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In the hustle and bustle of an association’s daily operations, we often find teams falling into the trap of working in their own worlds. If this becomes a frequent habit, it can put a dampener on creativity and efficiency. Following are a few strategies to help you break down these walls and foster a closer-knit, more collaborative environment in your association.Let’s Talk!Open, honest communication is where it all starts. Set up regular meetings where teams can swap ideas, or set up an easy-to-use platform where everyone can share their thoughts. A bit of chit-chat can sometimes spawn the brightest ideas!Making Friends at WorkEncouraging people to get to know their colleagues can really help in building a friendly and cooperative workspace. Maybe a casual get-together or a fun team-building event could do the trick. Just respect that out-of-hours time of your staff by keeping these to office hours unless you have the enthusiastic support of all staff to go out of hours. Make this time about fostering friendships and understanding amongst the teams.United We StandReinforce the common goals that everyone shares can really boost unity among different teams. Make sure everyone is working together towards a common destination by structuring your KPIs to to align everyone with the broader purpose of the associationTeamwork Makes the Dream WorkGive teamwork the spotlight it deserves! Create opportunities for staff from different corners of the association to collaborate on projects. This sets the stage for some fantastic synergies and shared victories.Sharing is CaringSharing knowledge can be a win-win for everyone involved. Run workshops or training sessions where teams can share their know-how, learn from each other, and perhaps come up with innovative solutions to common problems faced by the association.A Melting Pot of IdeasEncouraging a culture where diverse ideas are welcomed can be a game-changer. It not only brings fresh perspectives to the table but also nurtures an inclusive environment where everyone feels valued.Clarity is KeyHaving clear roles and responsibilities means everyone knows what they’re supposed to be doing and how it contributes to the bigger picture. It’s about making sure everyone’s on the same page, working together harmoniously.If you would like to connect with other association professionals and industry experts to discuss association topics just like this one, take a look at the free Answers for Associations online community. The Answers community is a place where association professionals can connect and discuss sector related topics, share ideas, experiences and resources, explore opportunities, and more.

Fostering Collaboration Amongst Association Teams

Texture of a multi-colored wall close-up. The wall is painted in blue, pink, yellow and pink, divided into segments.

Your membership categories are not just an administrative classification. The labels you apply to your membership categories play a significant role in shaping member expectations, fostering inclusivity, and optimising the allocation of resources.Labels create expectations.Consider the implications of using the term “member” versus “supporter”. The former generally evokes a sense of personal benefits tied to a fee (eg: “What will I get in return for my money?”), while the latter creates the expectation that your fee will contribute towards advancing the association’s purpose (“I’m paying to support the cause.”). It’s important to select membership labels that align to purpose to ensure you are creating the right expectations with your members.Intuitive labels help prospective members find their “Home”.Counter-intuitive labels such as “affiliate” or “full member” don’t immediately allow a member to see which category is right for them without getting additional information.They can also infer a bias – for example a “Full member” would be regarded as better than an “associate” member. When a member feels a bias against them, they can easily assume the association is not the best one for them to join.Intuitive categories such as “student”, “retired”, and “10-20 staff” enable people to easily find where they fit. Intuitive membership categories are a great first step to fostering a welcoming and inclusive environment.Labels aligned to market segments make it easy to personalise the membership experience.By aligning categories with top-level market segments, associations can create offerings that resonate deeply with each group. For example, a category for “Owner/Operatos” could contain a focused mix of benefits that address their specific needs – as opposed to a “Over 50 staff” category that would have a different set of needs.This strategy not only ensures targeted service delivery but also enables the association to focus limited resources where they can make the most impact for each market segment.But what about the Constitution!Constitutions often specify the membership categories an association offers. And, most of the time, associations use the labels in the constitution when promoting membership. Ideally, the constitution should be updated to reflect practice. However, if constitutional change isn’t possible, keep in mind that the words we use for marketing don’t have to be a carbon copy of what’s in the constitution. Using more appropriate terminology when marketing membership (while noting the constitution alignment where appropriate) can generate the same benefits.&nbsp;At SMS we specialise in helping associations to build sustainable membership programs. This includes support to ensure your membership categories are optimised. If you are looking for support to optimise your membership programs, please email&nbsp;<a href="mailto:belinda@smsonline.net.au" data-mce-href="mailto:belinda@smsonline.net.au">belinda@smsonline.net.au</a>&nbsp;and we can set up a time to speak further.

