Building a relationship is essential to the sales process. Trade associations provide an excellent opportunity to network and build relationships with prospects and customers. However, there is a distinct difference between being a member of a trade group and being involved.
In every industry, there are numerous trade associations that give suppliers access to potential customers. There are associations that represent contractors, design firms, facility owners, manufacturers, and numerous other businesses and organizations. And, there is more to involvement in a trade association than just showing up at monthly meeting. Assuming a leadership role, heading a committee, hosting a meeting, speaking and sponsoring events are ideal ways to increase your visibility and stature within a trade association. Your local ABC, AGC, HBA, ASCE or other association will welcome your efforts. This extra effort portrays you and your firm as a leader in the industry and as someone who can get things done. More important, other members will associate your firm with accomplishment and identify you as someone with whom they want to do business. Furthermore, this involvement will allow you to showcase your talents and abilities. The social interaction will help establish a rapport and allow you to solidify a business relationship.
Ways to become more visible within a trade organization or association include the following:
Do a favor. Does your firm offer a product or service the association may need? Consider donating your product or service, or even a prize, at the next golf outing. Not only will you build goodwill, but you can promote your company.
Get a podium, get an audience. Trade associations regularly feature guest speakers. Take advantage of this opportunity to establish your reputation as an expert on a given topic.
Offer special pricing or incentives to the membership. Consider developing a pricing model just for members of specific associations. Investigate offering affinity programs, which will give you exclusive marketing access to the association’s membership.
Host special events. For the building-trade associations, host a seminar at your facility, give an informational talk and invite a current customer to discuss how you were able to solve his needs.
Offer to write an article for the newsletter. In addition, this is an excellent way to establish yourself as an expert in an industry. For example, for a home building trade association, write about specific applications or projects that are unique to this particular industry segment.
Being involved in a trade association requires a commitment. Your ultimate goal is to be known as "building façade guy," or "she’s the lady I call for all of our school facility design work." But to achieve this, you need to be visible and accessible.
The opportunities for getting results out of trade associations are endless. For those who are willing to make the commitment, enjoy the increased revenue. For those who are not, enjoy the rubber chicken at the next monthly meeting.
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