Acronym

Let’s face it, many of us sort of fell into association management. Not to detract from our profession, but I remember wanting to be a Marine Biologist, not an Assistant Executive Director, when I was 8. I fell into association management because I am well-rounded, am personable, and like the idea of working for a cause greater than simple profit from making widgets. I have had some success in my work also because I’ve learned the difference between ‘sales’ and ‘support’, and why, in associations, the “support” model takes you much further.

Let’s start with definitions (from dictionary.com):

Sale: The exchange of goods or services for an amount of money or its equivalent.

Support: To maintain by supplying with things necessary to existence.

Here are some tips on how to implement supporting your members, exhibitors, sponsors, volunteers, and even your staff:

Ask One Question: How can I (we) support you? It sounds so nice, and it actually means something.

Focus on those you can support, not those you have to sell: Driving revenue is our goal, and I’m not saying that you should turn away money that walks through the door. What I am saying is that you should focus on the core group of people and companies who you can support, and cultivate those relationships to be mutually beneficial, symbiotic ones.

Support = Following Up: Adapt to their modes of communication, but make sure you do follow up with them. A short email or note, a quick phone call, that makes the difference.

Ask Questions: You can’t support if you don’t know anything about them. You can learn all the superficial facts on a website, and plug a few lines into your pitch, but you still don’t know the person, or the company, you only know what they do. Find out what they love, and what they hate, and what they are passionate about. And take good notes.

Meet Them Where They Are: We are all in different places, and you’ll get an instant impression from them, whether they are bored, in a hurry, engaged in your conversation, etc. If they are very detailed, than supporting them means providing many details. If they shoot from the hip, than so do you!

Here are some other examples of Sales vs. Support:

Sales is trying to make someone pay for some kind of ketchup Popsicle with, um, gloves on? Support is finding out what their favorite condiment is, and handing them a cheeseburger slathered in it, with a napkin and a nice little wet nap.

Sales is making loud jokes, talking a lot, and generally acting like you know everything. Support is facilitating, encouraging, and listening.

Sales is a fake personality making a standard pitch. Support is your real self (polished nicely), meeting a specific need for a specific client.

Sales is a method and a tool, and useful in many situations. Support is a paradigm that you use to approach all your interactions with people who support you.