Aligning Membership Categories to Enhance Outcomes

Illusionist conjure with magic wand gambling things from a cylinder

This week’s article was brought to you by the dynamic duo of Julian Moore and ChatGPT4, who are filling in for Belinda as she is down with a bad case of writer’s block …Let’s take a little trip down memory lane – not too far back, just to the pre-AI days, say around November last year.Back then, the process of scoring sponsor meetings resembled an intricate dance routine. We’d craft proposals, scout potential organisations, and play detective on their websites to unearth all the juicy details. Then, armed with this treasure trove of info, we’d create tailor-made proposals fit for the discerning eyes of marketing directors.We’d rinse and repeat this routine about 50 times, crossing our fingers to summon around 10 meetings, of which we’d hope for a 4 to 5 strike rate. But, of course, that’s if everything went as smooth as butter.And boy, oh boy, did this whole affair gobble up time – roughly 3 to 4 weeks on average. Then came the encore – a marathon of 6 to 8 weeks, just for follow-ups to secure these elusive meetings.Talk about a resource-intensive and time-sucking spectacle!Fear not, dear sponsorship seekers, for our knight in shining digital armour, ChatGPT4, is now here to save the day and de-complicate the dance. Here’s the latest groove to secure sponsor meetings:Summon&nbsp;<a href="https://openai.com/" data-mce-href="https://openai.com/">ChatGPT4</a>Fire up the interface and introduce yourself – your role, your company, and the digital face of your company aka your website. Clarify the air with ChatGPT4 by engaging it in a bit of Q&amp;A.Lay Out Its RoleOnce ChatGPT4 knows you and your company like the back of its digital hand, let it in on its new gig – your trusty partnerships assistant. It’s here to be your partner-in-crime, helping you pick the perfect match for your organisation, project, or shindig. Ready for the plot twist?Handpick Beneficial IndustriesHave a heart-to-heart with ChatGPT4 about industries where your company can bring home the bacon and industries that’d happily send some back your way. In return, ChatGPT4 will unravel a neat list of industries and sectors that are just dying to team up with your gang. And wait for it… it’ll even school you on why these alliances make sense.Unveil Top OrganisationsNext, task ChatGPT4 with revealing the crème de la crème – the top five organisations in each sector. Armed with this intel, you’ll have the inside scoop on the aligned players in each sector, the why behind wanting to join forces, and the kind of relationship these big shots are after.Tango with LushaTime to sashay over to&nbsp;<a href="https://www.lusha.com/" data-mce-href="https://www.lusha.com/">Lusha.com</a>&nbsp;and play detective to find the right folks to knock on the digital door at each company. If someone isn’t on the Lusha database then they probably don’t exist!Cook Up Your ApproachNow, armed with a list of potential contacts, whisper to ChatGPT4 the names and roles of these fine folks. Request it to cook up a sizzling pitch that’ll snag you a spot in a Zoom call. And, oh yeah, remind it that we’re in Australia, so the spelling should be down under style, minus the slang. Ask it to add a sprinkle of humour (5%) and a increase the detail by 10% to really make it pop. ChatGPT4 will whip up an email masterpiece for you. Copy, paste, and off it goes to your potential partners.By waltzing to this new tune, the time and effort for your outreach gets dialled down, and your chances of sealing a face-to-face powwow shoot up by a whopping 400%. We’ve road-tested this groove with various groups, and guess what? We’ve managed to swing at least 10 meetings with some top-notch prospects every single time. So go on, dance your way to those successful meetings!We’ve had a massive amount of success using AI to enhance sponsorship outcomes. If you’d like more information about how we can help you, email&nbsp;<a href="mailto:julian@smsonline.net.au" data-mce-href="mailto:julian@smsonline.net.au">julian@smsonline.net.au</a>.&nbsp;

Quickly Generate Sponsor Meetings with a Dash of AI Magic

Male hand pointing at a sales funnel chart printed on a white sheet of paper during a business meeting

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

a close up of a computer screen with a purple background

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.

Blog

Fostering Collaboration Amongst Association Teams

Aligning Membership Categories to Enhance Outcomes

Quickly Generate Sponsor Meetings with a Dash of AI Magic

Sales … whose job is it?

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

10 Ways Associations Are Using ChatGPT