Association Executive - January/February 2008 - (Page 31)

Relationship Selling: By Lynette Seawall Maximize Your Talk, Time and Tech to Keep Your Connection Strong elationships are the foundation in growing your association or not-for-profit. Whether you are selling association memberships, continuing education programs, or association additional products and services, it’s about the relationship. Think about your day-to-day interactions. You are probably selling something all of the time. It could be association membership, attendance at your convention, or an idea to your board. When you are not selling to a member/donor, you are probably trying to convince a colleague, staff member, teammate, friend, or family member. Since it can take anywhere from a half dozen to a dozen plus contacts to acquire a new member or donor, once you’ve got them you want to keep them. To grow these relationships, maximize your talk, time, and technology to strengthen your connections. R Talk Observe behavioral styles. In William Moulton Marston’s 1928 classic, Emotions of Normal People, he identified the components of communications, which are still true today—55% body language; 38% tone of voice; and 7% words. By observing body language, we can tell whether a person is active or passive. Is the person focused on getting tasks done or is he or she people-oriented, more interested in the how and why others act the way they do. These can be critical indicators in how we respond to others. Tune in; it can make the difference between a non-member becoming a member. Listen twice as much as you talk. That’s why we have two ears and one mouth. Learn how your members, donors, and colleagues like to be communicated with and respect their wishes. Some people appreciate a phone call; others like an in-person meeting; whereas others live by e-mail. In learning more about them, check to see if they are morning people or do not get into gear until 3:00 p.m.; ask which days tend to work better than others. Ask open-ended questions. Find out what prospective and established members or donors do in their spare time. Learn about their passions, families, friends, and hobbies. This can be a great icebreaker when you connect. The more you know, the more personalized you can make your follow up, thus expanding your relationship and taking it to a higher level. Adapt to others. By adjusting your communications, you can cultivate that relationship into a long-term, active member or donor. Be flexible in your ongoing relationships. Maybe there is a better way to do things; ask their opinions. Perhaps they would appreciate something you hadn’t even considered. Keep your message fresh and focused. Talk about successful members and how they have been able to benefit from being a member of your organization or attending a meeting. There is nothing like word of mouth or testimonials to give you credibility. Ask those open-ended questions. Your members/donors have something to share but haven’t just yet. Draw them out. little something extra that they were not expecting. This certainly builds goodwill, and they will tell others how they were pleasantly surprised by your actions. Drop personal notes to your members or donors. Acknowledge their challenges and let them know you are thinking of them. Investing that time provides continuity with minimal effort, and it goes a long way. You are attracting them to you and on the forefront of their minds in a positive way. Tech Use a membership management system that works for your organization. Keep track of special things about your members or donors, and set reminders to follow up. These specifics about your members and donors give you a point of reference that helps you build the selling relationship. Enhance your web presence. Members expect you to be on the Internet even if they do not use the site. Make sure that it includes updated and timely information and ways for members to interact with the organization as well. Your members and donors are excellent referral sources because you’re giving them what they need—and then some. By nurturing them, you will be amazed at how many referrals for potential members or donors will be generated. Good news travels fast. Time Act in a timely manner. Following up on phone calls or e-mail is critical in maintaining a relationship. Let others know in your voicemail greeting when to expect a response. Under promise and over deliver. Set realistic expectations by including contingencies in your planning. Deliver what you promise before or on the committed date. You might want to even throw in a Lynette Seawall, president and CEO of Performance Plus, is a leadership development coach and Certified Professional Behavioral and Values Analyst and specializes in productivity improvements in interpersonal communications and systems design. She can be reached at 845-679-4989 or info@performanceplusconsulting.com; or through her website at www.performanceplusconsulting.com. JANUARY/FEBRUARY 2008 AS SOC I A TI ON E X E C U TI V E 31 http://www.performanceplusconsulting.com

Table of Contents Feed for the Digital Edition of Association Executive - January/February 2008

Association Executive - January/February 2008 Contents From the CEO Good Governance Practices for 501(c)(3) Organizations A New Model: Helping Smaller Not-For-Profits with Their Endowment Management Inside NYSAE Book Beat Too Much of a Good Thing? Enhanced Form 990 Disclosures and Their Impact 7 Myths about Financial Planners An Executive's Guide to Responding to Third-Party Subpoenas Relationship Selling: Maximize Your Talk, Time & Tech to Keep Your Connection Strong Save the Dates Index of Advertisers

Association Executive - January/February 2008

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