the deck used at association events across the country to provide advice on association sales.

1. Selling Membership and Sponsorships
JP MOERY
October 2014

2. 2
Corporate Background
• $1,000,000 in revenue for
associations
• More than 100,000 contacts
made
• Advisors to leading
associations

3. Topics
– Membership recruitment – “the pitch”
– Sponsorship – “big game hunting”
– The Process – “your vegetables”

4. 1. “Supporting the Industry”
is not a viable recruitment
message. Association
exists to advocate for
members.
2. Prospects join for one
reason, not your “ten
reasons” to join brochure.
3. Technical specialist can
wow prospects. Use them.
Three keys for membership
development

5. – Testimonials
– Direct Sales
– Email
We find a 50/50 ratio
of email and
phone/F2F is most
successful
Best recruitment
methods

6. – Group involvement in
decisions
– Become familiar with
the industry rhythm
for timing
– Budget is a legit
objection. Consider
budget cycles for
most intensive
action.
The decision making
process has changed

7. Re-invigorate sales w/ an exclusive briefing
– ID top issue facing the industry
– Invite prospects for one time, exclusive
access.
– Contact the attendees, and
– Use the top issue as your point of
reference for recruitment.
– You’re not selling, they are buying!

8. Language for the first call…
– Do you have a minute?
– I’m calling because (insert referral)
mentioned you may be interested
– Not sure it is a fit or not…
– Either way is OK…
We’re looking to start a conversation, not
sell them on the first conversation.

9. Common Objections

10. “Send me the information”
– Don’t send a “ten reasons to join”
brochure
– Include a thoughtful, authentic testimonial
– Story telling about specific examples of
members using your value prop
– “I’ll send you the information, but only if
you are really interested and not trying to
blow me off…and the truth is OK!”

11. “It’s not in the budget”
– I understand
– If budget wasn’t an issue, would you join?
Listen. If they say yes, you’re still in the game.
– Have you ever gone over the budget?
• Other budgets
• Payment plans
• Opportunity for deal-making

12. “We a member of XXX Association”
– Great! Members often join multiple associations.
– What do you like best about them?
– If there was something else, what would you
value?
– Some of our best members are members there too
and here is what they get from us…
– Never sell against another association.

13. Sponsorships

14. • To be seen as a thought
leader.
• Conduct an enterprise-
wide marketing program
to your members
• To Solve a business
objective
Sponsors increasingly want three
things

15. Transition
Past
• Association need
• Precious metal
packages
• Transactional, by
event
• Contact for each
opportunity
• Sponsor measures
results
• Pricing based on f/b
costs
Present
• Sponsor objectives
• Business priorities
• Association-wide
solution
• Dedicated contact for
all sponsorships
• Delivery of metrics by
association
• Pricing based on
marketing rights and
benefits
15

16. Access
- facilitate face to face
Thought Leadership
- Host sessions
- Webinars
- White papers
Branding/Image
- New service
- New leadership
W a h
16
Reasons to buy

17. Big companies tell me
• “My challenge is we need to reach decision makers -
more opportunities.”
• “CEOs are great, but they really don’t make the call.”
• “We want one on one meetings.”
• “A more comprehensive model is very attractive - an
ongoing conversation about this emerging market .”
• “We want more content delivery by sharing market
research.”
• You must move the needle in a unique way to recruit the
best brands.

18. Building the Prospectus
Interview w existing and prospective sponsors for new
ideas.
Competitive comparison with other organizations
pricing
value prop
for profit groups – often directly competing with
your association
Plan for 3rd quarter launch, 4th quarter sales cycle
Offer enterprise wide sponsorships with multiple channels,
not just events
Organize the prospectus by business objectives instead of
calendar of events.

