Overcoming Objections by chenshu


									Recruiting and Retaining
 Southeast Region Leadership
      Meeting July 2004
Why do you join an association?
          What’s the VALUE ??
• Save organization money
• Current information for
• Maximize impact of RIM

Make an impact through
 information and education!
What are the key issues for RIM
    MOST               The impact of technology is driving the RIM industry today,
  CRITICAL             including conversion to electronic records; data retention,
   ISSUES              storage and recovery; and software implementation. Despite the
                       demands of technological innovation, many employers don’t
                       provide enough support to records management.

NET ERM                                          28%           NET RETENTION, STORAGE, RECOVERY             15%
Electronic records management                     18%           Retention scheduling                         9%
Converting from paper to electronic                             Records/information storage                  5%
 information                                        5%          Disaster recovery/ Emergency preparedness    3%
Electronic records control/ Controlling                         Movement of information                      1%
 electronic information                             5%         NET SOFTWARE, OTHER TECH.                    10%
Time to input data in electronic management                     Implementation of new
 systems                                            1%           programs/software/technology                4%
NET SUPPORT FOR RIM                              26%            Emerging technologies                        4%
Lack of support for records management            10%           Effective records management software        2%
Gaining respect/recognition for profession          8%         NET EFFICIENCY/TIMELINESS                    7%
Financial resources/funding/ Time budgets           7%         NET INDUSTRY STANDARDS                       6%
Employer buy-in                                     2%         NET GOV'T REGULATIONS                        3%
Personal development                                1%         NET OTHER                                    23%

                                 Q12.     What are the one or two most critical issues you face in
                                          your position today with respect to records and
                                          information management?
INTEREST IN            Members show the most interest in technology and its risks,
 EDUCATION             including ERM, information protection and legal issues. Industry
                       standards and legislation also draw strong, widespread interest.

             Q21. Document management systems                    56%                       34%           10%

              Q22. Electronic records management                      75%                        21% 4%

                 Q23. Standards and best practices                58%                       35%          7%

      Q24. Records centers/archives management              37%                   41%              22%

      Q25. Information protection (security, digital
     preservation, disaster recovery, vital records)
                                                                  59%                       35%          7%

        Q26. Legal consideration, records retention                 65%                         29%       6%

                                       Q27. Privacy           43%                     42%             14%

 Q28. Impact of legislation on records management
                                                                 55%                       35%           10%
       (e.g., HIPAA, corporate accountability)

                                                                        High   Moderate   Low


                                  Q21-28. Please indicate your level of interest in pursuing ARMA
                                       educational offerings in each of the following topics as either
                                       high, moderate or low interest.
                 Most members like to receive education at local seminars; online
PREFERRED        courses and seminars are also gaining widespread acceptance.
CHANNELS         Thus, localized and Internet distribution top the agenda for
                 supplementing education at the annual conference.

Educational seminars in your area                      86%

                  Online Courses                 62%
                                                                           68% in Canada,
                                                                          82% International
             Annual Conferences             48%

               Internet Seminars           40%
                                                                   53% International

              Video Conferences      19%

                     Audio Tapes     15%

                Teleconferences 11%

                          Q30.   What are your preferred delivery method(s) for future
                                 educational sessions?
   Keys to effective
membership recruitment
   Keys to effective recruitment

