain engaged and loyal when they see that the association not only understands what is important to them but also excels in those areas. This, in turn, can lead to growth in membership as satisfied members become advocates for the association.</li><li>Continuous Improvement: Regularly assessing both importance and effectiveness fosters a culture of continuous improvement. It encourages associations to keep a finger on the pulse of member needs and to adapt and innovate as those needs evolve. Effectiveness figures can be utilised to set measurable, time-specific KPIs.</li></ul>Generating Importance vs Effectiveness InsightsA stakeholder survey is an indispensable tool for understanding what those in your target membership segments, – including current, past, and never members – find important and gauging how effective they perceive your association to be.This broader approach ensures that the full spectrum of insights is gathered, reflecting the diverse needs and expectations of different market segments. When filtered correctly, the data can identify the distinct value sought by different segments and shed light on factors contributing to success or challenges.Done correctly, your survey is more than just a data-gathering exercise, it is a strategic instrument that informs decision-making, enhances member engagement, and contributes to the continuous improvement of the association.Conducting such a survey requires a strategic approach, focusing on three key areas:<ul><li>Asking the Right Questions: Crafting questions that are relevant, clear, and unbiased is essential to eliciting meaningful responses. The questions should align with the association’s goals and the specific information needed from different stakeholder groups.</li><li>Promoting Effectively to Maximise Quality Responses: A well-planned promotional strategy ensures that the survey reaches as many targeted stakeholders as possible. Using various communication channels and engagement styles can encourage participation, leading to a more representative sample.</li><li>Interpreting the Data to Create Practical Insights: Beyond mere data collection, the analysis must be conducted in a manner that generates both actionable insights and practical recommendations.</li></ul>Need help?At SMS, we often help clients with this type of survey. This includes support to create a compelling survey, plan your survey marketing, and deliver practical results you can immediately apply. If you’d like more information on how we can assist, please email&nbsp;<a href="mailto:belinda@smsonline.net.au" data-mce-href="mailto:belinda@smsonline.net.au">belinda@smsonline.net.au</a>.&nbsp;

Importance vs Effectiveness Data: The Pathway to a Compelling Member Value Proposition

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Well constructed insurance programs enable associations to deliver a valuable benefit to members while generating a strong revenue stream for their association. Here are a few steps associations can take to maximise the success of their insurance program:&nbsp;Understand the insurance needs of your membership.Understand the needs and demographics of your membership to ensure that the insurance program is tailored to their specific needs. For example, an association for small business owners will need to offer different types of insurance coverage than an association for healthcare professionals.Negotiate favourable a great deal for your members – and your association.Work with insurance providers to negotiate favourable coverage and pricing for your members. Ensure you build in a revenue stream for the association on new and renewing policies, as well as appropriate marketing support.Communicate the benefits to members.The benefit of these programs isn’t just great pricing. Clearly communicate the benefits of the insurance program to members to ensure that they understand the value of the coverage and how it can protect them and their businesses. Use case studies and examples to illustrate the value of the coverage you are offering.Monitor usage and satisfaction.Regularly monitor usage and satisfaction with the insurance program to ensure that it is meeting the needs of the association and its members. This could include gathering feedback through surveys or focus groups.Review and update coverage.Regularly review and update coverage to ensure that it remains relevant and meets the evolving needs of the association and its members. This could include adding new coverage options or adjusting existing ones. It should also address emerging areas of interest, for example the emerging need for associations to have comprehensive cyber insurance.Educate members.Educate members on the importance of insurance and how to make the most of their coverage. This could include offering resources or training on topics such as filing claims or choosing the right coverage.Speaking of great association insurance programs, Answers for Associations has partnered with KBI Insurance to create an awesome insurance package tailored specifically for Australian associations. &nbsp;They offer excellent coverage at competitive rates on solutions including Directors &amp; Officers, Employment Practices, Crime, Statutory Liability, and more.&nbsp;If you are interested in an insurance offering for your members – or reviewing the insurance coverage for your association –&nbsp;<a href="https://kbigroup.com.au/what-we-do-service/association-insurance/" data-mce-href="https://kbigroup.com.au/what-we-do-service/association-insurance/">check out their website</a>&nbsp;for more information.

