What problems DO you solve?
Is there a brand that you love? Is it Zappos (Order tonight, they’ll arrive tomorrow, with free shipping both ways) or QuikTrip (gas prices are reasonable, but the ICE CUBES in that Diet Coke will make you wish there was QuikTrip down the street!).
I’m curious – and so should you be – about what ONE single service or offering that members would say solves a tangible problem, one that undeniably sets you apart? That’s the message that should go out now to every member before they get their dues billing.
At AAA (the automotive service), the value proposition is (first) relevant, (second) different from anyone else, and (third) they are really good at it. AAA is there when you are in a bind. On the road or in your driveway, they deliver emergency roadside assistance. When you buy their membership, you get (at least) three member benefits that help you sleep better at night:
1. Towing, 2. Changing a flat tire, and 3. Getting keys out of a locked car. You don’t have to worry about those three problems – anytime or anywhere. I gladly write that AAA membership check every year. I don’t think twice. You have a differentiator too – if you’ll only work to find it.
Oregon Association of REALTORS® discovered their value is in having the “Answers” and they get really specific about the answers and information that can impact a member’s business every day.
Idaho REALTORS® focus on professionalism, connections, and being a strong voice across the state help a member’s business move forward.
Hilton Head Area Association of REALTORs® value is their ability to connect REALTORS® in the community and services that help members grow their credibility.
Every association is good at something different. Find out what you do best, but don’t stop there. Link what you do well to something you know is meaningful to your members.
Don’t make members look very hard to find out what your association does to help them overcome their biggest worry or problem. There are many ways to show credibility for what you do really well (that they need most): Post it on your about us page, explain how you do deliver that service or offering through your weekly communications, give specific examples to your new members, and even offer testimonials from others to show how you deliver on your promise.
You can do this. Discovering your value will give your leaders and staff confidence to answer the question “So what?” and will help members know what to expect from you.
Learn more about the 7-step process and try it for yourself.