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Thanks for addressing this. I believe that many associations take their sponsors for granted, doing the same old things every year for them, which may work for a while but doesn't do either party any favors in the long-term. And with limited marketing budgets, it's time to be smarter about how we work with sponsors.

When we think of marketing, we often imagine the planning and strategizing process, thinking up great ideas, writing great copy. But when we think of sales, we imagine the face-to-face conversations, and this can be intimidating to many. Selling seems so transactional, and we think about our experiences of being a prospective customer at the hands of an overbearing salesperson. But it doesn't have to be that way, it can be educational with a focus on developing the relationship, not selling a product or service.

I think it's time to stop offering the same old sponsorship levels (platinum, gold, silver, ugh) to the same old sponsors and start thinking about partnerships, "let's sit down and talk about your goals and our goals -- how can we help you and how can you help us achieve those goals." Not "it's $5000 to sponsor the welcome reception and you'll get lots of signage." Thanks for starting the conversation.

Sponsors are not much different than members. Both want 'value' for their dues, contributions, etc. But the trick is to sell BEYOND that value. People don't want to be sold, but they love to buy. Little bit of 'Tom Hopkins' in there (sales training guru) but if associations will survive and thrive, we have to look at our challenges with a different set of glasses.
Great topic for discussion.

Why do I hear association professionals talk a lot about marketing, but less about sales?

In my experience, many association professionals have surprisingly little familiarity with the world of their association members. Many are excellent managers of association programs, and that's where their focus is--internally, on their programs. So when it comes time to sell their program to their members, the pitch is almost always based on the attributes of their program rather than the needs of their constituency. If that's the world you live in, "marketing" is relatively easy. "Sales" is really hard.

Thanks for the feedback, good to that you are all out there!

Deirdre, those are all great comments and points, and I had to laugh, I just finished selling our Welcome Reception, for $5000, with lots of signage! I should heed your advice and dig deeper...

Scott, great point, I'll have to read Tom Hopkins, never have...which leads me to Eric's point, funny enough, I have learned more about sales by listening to our members, and sitting in on the sessions that we coordinate for them! And I agree, I think 'sales' seems harder than marketing. More comments are welcome for this topic...

Who is the best salesperson you know, and why?

I have been in sales for years and I know a number of excellent sales people. At the end of the day they are the ones that make the "sales experience" as human and emotionally bonding as possible.
1st. The more a sales person believes in what they are selling and are able to transfer that emotion to a potential buyer, the better they are.
2nd. The more a sales person is genuinely interested in solving problems for people, the better they are.
3rd. The more a sales person is able to create meaningful relationships over time, with humor, creativity and honesty the more successful they will be.

Why do some people hate being asked to 'sell' something to someone else?

Apart from the negative stigma associated with "selling", I think a lot of people who don't like to sell are intimidated by 1. the rejection that comes from not making the sale and 2. the perception that selling is tricking people into buying something they don't want or need.

What first comes into your mind when you are asked to sell something?

The first thing that comes to my mind when I am asked to sell something - "how is this going to make the buyer's life better", but I have made sales my profession...