19. Pricing
• Don’t let the meeting planner set the price!
• Avoid “cover your costs” justification
• Resist adding up the value of benefits
• 3x (Direct costs + Marketing and sales costs +Cost of
delivery)
• +/- 5% exclusivity
• +/- 5% sponsorship popularity in other platforms
• +/- 5% target market value
• +/- 5% past performance
• Consider elimination of the bottom 10%

20. Sales Process

21. • Scripting
• CRM standards are a
must
• Hustle and never stop
Three keys for process

22. – Purpose
• Set up a call
• Presentation
• Next steps
or
– Voice mail less than 30
seconds
– Email less than 100 words
Scripting

23. CRM Standards
– Every conversation is in the system, or it did not happen.
• Weekly pipeline
• Weekly activity report
• 10% monthly
• 25% bi-monthly
• 50% weekly
• 75% 2x weekly
• 90% - Confirming paperwork

24. Never stop
12 contacts to close (most stop after 2)
60-90 days for membership
Continuous engagement is critical
Every contact should be thoughtful and content
rich

25. Final Thoughts
Every association can grow
Building a sales machine takes focus
Design a process and be absolutely disciplined on
execution

26. JP Moery, President
• J P M o e r y i s t h e P r e s i d e n t a n d f o u n d e r o f T h e M o e r y C o m p a n y, a
b u s i n e s s g r o w t h c o m p a n y s p e c i a l i z i n g i n a s s o c i a t i o n d e v e l o p m e n t
a c t i v i t i e s i n c l u d i n g m e m b e r s h i p , s p o n s o r p r o g r a m s a n d o t h e r
f u n d r a i s i n g p r o j e c t s . T h e M o e r y C o m p a n y p r o v i d e s d i r e c t - s a l e s a n d
b u s i n e s s d e v e l o p m e n t c o a c h i n g f o r s o m e o f t h e n a t i o n ’s l e a d i n g
o r g a n i z a t i o n s .
• J P p r e v i o u s l y s e r v e d a s S e n i o r V i c e P r e s i d e n t a t t h e U . S . C h a m b e r o f
C o m m e r c e w h e r e h e o v e r s a w t h e A s s o c i a t i o n C o m m i t t e e o f 1 0 0 , t h e
m o s t p r e s t i g i o u s g r o u p o f a s s o c i a t i o n C E O s a n d e x e c u t i v e s i n t h e
c o u n t r y. D u r i n g h i s t e n u r e a t t h e c h a m b e r, J P d e v e l o p e d a n d l a u n c h e d
a p r o g r a m t h a t a d d e d m o r e t h a n 2 5 0 , 0 0 0 c o m p a n i e s t o t h e
o r g a n i z a t i o n ’s m e m b e r s h i p .
• B e f o r e j o i n i n g t h e U . S . C h a m b e r, J P w a s E x e c u t i v e D i r e c t o r o f t h e
g r a s s r o o t s p r o g r a m f o r t h e A m e r i c a n Tr u c k i n g A s s o c i a t i o n a n d V i c e
P r e s i d e n t o f t h e S p e c i a l i z e d C a r r i e r s a n d R i g g i n g A s s o c i a t i o n w h e r e
h e i m p l e m e n t e d a c r a n e o p e r a t o r c e r t i f i c a t i o n p r o g r a m t h a t t e s t e d
m o r e t h a n 1 , 0 0 0 o p e r a t o r s i n i t s f i r s t m o n t h .
• J P a l s o h a s e x p e r i e n c e i n t o d a y ’s d i g i t a l m e d i a e n v i r o n m e n t h a v i n g
s e r v e d a s E x e c u t i v e V i c e P r e s i d e n t , A s s o c i a t i o n R e l a t i o n s f o r
S m a r t B r i e f : a c o r p o r a t i o n t h a t p r o d u c e s c o - b r a n d e d e l e c t r o n i c
p u b l i c a t i o n s w i t h l e a d i n g a s s o c i a t i o n s f o r 3 m i l l i o n s u b s c r i b e r s . U n d e r
h i s l e a d e r s h i p , t h e n u m b e r o f p a r t n e r i n g a s s o c i a t i o n s f o r S m a r t B r i e f
d o u b l e d i n l e s s t h a n 3 y e a r s .

27. Contact
JP Moery, President
• www.moerycompany.com | jp@moerycompany.com
• Office: 571 -814-3443 | Cell : 703-732-0837
• Twitter: @jpmoery
• LinkedIn: www.linkedin.com/company/moery -lai
• Facebook: www.facebook.com/MoeryCompany
• 105 Oronoco Street, Suite 309, Alexandria , VA 22314