Many business owners are hesitant to join industry and business associations for two reasons: the cost to join and the time commitment required to participate in association events. Both can be valid objections providing you have taken the time to fully research and understand the association and decided that membership has little or no value to your particular situation and business. Create a list and check it against what the association offers members in terms of exposure and services. At the top of your list should be the question 'Can I recoup membership cost and get paid for the time I spend at association functions and events?' Almost 100 percent of the time the answer to this question will be yes. The key is to mine the value of membership, which can include member discounts on products and services, alliances, advertising opportunities, and education opportunities through seminar and workshop series. Remember business and industry associations must provide value and benefits to their members in order to secure and retain them. Most associations provide great opportunities, but the rest is up to you. Profiting through membership requiresx a plan and participation to realize the value and benefits of membership to the fullest extent. The checklist represents a few opportunities that can be created or exploited in terms of joining business and industry associations. Use this checklist for two reasons. One, identify areas in business that are your current weaknesses and that could be improved with help and adivce from other small-business owners. And two, use the checklist as a yardstick to measure each association that you are considering joining. The associations that meet your needs will be a highter priority than those that do not.
Web Resources
www.marketingsource.com/associations: Online directory listing more than 35,000 business associations.
www.uschamber.com: The United States Chamber of Commerce
Excerpted from the 'The Ultimate Small Business Marketing Guide'
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