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Overcoming Objections

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					Membership: Recruitment,
Retainment & Involvement
   Southwest Region Leadership
           Conference
        Hot Springs, Ark.
         July 8-10, 2010
  What’s the VALUE of Joining ARMA?
• Save organization money
• Keep current on info & industry trends to
  make better decisions
• Maximize impact of RIM in your
  organization
• Move on a faster track!
   – Advance your career
   – Gain certification
   – Develop leadership skills
• Develop a network of associates with
  whom you can collaborate!

Make an impact through information and
  education!
What are the key issues for RIM
        professionals?
    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
                                                                                            (Continued)
                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
  Which keys are most effective?


 Personalize the message
 Customize the approach
 Empathize with the prospect
   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
  customizing
• Prospects must believe that ARMA can
  help them do their job more effectively.
  This is how we empathize.
Understanding your audience
          • What is your work situation?
          • What professional
            challenges do you face?
          • What knowledge or
            education do you need?
          • How can ARMA help you in
            those areas?
Know ARMA’s programs
          • Bi-monthly journal
          • Books, videos
          • Webinars
          • Chapter seminars
          • Annual conference
          • Web-based resources
          • Standards
          • Leg/Reg info
     The membership
recruitment and retention
          plan
      A Structured Plan of Action
• What is the function of your Membership team?
  To recruit/retain as many members as possible.
• What are your membership goals?
• What strategies do you use to accomplish them.
• Think of all points of entry and ways to reach
  prospects.
• Reach outside the box to gain members.
  Plan Development & Execution
• Goals / Objectives / Assumptions
• How do you measure success?
• Implementation strategies
• Budget (what will it cost?)
• Evaluate to improve
• Recognition
• Celebrate accomplishments!
    Planning helps you to:
– Keep your membership efforts focused.
– Use limited resources in the most
  productive way.
– Get the board and members committed
  to accomplishing the objectives
– Define what it means to be successful
  as a team.
Membership Recruitment
  Where do we look?
     Where do you draw from?
• Prospects
• Referrals
• New Members
• Existing ARMA members on 099 List
• Reinstatements
• Retention
               Prospects
• 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.
  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:
• 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 !
   Physical vs. virtual participation:
          Both have value!
Physical:             Virtual:
• Chapter meetings    • Information
• Chapter seminars       Management Journal
• Annual Conference   • Chapter newsletters
• Leadership          • Online resources
  Conference          • Leg/reg updates
• CRM Study Groups    • Books
                Referrals
• Referrals are non-members who
  participate in the organization’s
  programs, unsolicited inquiries, former
  members and purchased lists.
• Can be brought to the chapter through
  your members
        Referral Program Tips
• Work through your chapter members
• Send a referral card to members and
  asking them to send back the names of
  prospective members
• Articles in chapter newsletter with a reply
  card or a phone number to call for more
  information
• Have referral forms available at meetings
            Reinstatements
• 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.
           Reinstatements
• 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 good
  reason for them to come back at this
  particular time.
Membership Retention:
    4 Step Plan
  First, what do 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

1. Focus on new chapter members
2. Get everyone involved in an activity
3. Give Recognition to those who do
   Get Involved
4. Develop an Effective Process for
   Renewals
     Step 1 – Focus on new
           members
• Try to identify why they are joining
  & reinforce those benefits
• Establish a system of new
  member orientation
• Allow new members to attend
  their first meeting free…
     Step 2: Try to get everyone
       involved in an activity
•Individuals (and organizations) are less
 likely to drop out and they get more of a
 return on their investment.
•It doesn’t have to be a leadership position!
•It can be participation in activities
•Get members to join chapter committees
•Track their involvement
  Step 3: Give Recognition to
  those Who Do Get Involved
•Every time someone gets
 involved on any level, including
 programs and meetings,
 someone needs to recognize
 them and say “Thank You!”
•Awards Banquet at year’s end.
Step 4: Develop an Effective Renewal
              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.
•Are you reaching out to members up
 for renewal?
Overcoming objections
 Overcoming objections Effectively
• A skill that we need to master if we are going
  to really maximize membership efforts.
• The most important thing when overcoming
  objections is to listen carefully before
  responding.
• It is natural to become defensive when
  someone presents their objection.
• Feel-Felt-Found method is effective!
          Feel-Felt-Found
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
    Outreach
          Outreach methods
• Letters, Emails
• Phone Calls
• Media (including social media)
• Newspapers
• Radio
• Faxing
• Other?
           Letters & Emails

• Personalize letters or emails to the extent
  possible.
• If communicating with an individual, include
  earned designations.
• Consider rules of formality, professionalism.
• Determine if it is appropriate to use first or
  last names (depends on the culture of the
  organization or locale).
                Phone Calls
• Volunteers placing membership calls is better
  than ARMA or a telemarketer.
• It can be more effective than direct mail
  because of the direct interaction.
• Must start with a list of good, qualified
  prospects.
• Have a purpose for the call and an effective
  script.
• Leave a good, positive message.
    Phone Call Purposes

•Follow up tool (with a mailing).
•Invitations to meetings
•Gain valuable information if the
 prospect does not join.
•Should not be perceived as a
 hard-sell technique
                   Media
• 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
  newspaper
• Call public affairs at station – or editor of
  paper
                  Media
• 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 your chapter’s web-site or
  FaceBook page for more information.
               Newspaper
• 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
  level.
• Focus on the discipline of the profession
  as an important part of doing business
     Publicize Chapter Events
• Send press releases before & after events.
• After the event - focus on what was done,
  the benefits and results
• It 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.
                  Radio
• 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 shows & exhibits
• Local industry associations, chambers of
  commerce and professional societies
• 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 & exhibits
• Have ARMA or chapter display.
• Bring promo piece - forms, newsletters,
  articles of interest, chapter brochure.
• Send an advanced mailing to their
  prospective attendee list...
• Plan ahead for booth and materials!
• Use forms from www.arma.org/lr
                  Faxing
• 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
    campaign
       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 volunteers how to recruit:
– The goal is give them confidence
– 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
  campaign
                  Wrap Up
• Why do we join ARMA?
• Features vs. benefits: What does it mean to
  me?
• Keys for recruiting
• Have a plan
• Where to look for members
• Overcoming objections
• Communications and Outreach
• Membership campaigns
           Membership Resources
ARMA Leadership Website:
http://www.arma.org/Leadership/Membership.aspx
Chapter Connections
http://www.arma.org/Leadership/ChapterGovernance/ChapterConnections.aspx

099 List
http://www.arma.org/Leadership/Membership/099Members.aspx
   Member Services
       Trevor Mitchell
Director of Member Services
    ARMA International
Trevor.Mitchell@armaintl.org

      913.217.6004
           Thank You!

.




            Tom Forsyth, CRM
     Past President, Dallas Chapter
     Account Executive, DataBank
          Carrollton, TX. 75007
          Phone: 214-616-0287
    Email: tforsyth@databankimx.com

				
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posted:8/14/2011
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