{"id":12838,"date":"2024-08-08T07:00:12","date_gmt":"2024-08-08T07:00:12","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=12838"},"modified":"2026-06-23T09:54:00","modified_gmt":"2026-06-23T09:54:00","slug":"unlock-hidden-potential-non-sales-staff-as-key-revenue-drivers","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/unlock-hidden-potential-non-sales-staff-as-key-revenue-drivers\/","title":{"rendered":"Unlock Hidden Potential: Non-Sales Staff as Key Revenue Drivers"},"content":{"rendered":"\t\t
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\u201cI could never be in sales!\u201d<\/p>\n

I can\u2019t tell you how many times I\u2019ve said that to myself, thinking I just didn\u2019t have the confidence, tenacity, or negotiation skills to close the deal. I\u2019ve learned throughout my years in leadership though that those qualities are only a small part of what makes a professional good at sales.<\/p>\n

Instead, the best sales professionals I\u2019ve worked with are active listeners, they ask the right questions, they empathize and solve problems, and they\u2019re 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.<\/p>\n

According to the 2024 Association Benchmarking Report<\/strong><\/a>, 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?<\/p>\n

Let\u2019s 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.<\/p>\n

EMPOWERING NON-SALES STAFF<\/strong><\/h2>\n

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.<\/p>\n

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    Change Your Mindset<\/strong><\/h3>\n<\/li>\n<\/ol>\n

    Start by breaking down the limitations you\u2019ve 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.<\/p>\n

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      Training and Development<\/strong><\/h3>\n<\/li>\n<\/ol>\n

      Investing in training is crucial. When non-sales staff understand the value of the association\u2019s 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.<\/p>\n

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        Creating Incentives<\/strong><\/h3>\n<\/li>\n<\/ol>\n

        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.<\/p>\n

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          Performance Metrics<\/strong><\/h3>\n<\/li>\n<\/ol>\n

          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.<\/p>\n

          BUT MY TEAM IS FOCUSED ON \u2026<\/strong><\/h2>\n

          Communications <\/strong><\/h3>\n

          Every association\u2019s 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.<\/p>\n

          Events <\/strong><\/h3>\n

          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.<\/p>\n

          Membership<\/strong><\/h3>\n

          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\u2019 needs lead to higher member satisfaction and non-dues revenue growth.<\/p>\n

          TIPS FOR NON-SALES PROFESSIONALS<\/strong><\/h2>\n

          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.<\/p>\n