Are you solving problems for your customers, clients, and members or focusing on your organization’s needs instead?
While it can be tempting to wax poetically about how wonderful our products, services, and organizations are, our customers, clients, and members care about what they need, not what we have to offer. What are they worrying about? What aggravates them? How can we make their lives easier? Save them time and money?
Keeping up with what your customers want and need and how your organization can solve their problems is pivotal to success. What that answer is inevitably changes over time. That’s why evolving offerings and services continuously to meet changing needs that you regularly gauge is so critical. And letting go of what isn’t resonating anymore.
Once you have found great solutions to your customers’ needs then it becomes much easier to use clear consistent messaging and engaging story telling to spread the word about the benefits of your products and services. Which kinds of customer problems you are going to solve flows from your mission and what you hopefully have already identified as your organization’s unique competitive advantage.
No matter how zippy or eye catching our slogan or graphics, if we are not taking care of what our customers need, someone else will inevitably step in who will. What steps are you taking to solve your customer’s problems and communicate what you are doing to help them?
Membership organizations have faced unprecedented challenges in the last few years between the impact of the economy, massive changes to so many industry sectors and professions, and constantly evolving technology and ways of doing business. New entrepreneurial membership web sites may enter your niche that offer online services that meet many of your members’ needs at a lower cost.
There is a sea change in people’s attitudes toward associations and other membership organizations. It is no longer a given for people to belong to a professional or trade association.
The bottom line – it is not about your organization, it is about your member or customer. What is in it for them?
What are the compelling reasons that people should belong – not because they are in this profession or business but because your organization gives them benefits that they cannot live without. Do you know what is important to your members and prospective members? What they need and want? What problems keep them up at night? How can you help solve them?
If your answers to these questions are based on historical answers, it is important to revisit them through market research, listening to your constituents through social media and what they say when they contact your organization, and having regular conversations with members and prospective members in key segments. Take every opportunity you can to chat with people and listen carefully to what they care about. Ask questions about how can we help you, how can we make a difference in your life and to your business?