Just Ask 1
How to get a new member in Ten Minutes
Jayme Gallenson MBA EA North Bay Past President
Got your attention! No, you probably can’t get a new member in 10 minutes, but that is the amount of time you have to take charge of the situation and focus the conversation on the key elements that would motivate a potential member to join the Society. Fortunately, we have a lot of studies and psychological data associated with selling, education, client retention and acquisition to draw on. So let’s get down to the brass tacks about a conversation with a prospective new member and the best way to facilitate a motivational dialogue that provides the greatest opportunity for success. Let’s start out with a few rules.
1. Don’t try to sell the potential member on membership. A sales approach traditionally enjoys a success rate of less than 20%. An educational approach yields up to an 80% success rate. Find out what they need and show them how you can meet those needs.
2. We want to invite the prospective member to apply for membership in the organization. This immediately portrays an organization that is selective in the quality of its members. It makes the candidate (not potential member) feel valued.
3. Now the tough part. You have to take control of the conversation. Your job is simple. You need to get the potential member to talk about the biggest challenges of their practice or career that they need to improve in order to take them to a higher level of success.
4. Keep prodding until you get at least three things that would make a significant difference in their practice or career. Three is a magical psychological number. Two items are two few and four tips the scale towards overwhelming. Get them to give you the three greatest challenges they are facing currently.
5. Listen; let them talk until they have covered the issues. Then repeat them back and ask if you are both on the same page. Then Stop, Breathe and Think.
6. Now, talk about how the resources of CSEA (Staff/members and key contacts) can help them solve these issues. Remember, we learned in the Mellos Institute workshop that the greatest value of our organization is the collective knowledge of our members AND in our organization our members are not competing, they are supporting.
7. Use personal experiences and your knowledge of other members’ experiences to reinforce the concept that the resources of CSEA really work.
8. Get them to agree as you cover each issue.
9. Summarize and then point out this is only part of the potential benefits of membership.
10. By this point in time you should have clearly demonstrated the value of membership. Don’t be afraid to ask them to join.
11. They may ask about cost. Simply state that anything that has this scale of benefit has an associated cost. The financial is minimal compared to financial benefit (saved time, growth, and profitability) Do tell them we expect our members to become involved in the organization and the more they get involved the greater the benefit they will derive.
Sure you say, that all works in theory, but does it work with a potential or existing member? Well, we put it to the test with one of our members who was concerned about their value of membership in the organization. I will try and give you a recap:
Member: I am having trouble seeing the value of membership in the organization. What does CSEA really offer that justifies the cost of membership?
Response: Those of us that are active in the organization see a myriad of benefits, but that doesn’t mean they are all important to you. Tell me what is going on in your practice or career that presents the greatest challenge. What would make your life, easier, more profitable and enjoyable when it comes to doing taxes?
Member: Well I have outgrown the ability to run my practice from home. Too many distractions. To move out I am seriously considering purchasing an existing practice but I am unsure of what I need to do in this area to control costs and give myself the greatest opportunity for success. Finally I am afraid if I expand; I would not have the expertise I need readily available to capitalize on increased or more complex situations that may come my way.
Response: It looks like there are three areas right now that you need help in path to greater success. First, practice transition from home to a brick and mortar location. Second, practice acquisition… what you need to make it a success and protect your investment. Finally, a continual resource of readily available knowledge and assistance to help you open up more complex and profitable opportunities. Is that correct?
Member: Pretty much so.
Response: We have had members in exactly your situation that can walk you through the process. For example when I left the employer I was working for, it was a member of CSEA that provided me advice and assistance in setting up my own practice. That advice has generated more revenue than a lifetime of membership dues. As to the issue of acquisition, I know personally of a couple of members who acquired practices that I can put you in touch with to help guide you through the process. They also know of legal experts they can recommend helping make sure you protect your investment. Finally, regarding the issue of getting in over your head, that is probably the easiest to solve. Just by going to chapter and state events, I have met members that are tremendous resources in various aspects of the industry. Whether it is RDP’s, BOE audits, ACA, or other areas, the society is always cultivating mentors that we can connect with other members. You may move into that position during your career (flattery will get you everywhere). We even have a secret weapon, an ex IRS top level technical specialist that for a very low fee you can get supported answers to key issues of taxation.
Member: That is pretty impressive. I do think the cost of membership is comparatively high.
Response: Not really, you get a lot more than what you pay for. If we save you three hours of research you have paid for your membership. If we open up a new segment of your practice, then you have gotten earnings for pennies on the dollar. Comparatively when you factor in software, insurance, facility and materials costs, the tool that provides the greatest opportunity (membership in CSEA) is probably the least expensive.
Member: Ok, I hadn’t looked at it from that perspective.
Response: Great, let’s see about getting you actively involved in the organization so you can quickly tap into this resource.
Hopefully this provides some insight into the possible dialogue that works effectively in membership development, whether it is recruiting a new member or retaining an existing member. Draw on your personal experiences and the experiences of others. Not only will you generate or retain a member but you will also add another ally to your professional life. Generating a new member or retaining an old member is not as difficult as it may seem. Some of my greatest friendships started out because of situations like this.
Note: Mr. Gallenson graduated at the top of his class in strategic leadership with an extensive exposure to personal psychology, organizational development and motivational principles.