Top Down or Bottom Up?
Which approach is better for driving membership growth targeted at organizations, top down or bottom up?
When trying to reach a corporate or business audience for your membership, do you head straight for the CEO’s door? How is your success? If you are like many organizations, then I am guessing that you are not successful at getting meetings with CEOs of major corporations. Why not?
In order to get the mindshare of a CEO, you need two things: 1. A connection 2. Proof. To have a connection, you need an in with the CEO. Whether it is a friend, associate, board member, or a church member you need to find a way that you can get in front of the CEO. For more information on how to connect, check out Keith Ferrazari’s book Never Eat Alone.
Once you have an audience, what are you going to show them? Are you going to tell them how great your organization is? That is not going to work. If you really want their support, then you are going to have to prove to them that being a part or supporting your organization is going to help them improve their image or bottom line. That is all it takes.
Another tactic is to start from the bottom and work your way to the top. Start recruiting members at the lower level of an organization and use their experience and connection to gain interest over time. This might not be a quick fix, but in the long run if you get enough members within one organization, then you will have a huge momentum push to get in contact with more senior members.
So which way is better?
Are you decisive and a great connector? Go for the top.
Are you good at keeping all types of people in your organization? Then I would recommend starting from the bottom and work your way to the top.
Which ever method you choose, just choose, make a plan, and prove to everyone that your organization is worth joining.
Keep growing,
Chris
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