Top Hand Club
Developing the Membership Message
Developing a Potential Membership List
Coordination Time
Ways to Maintain Membership
Handling Objections and Questions
Join NC Today!
In an effort to promote NC and continually increase our membership base it is necessary for YOU as a member not only to renew your membership but to recruit cattlemen who are currently not members. Member Services staff are available to help make sure your recruiting efforts are successful.
The Top Hand Club is designed to give something back to those members who choose to have an active part in helping the Association grow. The only competition participants have is with themselves. Individual members will determine the level of reward by how active a recruiter they become. At the end of the membership year the member will be able to use accumulated dollars of membership recruited to receive 3% cash back. The points are gained according to the total dollars of active membership dues the member recruits. To become a member of the NC Top Hand Club a member must recruit a minimum of 3 members for $300 or more in dues. Both NC and NCBA active dues dollars will be counted in an effort to encourage more NCBA memberships in the state.
The following method of membership recruitment can be very successful if it is well planned and if you are willing to commit just a little of your time. The following outline will help you get started. You can customize the drive to fit your situation.
Tune into WIIFM (What's In It For Me.) Be prepared to speak in terms of benefits. Whether it be the information derived from publications and meetings or the impact of the legislative work on the cattlemen's profitability.
It may surprise many affiliates how many cattlemen have never been asked to join either the state or national organization. In 1992, the NC had approximately 5,000 members. USDA indicates there to be nearly 30,000 people involved in the beef industry in Nebraska.
GETTING STARTED
1. At your local association meeting, appoint a member to organize the drive.This is usually the president or the membership chairman. These items need to be addressed by the leader of the drive.
2. Establish a date for the drive to take place. The best approach is a one or two day effort agreeable by the volunteers and when most cattlemen are somewhat not preoccupied.
3. At least six volunteers should be involved. This will vary on the size and potential of your affiliate.
4. Those people who need to know what local, state and national incentives will be gained through successfully recruiting members.
IDENTIFYING POTENTIAL MEMBERS
INFORMATION GATHERING
Obtain a list of all the current members of your local association so that you are not targeting someone who is already a member. Contact the NC office for a current list. Identify cattlemen in your area who have never been members of NC and NCBA. Research the size and type of operation. In addition, identify companies and individuals which do business with cattlemen and approach them about becoming associate members. Make sure everyone on the drive knows the local, state and national dues structure. Simply review the application together to familiarize yourself. This will eliminate a very embarrassing situation. Be sure everyone is aware of member benefits (which are listed in the back of this section). Promote the idea of a fair-share dues structure and that the new membership is one that includes the local, state and national cattlemen's associations. Each organization provides members with different benefits. As a grass roots policy organization, we encourage members to belong at all levels to ensure that their voice will be heard.
OTHER SUGGESTIONS
-
List all members in the primary newspaper that covers your region with a contact name included. This allows non-members to easily access information about the association.
-
Be prepared to answer a myriad of questions.
INNOVATIVE WAYS TO UTILIZE LISTS
Remember, personal contact is the MOST effective means of recruitment.
-
Mail potential members information concerning NC, along with a membership application.
-
Put their names on the mailing list for affiliate functions.
-
Organize an affiliate meeting that specifically targets new members. This allows an open forum for questions and concerns to be voiced by non-members and allows for the exchange of communication.
-
Distribute names to members who reside specifically in those areas.
MATERIALS NEEDED
NC and NCBA can provide a membership package for use with your membership drive. Suggested items include your local, state and national newsletters and publications, a membership brochure or form, a list of your local officers, a list of meeting times and locations, an outline of other membership features and benefits. In addition, keep items on hand which you can give to those prospects.
Compile your lists of prospects into one master list. At a meeting of all of your membership drive participants, split the prospect list up based on locale. Divide your drive participants into teams of two or three people each and assign a number of prospects to each team.Ideally, the teams should cover the area they are most familiar with to ensure they are knowledgeable of the local issues. Assign one or more members of each team to call individual prospects and ask for an appointment.
Tell the prospect that you would like to come and talk to them about membership. Keep in mind when setting your appointments, distance between prospects and allow the time for a good visit at each stop. It is best to give the prospect a range of time that you should be there. An approximate time for each stop is 30 minutes. If you are running late, give your next appointment a call and tell them so.
Before you meet with each prospect, think of what you know about the person you are going to talk to. Every prospect will be handled a little differently. Some people will not be receptive to the "hard sell" in which you get right to the point of joining the association. Some individuals may need to have a softer approach in which discussion of common concerns and experiences will lead to the reasons for joining.
