This was a session at the AENC Annual Meeting by Buz Buzogany.

1. Buz Buzogany, CAE, CASE
Buzogany Associates

2. Board Driven
Members make most decisions
Destinations chosen, reflect current board
AMCs, single staff, very slow to market
Staff Driven
Staff responsible for operational tactics
Source for decisions less than $10K
Mid-to-Large Assns – slow to market

3.  Strategic overview
 Decide Mission and Vision of group
 Fiscal responsibility for annual outcomes
 Hire the CEO (President, Executive Director)
 Annual review of the CEO’s performance
 Champion various committees
 Influence decisions over $10,000

4.  Hires/Fires staff and does annual reviews
 Responsible for all daily/weekly activities
 Operating Budget considerations/approvals
 Location of Annual Conference
 Monitors competitive landscape
 Embodiment of the organization’s brand

5.  Converts strategy into daily/weekly tactics
 Outreach to members, board, committees,
general public, agencies, press, etc.
 Generates education materials to target
markets through various channels
 Lobbying efforts on behalf of Association

6.  Commits time, effort and expense to being
active in the organization.
 Pays annual dues, attends annual meeting
 Serves on committees (standing & ad hoc)
 Receives marketing materials and on-going
communication from the organization
 Spreads positive word-of-mouth and seeks
additional members who would fit

7. The larger the
group, the less they
influence decisions in
most associations!

8.  Board Driven – 12 to 36 weeks to decide
 Staff Driven – 4 to 20 weeks to decide
 What does that mean to your business?
 How do you discover who is in the loop?
 Where are you most often compelled to start?
 How do you gain access to the actual
decision-maker, assuming there is a “final
word”?

9.  Global, national and local economy
 Cultural Change – minorities & women
 Technology – Millennials, virtual, webinars
 Competition – Better, Brighter, Smarter
 Attitudes – pre-conditioned, not listening
 Costs associated with product or service

10.  What factors influence the final decision to
buy your product/service or bring a group to
your property?
 Where do you start in the food-chain?
 How long is your process to close?
 Are most clients consultative or transactional?
 How does your boss measure success?
 What sales training does organization
provide?

11.  Understand the client’s desires
 Communicate early with decision-maker(s)
 Understand the group they represent
 Know the actual value of what you offer
 Help them make smart decisions
 Think outside the box…off property, a
different brand, a different choice
 Focus on their success

12.  Listen – to the potential client’s desires
 Gather all the information you can, including
who are drivers vs influencers
 Be transparent – build a case for trust
 Be the solution…not just a conduit
 Be available before, during and after the sale
 Think relationship, not Sale!!!

13. Credibility
Boy Scouts Creed:
Trustworthy, loyal, helpful, friendly, courteous…e
tc.
Sales Creed: My interest is in seeing you thrilled
with your choice of my product or service, and I
will do whatever it takes to provide you with a
positive experience.

14. Buz Buzogany, CAE, CASE
Buzogany Associates
buz@buzoganyassociates.com
828-652-7259 Direct
www.buzoganyassociates.com