Maximising Association Insurance Program Success

A few weeks ago, we presented our&nbsp;<a href="https://uploads.commoninja.com/pdf_gallery/1698639170111_WHITEPAPER_-_Navigating_the_AI_Revolution_June_2023.pdf" data-mce-href="https://uploads.commoninja.com/pdf_gallery/1698639170111_WHITEPAPER_-_Navigating_the_AI_Revolution_June_2023.pdf">Navigating the AI Revolution: The Impact of AI on Associations and the Sectors they Represent</a>” webinar and presented on AI at the Association Leaders Retreat. We’ve had a fantastic response and it’s not surprising – AI is about to transform the world in ways we can only begin to imagine. Here are the main takeaways from these sessions:AI is Inevitable, and Change is ImminentArtificial Intelligence is about to revolutionise our world. A June 2023 report by McKinsey &amp; Co. estimated that between 2030 and 2060, up to half of today’s work activities could be automated.AI’s is on the verge of changing our world in ways we can scarcely imagine. We are at the crossroads of unprecedented possibilities and challenges for our associations – and the sectors we serve.For better or worse, we cannot stop it coming.&nbsp;The Impact of AI on WorkAI’s impact stretches far beyond automating repetitive tasks and will profoundly influence knowledge work across various professions.Many sectors will benefit substantially from AI’s transformative power, including manufacturing, autonomous vehicles, education, healthcare, agriculture, and customer service.However, professionals within these sectors may encounter greater difficulties as AI advances. Technology, media, legal, market research, finance, design, and customer service are expected to be most rapidly affected.Amidst this shift, new professions are emerging, such as AI development, ethics, data handling, and operations being just a few examples of professions needing an association to represent them.The advent of AI presents a dual challenge: while many sectors will thrive due to AI, many of the professions working within those sectors may struggle. How this plays out will have significant implications for the industry bodies, professional associations, and trade associations representing these groups.Potential Positive Outcomes of an AI WorldAI serves as a catalyst for innovation and has the potential to positively impact many sectors. For example:<ul><li>In healthcare, AI can improve diagnostics, personalise treatments, and expedite drug discovery, ultimately leading to better patient outcomes.</li><li>In education, AI enables personalised learning and adaptive tutoring, transforming the learning experience and enhancing educational outcomes.</li><li>AI can aid environmental conservation through advanced data analysis, enabling more effective responses to environmental challenges.</li><li>The transportation sector can be revolutionised by autonomous vehicles and intelligent traffic management systems, leading to increased efficiency and safety.</li><li>In financial services, AI can boost efficiency through automation, fraud detection, and algorithmic trading, resulting in better customer experiences and enhanced security.</li><li>AI can optimise agricultural practices through precision farming and crop monitoring, leading to higher yields and more sustainable approaches.</li></ul>Potential Risks of an AI WorldWhile AI offers immense potential, it also comes with inherent risks that require careful management. For example:<ul><li>Widespread automation could lead to significant job displacement and increased income inequality.</li><li>The prospect of AI surpassing human intelligence raises ethical and practical dilemmas that we are yet to fully comprehend.</li><li>The development of autonomous weapons driven by AI raises concerns about misuse and unintended consequences.</li><li>The malicious use of AI for cyber warfare and hacking poses significant security risks as technology advances.</li><li>Biases in AI systems can lead to unfair outcomes, particularly in areas like hiring, lending, and law enforcement.</li><li>AI-enabled monitoring and data collection raise critical privacy issues and potential abuses of power.</li></ul>The Role of AssociationsEveryone has an opinion on the best way to approach AI. There are those who want to jump onto the AI bandwagon with both feet. Others are more cautious and prefer a “Wait and see” approach. And some are contemplating whether early retirement is an option.Associations don’t have the luxury to choose not to do anything. As the custodians of professions, sectors, and causes, associations must act to successfully navigate our organisations and those we represent through what’s coming.