MAKING THE FIRST STOP
1. Introductions are a must.
2. Start a conversation, i.e. common interest type of items, issues critical to prospect’s business.
3. Once communication has started, lead into purpose for the trip.
4. Explain why the prospect’s involvement and support is needed in the association.
5. Talk about some of the local, state, and national issues effecting the cattle industry.
6. Ask them to share some of their concerns.
7. Ask for their membership.
8. Collect dues on the spot if at all possible.
9. Invite them to your next local meeting and offer to give them a ride.
10. Give them something tangible, i.e. a lapel pin, hat, coffee mug, decal, etc.
11. Thank them for their membership and support.
12. If you don’t collect the dues that day, follow up the next week.
SOME THINGS TO REMEMBER
Be a good listener. By listening to their side, you will be able to clear up any misconceptions prospects may have about the local, state, and national cattlemen’s association.
Don’t be hesitant about asking a prospect to join. Your prospects are fellow cattlemen, many of whom need only to be asked to join. Be enthusiastic! The fact that you are a member is good testimony to the value of membership.
Don’t overlook the one business expense offering the best return on your investment--NC and NCBA membership dues. Of course, your prospects have already received the economic benefits of NCBA work on public issues, but members like you, have paid for it.
Questions to ask yourself prior to the visit that will help determine the prospects needs.
A. What is the non-member’s (or prospect’s) past experience with the association, with NC’s services, with me?
B. Am I clear about what I want to accomplish on this call?
C. Do I have a specific, measurable objective?
D. Why am I planning to make this call?
E. How can I demonstrate to the potential member that I have his interest at heart and have a sincere desire to solve his problem and increase his profits?
Have a recruitment wrap-up where all recruitment teams gather to compare notes the last day of the membership drive. A summary of successes and failures can be developed. This will allow the membership chairman to understand where, and who, to focus on next time.
A follow-up thank you note is appropriate and recommended to your new members. Try to get your new members involved as soon as possible. They realize the benefits of membership quicker and are more likely to renew their membership each year. When you have your local meeting, be sure to recognize the new members. Make the extra effort of introducing them to everyone and make them feel welcome.
An additional source of prospective members is your local livestock auction. You may want to set up a lunch meeting and invite prospects in for a free meal. This gives you the opportunity to make a small presentation about the local, state and national associations.
Your local associations may have other effective recruiting methods. Use what works for your particular situation. Don’t be afraid to try something new. If you have an effective recruiting program share it with other local associations as well as you state and national cattlemen’s association. We all need to work together to keep our beef industry strong.
"Everyone in the cattle industry benefits from cattlemen associations but only a few are paying for it. All cattlemen need to belong to their state association as well as the National Cattlemen's Beef Association. Together, we can have a strong industry."
George Swan Past NCBA President
Be prepared to answer objections. It is human nature to protest. This is where it is vital to listen and understand what he or she said or intended to say. Once their concerns have been explained, you will know where to concentrate the rest of your message. For example:
1. "Your dues are too high."
Refer to the economic impacts of the most recent lobbying successes. Explain the high costs of lobbying and emphasize the future challenges the beef industry will face. NC has played an integral role in exempting most veterinary supplies from sales tax. They are also continually working to reduce property taxes in the state. A comprehensive list of NC victories is available from the NC office.
2. "I am already paying the dollar check-off, that’s my contribution to the industry."
Explain that these funds are collected by the Nebraska Beef Council, not Nebraska Cattlemen.By law, NC and the Beef Board are two separate organizations with separate missions. The National Cattlemen’s Beef Association and the NC helped initiate legislation that created the Beef Board and we support their educational and promotional efforts for the beef industry. However, by law, theses funds cannot be used for legislative and regulatory purposes, thus an apparent need for membership in the NC.
3. "I don’t agree with NC’s policy on ..."
NC cannot acknowledge your position if you’re not a member. Since NC’s policy is driven by individual members, your vote and opinion can make a difference. We need your input.
4. "I don’t need any more magazines or newsletters."
The U.S. Cattle industry is increasingly competitive. Having timely and accurate information will have an impact on your profitability. The NC publications help producers stay abreast of the state issues that affect them most.
5. "I am already a member of the NCBA. I feel that they are all I need."
The state membership is also an important membership for your to have. NC will have power and influence within the national association with your membership. We must be partners with NCBA to truly be instrumental in ensuring the longevity of the beef industry.
6. "I’ll use my dues to help pay my personal property taxes."
NC does not favor taxing personal property. The stance that NC supported and still supports is to cut government spending first, and if additional revenue is required, raise it through sales and/or income tax increases. The taxing of breeding livestock, machinery and fertilizer is anti-agriculture and anti-Nebraska. NC continues to seek reversal of taxing personal property and relief for all cattlemen and their tax liability.
Top Hand Club
Developing the Membership Message
Developing a Potential Membership List
Coordination Time
Ways to Maintain Membership
Handling Objections and Questions
Join NC Today!
In an effort to promote NC and continually increase our membership base it is necessary for YOU as a member not only to renew your membership but to recruit cattlemen who are currently not members. Member Services staff are available to help make sure your recruiting efforts are successful.
