Ceo roundtable jan2012

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A New Perspective on Conveying the Value of Your Association CEO Roundtable January 20, 2012 Wendy Scott, CAE Facilitator Wendy Scott & Associates, Inc.

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Transcript of Ceo roundtable jan2012

Page 1: Ceo roundtable jan2012

A New Perspective on Conveying

the Value of Your Association

CEO Roundtable

January 20, 2012

Wendy Scott, CAEFacilitator

Wendy Scott & Associates, Inc.

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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.

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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.

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ASAE’s Decision to Join Research Project

1. Perception of Value – Role of Engagement

2. Retention – Long Term Members

3. Ad-Hoc Volunteers

4. Boards of Directors

5. The Retention Challenge

6. Referral Influence

7. Generational Influences

8. Segmentation

“If former members are thought of as being dead, the uninvolved are close to comatose.”

Wendy Scott & Associates, Inc.

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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.

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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.

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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.

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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.

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Wendy Scott & Associates, Inc.

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Wendy Scott & Associates, Inc.

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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?

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Best Case Neutral Case Worst Case

You provide a one-of-a-kind “product/service”

that your market needs and wants. You have a strong

value proposition that differentiates you from

your competitors; you communicate it

consistently in everything

you do.Your member

prospects respond because you’re

completely meeting their needs.

Your “product/service” is somewhat different from, and better than,

those of your competitors, and you

communicate that difference, though

probably not as consistently as you

should.Your prospects

partially buy into the value you provide, but

you don’t win all of them that you could.

Your prospects see little difference

between you and your competitors, so you’re competing solely on

price.You have to fight long

and hard for every member. It’s very

difficult to meet your membership revenue

goals.

Wendy Scott & Associates, Inc.

Value Scenarios

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• Association has not identified a value proposition

• Association does not clearly express its value proposition

• Association is not testing or measuring its value proposition

Pitfalls to Conveying Value in Associations

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1. Buy-in from stakeholders 2. Align Operations 3. Communicate 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…???

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Conveying your Value!

4. Measure and Assess

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Role of Trust in Conveying Value

"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.

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Email [email protected] Tel. 919.412.2121