There are many reasons why companies and individuals join professional trade and membership organizations. These groups provide networking opportunities (which is the top reason for most professionals), they usually yield influence in their respective industry - politically, legislatively, professionally and socially, and provide information on economic trends and presentations that enhance professional skills and career development.
I recently was referred to a professional organization by a close colleague who said the group was an A-list membership organization -- mostly CEOs, corporations, business owners. This was confirmed by an event I attended and by the association's membership director (MD), who visited our office to discuss the services and value the organization offered members. "You won't find any Merrill Lynch financial advisors here," MD said.
What a relief! No Merrill Lynch financial advisors! I've met at least six of them in the past three months. Even had lunch with one, Stevenson Martin in New York City, who has been very helpful in introducing me to some other quality networking organizations. I generally like his perspective on business and he has also been a proponent and supporter of our own executive leadership forum -- The Harrington Communications Ripple Effect.
I like Merrill Lynch financial advisors.
MD proceeded to bring up some solid examples of why MD's group was the organization to be a part of -- "Is it worth the price of membership (just under $500) if you make that one contact?"
"Well," I said, "I don't want to be a seat filler and I want to be treated like a Fortune 100 CEO."
MD gave me examples of how MD brings people together and how MD follows up with members who aren't so active to encourage them to attend meetings and events. "If we don't see you for months you will get a call from me," MD said.
I explained how I view memberships - as an alliance. "It's all about partnerships and working together to help grow business and relationships."
"That's what we're about," MD responded. While in our office MD spotted a direct mail piece we just sent out and our Ripple Effect newsletter. "Members can include their fliers in our mailers at xxx rate," MD explained. It was a good rate indeed.
MD shared some solid reasons why Harrington Communications should join MD's organization. I'm intrigued.
Before leaving MD presented two lists of references. "These are our references," MD said as MD pointed to an A-list of presidents, CEOs and other executives from Fortune 500 companies and larger firms." Then MD shared a list of references from smaller companies, which I will refer to as the "B-list." MD left the "B-list" on my desk and took back the "A-list."
I asked MD, "You think I can call some of those references on the A-list?"
"You think you can get through," MD responded. "Join our group and I will be happy to make the introductions."
I'm not so sure - I've already got a Merrill Lynch financial advisor.
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