The document summarizes the goals and discussion topics of a CEO roundtable meeting facilitated by Wendy Scott. The roundtable focused on how associations can better convey their value by initiating immediate changes. Key discussion points included defining value from the member perspective, differentiating an association's value proposition, and conveying value through every touch point with members. Pitfalls to avoid included not identifying or clearly expressing a value proposition and not testing or measuring the proposition's effectiveness.

1. CEO
Roundtable
January 20, 2012
Wendy Scott, CAE
Facilitator
Wendy Scott & Associates, Inc.

2. Goals for this morning’s Roundtable:
Share your vast experience and knowledge…
Think like entrepreneurs…
Ask this question:
“What change can I initiate immediately to
better convey my association’s value, move
my association forward and sustain it?”
Wendy Scott & Associates, Inc.

3. What is “Value”?
• Worth in usefulness or
importance to the possessor
• A fair return or equivalent in
goods
• Something intrinsically desirable
Wendy Scott & Associates, Inc.

4. ASAE’s Decision to Join Research Project
1. Perception of Value – 5. The Retention Challenge
Role of Engagement
6. Referral Influence
2. Retention – Long Term
Members 7. Generational Influences
3. Ad-Hoc Volunteers 8. Segmentation
4. Boards of Directors
“If former members are thought of as being dead,
the uninvolved are close to comatose.”
Wendy Scott & Associates, Inc.

5. Who defines value in your
association?
“It’s not about what we’re selling;
it’s about what they’re buying!”
Sharing Exercise:
How do you identify or define value
in your association?
Wendy Scott & Associates, Inc.

6. How to Differentiate Your Association’s Value
 Identify core competencies
 Study your customers (members)
 Turn core competencies into values (and
prioritize)
 Study the competition
 Examine trends in your profession/industry
 Define your vision
 Build the “value chain”
internally
 Articulate your value
 Test your value
 Convey your value
Wendy Scott & Associates, Inc.

7. Crafting the Association’s Value Proposition
Internal Analysis
• How do you create value?
• What are your core competencies?
• What are your capabilities?
• Why should current or prospective members accept your
value promise?
External Analysis
• How do members measure the value you provide?
• How does your value compare to competitors?
• Does your proposed value meet member needs?
• How can you increase the value you’re offering over time?
Wendy Scott & Associates, Inc.

8. The Value Proposition Process for Associations
Establish a unique position.
Be relevant to target market segment (gain interest, address a real
problem, fulfill an emotional need or want, and/or deliver a
looked-for experience).
Be credible / believable.
Have clarity (to all relevant people and targeted customers).
Communicate advantages (versus alternatives and competitors)
which are meaningful, not irrelevant differences.
Differentiate from alternatives (again, in meaningful way)
Not be “me too” positioning or generic.
Communicate benefits, rather than features or functions.
Wendy Scott & Associates, Inc.

9. ______________________________________________
Wendy Scott & Associates, Inc.

10. Wendy Scott & Associates, Inc.

11. Challenge:
If you had just 10 words to describe
why individuals/companies should be
a member of your association
instead of another,
what would you communicate?
Wendy Scott & Associates, Inc.

12. Value Scenarios
Best Case Neutral Case Worst Case
You provide a one-of- Your “product/service” Your prospects see little
a-kind is somewhat different difference between you
“product/service” that from, and better than, and your competitors,
your market needs and those of your so you’re competing
wants. competitors, and you solely on price.
You have a strong value communicate that You have to fight long
proposition that difference, though and hard for every
differentiates you from probably not as member. It’s very
your competitors; consistently as you difficult to meet your
you communicate it should. membership revenue
consistently in Your prospects partially goals.
everything buy into the value you
you do. provide, but you don’t
Your member prospects win all of them that you
respond because you’re could.
completely meeting
their needs.
Wendy Scott & Associates, Inc.

13. Pitfalls to Conveying Value in Associations
• Association has not identified a value proposition
• Association does not clearly express its value
proposition
• Association is not testing or measuring its value
proposition
Wendy Scott & Associates, Inc.

14. Conveying your Value!
Include value propositions through every
opportunity or touch point:
Newsletter articles, conference calls,
association events, emails, customer service
calls, product shipments, member welcome
kits, website…???
4. Measure and Assess
Wendy Scott & Associates, Inc.

15. "Fix the trust thing. Everything
else, the vision, values, shared
sense of purpose, and
purposeful change will all follow,
simply because people want
them to.”
Association Leader
Wendy Scott & Associates, Inc.

16. Email info@wendyscottassociates.com
Tel. 919.412.2121