Building Up Your Business with Builder Members
Building Up Your Business with Builder Members
Ten Tips for Associate Members
If you’re an associate member who expected to get mega-business from builders as soon as you
joined, you may have been a little disappointed. Like most worthwhile things in life, it just
doesn’t happen overnight. Shaping your own career took time and nurturing; so did developing
your client base. The rules don’t change at the builders association. It still takes an investment of
time and patience to reap the rewards of membership. However, I’ve discovered that you can
maximize the return on your dues investment and achieve your business goals through the
association, if you follow a few steps for success:
1. Clearly define your goals. What is it that you want from your membership? Increased
sales, an enhanced image, greater credibility and visibility? Clarifying what you want will
help you develop the right strategies to achieve your goals.
2. Identify your potential customers. Which specific types of builders should you target?
Are there also associate members who may need your products and/or services?
3. Develop a list of your customers’ biggest concerns. Consider what keeps them awake
at 2:00 a.m. Focus on building long-term business relationships.
4. Determine your role in supporting the needs of your potential customers. Compare
your goals to your customer’s needs to determine how you can meet their needs. Look for
common bonds.
5. Identify association activities for involvement. Which areas will give you the most
exposure to your target customers? Where can you work side-by-side with builders to
develop a trusting relationship?
6. Identify your level of commitment. How much time or what kind of service can you
afford to give your association and potential customers? Decide what you can commit to,
and then keep your commitments. Demonstrating your ability to follow-through is
important when working with potential customers.
7. Get involved! Volunteer for an association project. Join a committee, sponsor an event,
or teach a class. Build your business by building relationships.
8. Mind your manners. Be subtle in your approach to builders at meetings. Attend and
participate, but don’t try to hard sell anyone.
9. Stay on top of industry news, techniques, and trends. Read your local, state, and
national newsletters and publications and share the information with your potential
clients. They’ll appreciate the time- and cost-saving updates.
10. Refer a builder to a new client. Everyone loves new business