So many business owners and sales professionals join organizations to network andengage. Theirultimategoal is togainbusiness. How successful they will be depends on how they interact. Let’s explore the goal versus outcome conundrum so many people find themselves experiencing. Join the Chamber, the trade organization, special interest group, and more! We are all told of the value of joining. Often times we are told to join because that’s where our target market will be found. And then we’re disappointed when we don’t realize new business. When renewal time rolls around, we don’t renew because we ‘didn’t get anything out of our membership.’ Really? Why not? I submit there By Diane Helbig Being A Joiner – Goal versus Result are two things at play. The first is that we had the wrong expectations. The second is we didn’t understand what it takes to gain business from these memberships. Expectations There is an expectation that simply being a member will result in business. People have been misled to think that there is a loyalty calculation between members of any business organization. Of course, they are disappointed when that membership, in fact, doesn’t turn into new business. My question to those people is this – did you change your buying habits toonly buy fromfellow members of the organization, simply because
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