BEMA - June 2018 - 70

BEMA-U

"We will often visit member companies who are
already having a sales or service tech training
and lead a workshop right alongside it."
Kerwin Brown

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70
BEMA100 | 2018 | www.bema.org
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Membership is the beating
heart of any association, and engagement is the key to keeping
it alive and well. With BEMA-U,
engagement runs both wide and
deep. "Wide" in terms of breadth
of membership and "deep" in
terms of engagement within
member companies, according to
Mr. Brown. "If one person attends
a workshop, there's a certain
amount of value. But when we
start going further into the organization, we can impact an entire
sales or service team," he said.
"In the past, member involvement was usually limited to a
handful of people selected by
their companies to attend BEMA
events," Ms. Bowers added.
"Now anyone from a member
company has access to the educational programs, and that has
impacted the value of BEMA
membership. It's no longer just for
the CEO or the director of sales.
:H¶UHLQ¿OWUDWLQJPHPEHUFRPSDnies deeper than that."

Value for all
According to Mr. Brown, the
growth of BEMA-U stands to
change how companies see
value in membership. "The idea
is that when you're a BEMA
company, and you go through
BEMA-U courses, you have better offerings because your people are better trained," he said.
"You're a better company because you're a BEMA member,
and customers will know that's a
winning formula."
As BEMA further enhances
its education portfolio, the association will bring more to the
industry by engaging with other
associations as well. "These programs give us an opportunity to
collaborate with other industry
partners," Ms. Bowers observed.
"We want to foster all those op-

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Table of Contents for the Digital Edition of BEMA - June 2018