Do You Really Think Suppliers Are Going to Buy That?

Do You Really Think Suppliers Are Going to Buy That?

By Ed Rigsbee, CSP

(645 words)

I recently received this email solicitation from a sizable trade association. I believe it is worth of a once-over. Tell me, would you bite?

Dear Ed,

The International XXX Association would like to invite your company to be part of our association. XXX offers various benefits to Associate Members that would enhance business with current XXX suppliers, while increasing your company's visibility in a global market.
As an Associate Member of the International XXX Association you will receive the following services:
1. Free year-round listing on XXX's website (including your logo) at www.XXX.org.
Be a part of the industry's most complete resource for information on the International XXX + XXX Show, the Association and the industry, links to all member websites.
2. Opportunity to purchase an electronic file of XXX member companies to use in promoting your services to more than 1,600 organizations in the XXX industry.
3. Put your products or services in front of 60,000 XXX leaders. Participate in the International XXX + XXX Show, March XXX, 2010 as an exhibitor in the Industry Service Provider Pavilion, a special destination created for third-party providers who specialize in business solutions for all supply chain participants. The Industry Service Pavilion is located in the South Building adjacent to XXX section and XXX and XXX. Discounted booth space is given to members, member rate of $13.00 per square foot, (non-members rate $18.00 per square foot).
4. Your company logo and company's affiliation published in XXX Reports (monthly XXX member email newsletter) in the July and December issue.
5. A discount for members for XXX Business magazine classified section.
6. Sponsors opportunities at the 2010 International XXX + XXX Show.
We hope XXX’s services will assist your company in saving time and money, while increasing networking opportunities. If you have any questions regarding membership please visit http://www.XXX.org or contact XXX XXX at XXX or XXX@XXX.org.
Thank you for your time and attention and we look forward to working closely with you in the future.
XXX XXX
Manager, Member Services. Sales & Marketing

My question for you as an association executive is simple, “Where’s the Beef?” My apologizes for stealing a 20+ year old Wendy’s Hamburger sound bite; however I truly believe it to be appropriate. This association is trying to get me to become a “supplier” member. As I read this letter the first thing that came into my mind is, “What’s in it for me?” Then I thought, “Can I make any money if I bite?”

When will trade associations start selling value and stop just listing features? When will trade associations hire competent copy writers? Quick, do it now. Go to your association’s web site and click on the “member benefits” tab. Do you read benefits—how membership will make my life better? Or, do you read something else?

Supplier members want to know if they are going to get a reasonable return on their investment. They are tired of “supporting the industry.” The same goes for any industry member.

If this disgraceful effort is all that is put into “selling” vendors, what do you think is being done to motivate current members to remain or other industry people to join? I bet, as you are reading this you are thinking, “We do so much better.” Really, no kidding, is that so? In difficult economic times especially, we all must focus on delivering high levels of actual value to our customers. And for associations, to your members you must deliver yearly sustainable real-dollar value. You ask them to pay dues each year, do you not? What are they getting each year in return?

To turn the above prospecting letter’s features into benefits, all that would have had to be determined is what each item means in dollars and cents—savings or potential income to the prospective supplier. Oh but that would take a few minutes…gosh!

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Ed Rigsbee, CSP is the Chief Member Evangelist at Grow Your Association, a consultancy organization that helps trade associations and professional societies to grow. He is the president and executive director of Cigar PEG Educational Institute, a 501 (c) (3) public charity that serves to improve the industry of professional speaking. Ed is the author of four books: PartnerShift, Developing Strategic Alliances, The Art of Partnering, and Brian Gets to Play. He has over 1,500 published articles to his credit and is a regular keynote presenter at trade association and corporate conferences across North America. He can be reached at 800-839-1520 or www.GrowingYourAssociation.com