&nbsp;The need for associations has never been greater.AI within Our AssociationsOperationally, Associations are increasingly leveraging AI to enhance their operations and provide value to members. They are already using AI to:<ul><li>Create Content: Rapidly developing engaging content tailored to the audience’s interests and preferences.</li><li>Enhance Sponsorship Outcomes: Use AI tools to target prospects, and create compelling proposals.</li><li>Personalise Communications: Leveraging AI algorithms to drive member engagement with customised content.</li><li>Amplify Conference Content: Employing AI tools to create digestible conference summaries and actionable takeaways.</li><li>Enhance Member Services: Using AI-powered platforms such as Chatbots to deliver personalised and timely responses to member queries.</li><li>Undertake Robust Data Analysis: Leveraging AI to streamline research processes and enhance outcomes.</li><li>Deliver Cost-Effective Quality Training: Employing AI to produce high-quality training materials.</li><li>Drive Member Engagement: Applying AI-driven analytics for an in-depth understanding of member engagement patterns.</li></ul>Starting Your Association’s AI JourneyNavigating the AI landscape need not be daunting. Associations wanting to take the first steps towards leveraging AI to achieve operational success should:&nbsp;<ul><li>Understand AI and its potential benefits for the association.</li><li>Evaluate the association’s current digital maturity and areas for improvement.</li><li>Begin with manageable AI projects to gain experience and build confidence.</li><li>Involve your entire team in the AI journey.</li><li>Invest in AI training to upskill staff for the digital shift.</li><li>Launch pilot projects using affordable or open-source AI tools.</li><li>Prioritise data management to position the association for future AI initiatives.</li><li>Encourage a culture of innovation and learning from failures.</li><li>Seek collaborations with AI experts or other organisations.</li><li>Monitor the impact of AI initiatives and adjust strategies as needed.</li><li>Stay informed about the latest AI trends and developments.</li></ul>Supporting Your Sector’s AI JourneyAssociations play a pivotal role in supporting their members through the AI transition. Associations seeking to support their members through the AI transition should:<ul><li>Embed AI adaptation for their sector into the association’s strategic plan.</li><li>Advocate for responsible AI policies that support the sector and mitigate risks.</li><li>Position the association as a thought leader in AI conversations.</li><li>Educate and inform members about AI advancements, trends, and case studies.</li><li>Provide training for upskilling and reskilling to support members in their transition.</li><li>Assist members affected by job displacement in career transitions.</li><li>Facilitate knowledge exchange among members on AI implementation experiences and best practices.</li><li>Foster collaborations with other entities for comprehensive AI solutions and research.</li><li>Invest in research and innovation to explore AI opportunities and drive initiatives benefiting the sector.</li></ul>By adopting a strategic, informed, and proactive approach, associations can turn the AI revolution from a daunting challenge into a powerful tool for enhancing their operations, supporting their members, and driving their sectors forward.<a href="mailto:info@smsonline.net.au" target="_blank" aria-label="Contact us (opens in a new tab)" data-mce-href="mailto:info@smsonline.net.au" data-mce-selected="inline-boundary">Contact us</a>&nbsp;if you are looking for support to navigate your AI journey. We can provide practical AI tools workshops (step by step guidance to using AI tools specific to your needs), AI briefings, and other support to help you leverage the potential of AI for your association and your members.

Blog

Sales … whose job is it?

Sales is not a Dirty Word: Instilling a Sales Culture in ...

10 Ways Associations Are Using ChatGPT

Importance vs Effectiveness Data: The Pathway to a Compel...

Maximising Association Insurance Program Success

Navigating the Impact of AI on Associations and the Secto...