Marketing and Selling to Associations in the New Millennium 2004 Edition now available on CD or via electronic transmission to your entire sales team! Order today and receive a free copy of How to Sell Yourself !

ASSOCIATION MANAGEMENT & MARKETING RESOURCES

“Your company’s link to marketing and selling to the association marketplace”

5807 Grosvenor Lane, Ste 100, Bethesda, MD 20814 USA

phone: 301.530.9066  fax: 301.530.9076

Stephen C. Carey, Ph.D., CAE

Lead Marketing Strategist

Dear Colleague:

This letter contains information and an order form on the only two association marketing and selling publications, which address issues and concerns of the service provider community. They are especially geared for sales executives needing information on marketing to the association and nonprofit industry in uncertain times. The publications are: Selling to Associations: A Beginner to Mid-Level Guide to Selling Products and Services, and,Marketing and Selling to Associations and Nonprofits in the New Millennium: A Service Provider Guide to Understanding a Changing Association Marketplace. The 2004 edition is now available on CD and via electronic transmission for quantity purchases for your entire marketing and sales team.

Selling to Associations: A Beginner to Mid-Level Guide to Selling Products and Services to Associations--Targeted at beginners, mid-level business partners or sales representatives new to working with associations as a marketplace.

The initial need for this workbook came from a series of focus groups conducted among business partners to associations over a period of several years. At the time, business partners voiced a need for knowledge about the $30 billion association marketplace. This book answers that call. This book does not teach general sales techniques and methods. It assumes that readers are qualified and well-trained sales and marketing representatives.

The goal of the workbook is to arm the service provider with knowledge about how to sell to the unique association market, especially in these unique and uncertain times. The association structure is different from corporations; therefore, the sales approach must be adjusted. This workbook is a study of the basics of the marketplace as well as the nuance and detail of associations, which new and midlevel salespeople need to understand the marketplace.

This workbook is also a valuable reference for mid-level sales representatives who have not worked with associations for some time. It provides insights into the associations thinking processes, otherwise unattainable except by years of trial and error. We are hopeful that all service providers who read this book will come to understand and appreciate the association from not only the selling perspective, but also from the perspective of the association executive.

This workbook is divided into two parts. The first part provides information in the variety of association-specific selling areas. It is both philosophical and filled with specific association related facts needed for digestion of the entire association marketing arena. Part two provides a series of tips on selling specific product lines to the association, such as hotels, CVBs communications and other products and services.

Finally, at the end of each chapter, you will find a series of questions and answers concerning the major learning points of the chapter.

Although this workbook does not pretend to be an authoritative subject on how to market or sell a product or service, it does offer the service providers, especially those new to the profession of selling to associations, concrete and specific information as to the nature of our business and how to go about attracting association business for the company.

Finally, in these times of security and financial hardship and stress, we hope that this workbook will give each sales representative the appropriate knowledge of this community, with which to meld professional sales and marketing skills.

Publication Contents

Part one of the workbook contains nine chapters, which outline the basics of selling to associations. Chapters one and two address the association marketplace itself and the decision-making process, which association executives use to buy their goods and services. These two chapters will acquaint the service background information on the various products and services that are sold to associations. Also covered is where key decisions are made concerning each product line.

Chapters three and four address the research one needs to conduct prior to making client contact. Both of these chapters detail for you the variety of association specific research necessary to allow you to “get to know” association clients and their needs.

Chapters five and six concentrate on the personal side of selling and how one goes about building a relationship with an association client, as well as techniques involved in the association sales call itself. Chapters seven and eight discuss using the media to attract associations, as well as how to market your product or service during trade shows, while

chapter nine addresses the ethics involved in selling and relates ethics to specific association situations.

Chapters ten through fifteen provide tips on selling the variety of product lines (meetings, conventions, I/T, Administrative and financial services, etc) sold to the association industry. Within these chapters each type of product or service is discussed from the standpoint of tips the service provider can use to sell each particular product or service.

Marketing and Selling to Associations and Nonprofits in the New Millennium: A Service Provider Guide to Understanding a Changing Association Marketplace(2004 EDITION NOW ON CD OR VIA E-MAIL)

Following the publication of Selling to Associations, this is the first publication, which addresses the changing nature of associations in the 21st century, from a marketing and selling perspective. Your selling and marketing staff, will find a wealth of strategic and tactical information to digest, concerning how associations are preparing, and indeed doing business differently, now and in the future in a security and financially conscious environment.

Few association business partners understand the nature of the changes taking place in the association marketplace. Although much has been written on the subject, no one has integrated and made simple, understanding how these many changes and trends are going to affect the association and service provider community.

This book meets this challenge and creates an invaluable guide for the service provider community. In this book, your staff will learn:

  • Interrelated national and global trends affecting associations
  • Unique lead sources undiscovered by many business partners (Updated 2004)
  • Unique ways to get involved in the association community (Updated for 2004)
  • Unique client contact methods (Updated for 2004)
  • How structural changes in association volunteer and staff management will effect entry points (Updated for 2004)
  • The impact of changing patterns of association leadership on the selling equation
  • New millennium association operations and effects on members and customers
  • Continuing effects of financial downturns, mergers, downsizings and competition on the fabric of the association, and how it will affect you the seller
  • Association membership true value and bottom-line needs of the future
  • 21st century outsourcing trends in conventions, tradeshows I/T and other areas
  • A complete annotated listing of sources of nondues income by functional area with special section of internet / electronic sources (Updated for 2004)

We think you will see that this valuable no nonsense, to-the-point resource will provide your sales team with an integrated primer on strategic and tactical marketing and selling to associations in the new millennium. Prepare your staff now to deal with the changing association missions and buying patterns.

Order both books today! As a thank you, we will send along a free copy of Jack Morton’s book, How to Sell yourself and All Sorts of Things, a hidden jewel that prescribes the value of common sense in selling!

MARKETING AND SELLING PUBLICATIONS ORDER FORM (W)

___ I want to purchase BOTH books for the package price of ($95.00)

___ I wouldlike to purchase theSelling to Associations: A Beginner to Mid-Level Guide to Selling Products and Services to Associations ($58.50)

___I wouldlike to purchase Marketing and Selling to Associations and Nonprofits in the New Millennium.($52.50). Add a CD @ $35____(must purchase the print version.)

___ DISCOUNTS FOR MULTIPLE COPIES OF THE MARKETING AND SELLING TO ASSOCIATIONS IN THE NEW MILLENNIUM 2004 EDITION ON CD OR VIA ELECTRONIC TRANSFER FOR YOUR SALES TEAM (MINIMUM LICENSE OF 10 @ $35 EACH)._____CD’S_____E-MAIL VERSION (WE WILL SEND YOUR MASTER COPY. Greater discounts for minimum of 25-500—Call)

___ CALL US ABOUT IN-COMPANY ASSOCIATION MARKETING AND SALES TRAINING FOR YOUR NATIONAL SALES MEETING AND CONFERENCE!

___Send a free copy of How to Sell Yourself and All Sorts of Things by Jack Morton!

ORDER INFORMATION

NAME:______

TITLE:______

COMPANY/AFFILIATION:______

ADDRESS: ______

CITY/STATE/ZIP:______

PHONE:______FAX:______E-MAIL______

POSTAGE, SHIPPING AND HANDLING: Add 13.50 for both books or $9.50 for one book. Add 28.50 for FED EX. Check must accompany order. No Credit cards. Mail payment to:

AMMR PRESS

5807 Grosvenor Lane, Ste 100,

Bethesda, MD 20814

Questions or for list removal: Ph: 301.530.9066 Fax: 301.530.9076