J is for Join
Getting involved with your trade association, chamber of
commerce, or other industry club is a smart idea. It is even smarter to be active in the
associations where your clients participate.
Over the long run the people who invest their time in organizations will
build a reputation in their business community.
Being known in a world full of noise and distractions is benefit that
can never be taken away. It can also be
a key to promotions and new career opportunities. While it might sound cliché,
it is true that people do business with those they know, like and trust. Joining and being active in industry groups
is one of the best ways to becoming known, liked and trusted.
Sales people dismiss the idea of joining associations for
two reasons. The first one I hear far too often is that there are too many of
their competitors in the group. While your own industry organization might only
have competitors, your client’s trade group is made up of people to whom you
can do business. If you skip out because
your competition got their first you are handing them a lifetime of
relationships. Being late to the party
does not mean you cannot cultivate important connections. It will take time, but if you are present and
a contributor to the community, you will enhance your network.
The second reason people say they do not join organizations
is the time commitment. To discover the value from joining business association
you must do more than pay dues. To have successful return on investment you are
going to have to attend the meetings, be active in online chat, and volunteer
to serve on committees. Yes, there is an
investment, but most people in business waste a lot of time doing “research”
(which often means surfing the internet, or doing other useless tasks. Participation with clients, prospects,
industry vendors, and even competitors can have a long term impact on your
sales and your career.
Most companies will cover the costs of membership and
attending monthly meetings or annual conventions. It is common for sales
oriented companies to sponsor events or host booths at association events. But to maximize this investment they are
better served when someone from the company steps up and is active in the
group. If you take on this role, you will also be recognized for your efforts.
If you company will not pay your dues to join groups, you
may want to consider paying your own way. Joining organizations is an
investment in getting to know many of the movers and shakers in an industry. While
present at meetings make it a point to get face time with the people you most
want to know. Remember that meeting someone once does not make them part of
your network, and it can take seven to ten interactions with a person before
they start to recognize you. Thus your expectations
from joining group must have a long-term focus.
All opportunities come from people and joining associations,
chambers of commerce, and other business clubs will lead you to more success. Associations are more relevant than ever, and membership has its privileges.
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Thom Singer is a keynote speaker and professional master of ceremonies. He talks regularly to corporate audiences in competitive industries that are sales focused and whose people are seeking greater success. http://www.EngagingSalesSpeaker.com
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