Unlock Hidden Potential: Non-Sales Staff as Key Revenue Drivers
“I could never be in sales!”
I can’t tell you how many times I’ve said that to myself, thinking I just didn’t have the confidence, tenacity, or negotiation skills to close the deal. I’ve learned throughout my years in leadership though that those qualities are only a small part of what makes a professional good at sales.
Instead, the best sales professionals I’ve worked with are active listeners, they ask the right questions, they empathize and solve problems, and they’re resilient and passionate. These are skills that everyone on your team possesses, which means that unlocking the potential of non-sales staff to drive non-dues revenue can be a game-changer for associations.
According to the 2024 Association Benchmarking Report, generating non-dues revenue is the top challenge faced by associations today, and many say their sales teams being understaffed is a significant barrier to growth. But what if you could transform every staff member into a revenue driver no matter their department or job title?
Let’s talk about how you can take practical steps to encourage traditionally non-sales staff to contribute significantly to financial goals and help boost the overall success of your association.
EMPOWERING NON-SALES STAFF
The journey begins with recognizing that every association staff member can play a pivotal role in non-dues revenue generation. This involves fostering a customer-centric culture and connecting members to the products and services that meet their needs.
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Change Your Mindset
Start by breaking down the limitations you’ve set for yourself around what selling is and who can do it well. When I started thinking about sales in a less transactional way, and instead considered it to be more about understanding the other person and influencing them to take an action that will benefit them in the long run, it changed my entire mindset.
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Training and Development
Investing in training is crucial. When non-sales staff understand the value of the association’s products and services, they are better equipped to communicate these benefits to members. This enables them to naturally integrate these products into their conversations with members.
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Creating Incentives
Motivating staff with incentives aligned with revenue goals can be highly effective. Rewards programs and recognition for identifying and cultivating non-dues revenue opportunities not only boosts morale, but they also encourage everyone to think creatively about how they can contribute to the bottom line.
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Performance Metrics
Aligning performance metrics with revenue goals ensures that everyone is on the same page. By setting clear, achievable targets for non-sales staff, you can easily track progress and celebrate successes.
BUT MY TEAM IS FOCUSED ON …
Communications
Every association’s communications team plays a vital role in member engagement, which is directly linked to revenue. By crafting compelling content that highlights products and services, you illustrate the path from awareness to purchase. By highlighting success stories from members who have benefited from your services, you not only build trust but also generate leads for the sales team.
Events
Events are a revenue-generation powerhouse. From annual conferences and trade shows to networking and education events, members are attracted to the opportunity to learn, connect and do business with other industry leaders. Event registration and exhibitor fees, sponsorship packages, and advertising options are among the most highly valued offerings an association has, which not only boosts non-dues revenue but also builds loyalty and fosters relationships.
Membership
The membership team is integral to identifying non-dues revenue opportunities through their direct interactions with members. By proactively highlighting additional services and products during the onboarding process and throughout the membership lifecycle, they enhance the overall member experience and provide value. Their efforts in understanding and addressing members’ needs lead to higher member satisfaction and non-dues revenue growth.
TIPS FOR NON-SALES PROFESSIONALS
Disarming and influencing members to make a purchase can be intimidating, especially for those not in traditional sales roles. Here are some strategies that can help non-sales professionals excel in ways that may feel more authentic.
- Build Relationships: Focus on building genuine relationships with members. Understand their needs and pain points, and then offer solutions that address these issues.
- Be a Storyteller: Use storytelling to convey the value of your products and services. Share success stories and testimonials that resonate with your audience.
- Stay Informed: Keep updated on the latest industry trends and developments. This knowledge positions you as an expert and makes your recommendations more credible.
- Listen Actively: Practice active listening to understand the concerns and needs of your members. This allows you to tailor your approach and offer relevant solutions.
- Educate, Don’t Sell: Focus on educating members about the benefits of your products and services rather than pushing for a sale. This builds trust and positions you as a helpful resource.
- Leverage Data: Use data and analytics to identify trends and opportunities. Share these insights with members to demonstrate the value of your offerings.
- Collaborate: Work closely with other departments to share knowledge and resources. A collaborative approach ensures that everyone is aligned with the revenue goals.
FINAL THOUGHTS
By recognizing that all departments have the capacity to impact the bottom line, associations can harness their most valuable resource – their staff – to boost revenue, accelerate innovation, and drive their mission forward. Empowering non-sales staff through training, incentives, and performance metrics aligned with revenue goals is not just a strategy, it’s a requirement to meet the biggest challenge associations face in this moment. So let’s unlock this hidden potential and watch our associations thrive.