 Personalize the message
 Customize the approach
 Empathize with the prospect
Understanding your audience
          • What’s their work situation?
          • What professional
            challenges do they face?
          • What knowledge or
            education do they need?
          • How has ARMA helped you
            in those areas?
   Understanding your audience
• Prospects want to know if you know who
  they are and what they face every day. –
  This is how you personalize.
• Prospects need to know that ARMA knows
  what they do for a living. This is
• Prospects must believe that ARMA can
  help them do their job more effectively.
  This is how we empathize.
Know ARMA’s programs
          • Bi-monthly journal
          • Books, videos
          • Online seminars
          • Chapter seminars
          • Annual conference
          • Web-based resources
          • Standards
          • Leg/Reg info
     The membership
recruitment and retention
              Have a plan
• Membership function - is to try to recruit
  and retain as many members as possible.
• Membership goals and the strategies
  used to accomplish them should be part
  of a structured plan of action.
• Think of all points of entry and ways to
  reach prospects
• Reach outside the box to gain members
    Member Recruitment Plans
• Goals / Objectives / Assumptions
• Measurement criteria
• Implementation strategies
• Budget
• Evaluate / Re-tool
• Celebrate accomplishments!
The membership recruitment and
       retention plan
• Lessons Learned:
  – The membership plan will help keep your
    membership efforts focused.
  – A well thought out plan will help limited
    resources to be used in the most productive
  – Plus it helps define success and gets the
    board and members committed to
    accomplishing the objectives and being
    successful as a team.
    The membership plan:
Evaluate / Re-tool / Celebrate

            • WWW / WNI
            • Improve the program
            • Keep at it!
            • Recognize the work of all
• Prospects
• Referrals
• New Members
• Reinstatements
• Retention
  How do we get people to stay?
• Listen to / meet expectations
• Introduce them to others
• Engage them in meaningful activity
  – Based on their needs
  – Based on their skills
  – Achievable, non-threatening
• Give recognition for contributions
         Recruitment Tips: Greater
            Columbus Chapter
•   Add a personal touch
•   Welcome members and guests upon arrival
•   Introduce members to members / guests
•   Ensure no one feels excluded
•   Develop a camaraderie of fellowship
•   Entice members and guests to come back
•   Follow-up / Follow-up / Follow-up !
• Tailor your message to your audience -

   A good message aimed at the wrong
  audience is about as effective as giving a
  great speech to an audience that doesn’t
           speak your language.
   Physical vs. virtual participation:
          Both have value!
• Chapter meetings    • Information
• Chapter seminars      Management Journal
• Annual Conference   • Chapter newsletters
                      • Online resources
                      • Leg/reg updates
                      • Books
• Referrals are nonmembers who
  participate in the organization’s
  programs, unsolicited inquiries, former
  members, and purchased lists.
• Can be brought to the chapter through
  your members
How to have a referral program through
 your chapter members-
  – send a referral card to members and asking
    them to send back the names of prospective
  – Articles in chapter newsletter with a reply
    card or a phone number to call for more
  – Have referral forms available meetings
• Reinstatements are former members
• ARMA provides this list to the chapters in
  the Chapter Connection
• We can’t approach former members the
  same way we do first time prospects.
• First, know when and why they left.
• Your message is “what’s new?” Tell them
  what has happened since they left the
  organization that makes it meaningful to
  them to join again right now.
• Make it clear that you know that they use
  to be members and that there is a reason
  for them to come back at this particular
Membership retention

     Four Step Plan
       Membership Retention
What we know:
• It costs more to get a new member
• First and second year members are less
  likely to renew – if they initially do not see
  the value
 Four step program for retention
Step One – Focus on new members
• Try to identify why they are joining -
   reinforce those benefits
• Establish a system of new member
• Allow new members to attend their first
  meeting free…
 Four step program for retention
Step two: Try to get everyone involved in an
• individuals and companies involved are
  less likely to drop out - they get more of a
  return on their investment
• Not necessarily a leadership position - it
  can be participation in activities
• Track their involvement
 Four step program for retention
Step three: Give Some Form of Recognition
  to those Who Do Get Involved
• Every time someone gets involved on all
  levels, including programs and meetings,
  someone needs to say “thank you”
 Four step program for retention
• Step four: Develop an Effective Renewal
  Invoicing Process
• ARMA makes six contacts with the
  member before marking their record
  inactive. One of the six contacts is a
  telephone call and another is a hard copy
  invoice in the mail.
Overcoming objections
       Overcoming objections
• Overcoming objections effectively is a skill
  that all of us need to master if we are going
  to really maximize our membership efforts.
• The most important thing when overcoming
  objections is to listen carefully before
• It is natural for recruiters to become
  defensive when someone presents their
       Overcoming Objections
There is one technique that can be used to
  overcome virtually any objection

