If sales is the process of establishing credibility and rapport in order to further a relationship, don’t we all do that? CEO, communications director, attorney, paper delivery person? Every communicator in your association is charged with getting a member to do something. So it’s fair to say we are all in sales.
No one ever makes a sale just giving the facts.
- First the buyer (the member) has be aware of you and what you do to bring something different to their business. Knowing what the members needs or wants is crucial. (Target your audience.)
- Link how your offering (service, tools, information) will help the member do something better determines if they will consider you to help them (this is called the benefit exchange).
- Be clear on what you want them to do (your solution). The term Always Be Closing, or the ABC’s of selling means giving the member options to respond to your call to action. Anything from a place (or person) to get more information, to registering right there.
Sales: the process of establishing credibility and rapport in order to further a relationship, look at your work from a sales perspective, and change the way you present your communications. This approach helps you step into your member’s shoes to craft key messages to help solve their problem, versus promoting the association’s best features.