          Feel-Felt-Found method
  When prospects say that they think the
  membership is too expensive or that they
  don’t have time to participate, the person
      asking them too join simply says:

 “I know how you feel, I felt the same way
     myself, but I found that membership
       really was a great investment”
Communications and
Letters -
• Personalize all letters including earned
• Match the level of formality with the level
  of who is receiving the letter with the level
  of who is sending the letter.
• Determine if it is appropriate to use first
  or last names. Depends on the culture of
  the organization.
• Volunteers placing membership calls is
  better than HQ staff or a telemarketer
• Can be more effective than direct mail
  because of the direct interaction
• Must start with a list of good, qualified
• Have an effective script...
• Other uses of telemarketing
  – follow up tool with a mailing
  – can be used as invitations to meetings
  – to gain valuable information if the prospect
    does not join.

  – Should not be perceived as a hard-sell
• Public Service Announcements (PSAs)
  promote services of general interest to a
  wide audience of viewers or listeners
• Shred day or How to organize your
  personal files and records
• Short lengths of air time radio, T.V. and
• Call public affairs at station – or editor of
• Remember that your message has to be
  brief and to the point.
• Give the listener an address to write or a
  number to call for more information
• Or provide Web site for more information.
• Write letters to the editor
• Send chapter events to the business
  journal calendar of events
• Write articles - think about who is reading
  it and how/who it impacts on a business
• Focus on the discipline of the profession
  as an important part of doing business
• Send press releases before and after an
• After the event - focus on what was done,
  the benefits and results
• Needs to be for a good cause such as
  improvement of some sort.
• Invite the media out but have someone
  who can talk about it.
• Don’t forget about Radio - send releases
  to the Public Affairs Director
• “Look at it as the good side of business”,
  it’s not about ARMA and who we are, it’s
  about the ability to compete or serve in
  community business at its best.
• Don’t sell your name, sell the message
Trade show and information
   Trade shows and information
• Most industry associations, chambers of
  commerce and professional societies
  have several opportunities throughout the
• Booths can help you qualify your
  prospects, listen and talk to them.
• Make notes on business cards that you
  collect and follow up with a personalized
  letter or call...
   Trade shows and information
• An expensive display is not needed
• samples of every promotional piece -
  applications, magazines, newsletters
• have a back drop or banner indicating
  who we are.
• Send an advanced mailing to their
  prospective attendee list to encourage
  people to come by the booth...
   Trade shows and information
• Order promotional materials and chapter
  display from ARMA HQ
• Forms are in the Chapter Connection
• Reserve booth at least four weeks in
• Materials allow 10 days
• Has some appeal because it is more
  important than mailing.
• New rule – don’t fax to anyone that is not
  affiliated with you. Give them a way to opt
  out of receiving another fax.
• Develop a piece specifically for fax
  machines, no photos or colors, easy to
  respond and easy to read
Member get a member
• The American Society of Association
  Executives found in a study that member-
  to-member recruiting was found to be the
  most effective way of getting people to
  join organizations...
• Train volunteer recruiters how to recruit:
  – The goal is not to make sales people out of
    them but simply to give them confidence to
  – Educate them in a professional way on
    reasons to join
  – Group training works best
  – Talk about challenges they are going to face
    and how they can overcome the challenges...
      Membership campaigns
• Identify a volunteer leader as a head of
  the campaign because it gives added
  credibility asking for support from others
• Adequately plan all activities surrounding
  the campaign and set a time frame for
  the campaign
• Have clearly defined goals and objectives
  - challenging yet achievable
      Membership campaigns
• Members will make many contacts with
  people who do not join - have a follow-up
  system that enables someone to call on
  these prospects again
• If the member joins after the follow up
  they should be counted as part of the
               Wrap Up
• Features vs. benefits
• Keys for recruiting
• Have a plan
• Prospects, referrals, new members,
  reinstatements and renewals
• Overcoming objections
• Communications and Outreach
• Membership campaigns
  Member Services
         Anita Willis
Director of Member Services
    ARMA International

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