The Top Hand Club is designed to give something back to those members who choose to have an active part in helping the Association grow. The only competition participants have is with themselves. Individual members will determine the level of reward by how active a recruiter they become. At the end of the membership year the member will be able to use accumulated dollars of membership recruited to receive 3% cash back. The points are gained according to the total dollars of active membership dues the member recruits. To become a member of the NC Top Hand Club a member must recruit a minimum of 3 members for $300 or more in dues. Both NC and NCBA active dues dollars will be counted in an effort to encourage more NCBA memberships in the state.
The following method of membership recruitment can be very successful if it is well planned and if you are willing to commit just a little of your time. The following outline will help you get started. You can customize the drive to fit your situation.
Tune into WIIFM (What's In It For Me.) Be prepared to speak in terms of benefits. Whether it be the information derived from publications and meetings or the impact of the legislative work on the cattlemen's profitability.
It may surprise many affiliates how many cattlemen have never been asked to join either the state or national organization. In 1992, the NC had approximately 5,000 members. USDA indicates there to be nearly 30,000 people involved in the beef industry in Nebraska.
GETTING STARTED
1. At your local association meeting, appoint a member to organize the drive.This is usually the president or the membership chairman. These items need to be addressed by the leader of the drive.
2. Establish a date for the drive to take place. The best approach is a one or two day effort agreeable by the volunteers and when most cattlemen are somewhat not preoccupied.
3. At least six volunteers should be involved. This will vary on the size and potential of your affiliate.
4. Those people who need to know what local, state and national incentives will be gained through successfully recruiting members.
IDENTIFYING POTENTIAL MEMBERS
INFORMATION GATHERING
Obtain a list of all the current members of your local association so that you are not targeting someone who is already a member. Contact the NC office for a current list. Identify cattlemen in your area who have never been members of NC and NCBA. Research the size and type of operation. In addition, identify companies and individuals which do business with cattlemen and approach them about becoming associate members. Make sure everyone on the drive knows the local, state and national dues structure. Simply review the application together to familiarize yourself. This will eliminate a very embarrassing situation. Be sure everyone is aware of member benefits (which are listed in the back of this section). Promote the idea of a fair-share dues structure and that the new membership is one that includes the local, state and national cattlemen's associations. Each organization provides members with different benefits. As a grass roots policy organization, we encourage members to belong at all levels to ensure that their voice will be heard.
OTHER SUGGESTIONS
-
List all members in the primary newspaper that covers your region with a contact name included. This allows non-members to easily access information about the association.
-
Be prepared to answer a myriad of questions.
INNOVATIVE WAYS TO UTILIZE LISTS
Remember, personal contact is the MOST effective means of recruitment.
-
Mail potential members information concerning NC, along with a membership application.
-
Put their names on the mailing list for affiliate functions.
-
Organize an affiliate meeting that specifically targets new members. This allows an open forum for questions and concerns to be voiced by non-members and allows for the exchange of communication.
-
Distribute names to members who reside specifically in those areas.
MATERIALS NEEDED
NC and NCBA can provide a membership package for use with your membership drive. Suggested items include your local, state and national newsletters and publications, a membership brochure or form, a list of your local officers, a list of meeting times and locations, an outline of other membership features and benefits. In addition, keep items on hand which you can give to those prospects.
Compile your lists of prospects into one master list. At a meeting of all of your membership drive participants, split the prospect list up based on locale. Divide your drive participants into teams of two or three people each and assign a number of prospects to each team.Ideally, the teams should cover the area they are most familiar with to ensure they are knowledgeable of the local issues. Assign one or more members of each team to call individual prospects and ask for an appointment.
Tell the prospect that you would like to come and talk to them about membership. Keep in mind when setting your appointments, distance between prospects and allow the time for a good visit at each stop. It is best to give the prospect a range of time that you should be there. An approximate time for each stop is 30 minutes. If you are running late, give your next appointment a call and tell them so.
Before you meet with each prospect, think of what you know about the person you are going to talk to. Every prospect will be handled a little differently. Some people will not be receptive to the "hard sell" in which you get right to the point of joining the association. Some individuals may need to have a softer approach in which discussion of common concerns and experiences will lead to the reasons for joining.
MAKING THE FIRST STOP
1. Introductions are a must.
2. Start a conversation, i.e. common interest type of items, issues critical to prospect’s business.
3. Once communication has started, lead into purpose for the trip.
4. Explain why the prospect’s involvement and support is needed in the association.
5. Talk about some of the local, state, and national issues effecting the cattle industry.
6. Ask them to share some of their concerns.
7. Ask for their membership.
8. Collect dues on the spot if at all possible.
9. Invite them to your next local meeting and offer to give them a ride.
10. Give them something tangible, i.e. a lapel pin, hat, coffee mug, decal, etc.
11. Thank them for their membership and support.
12. If you don’t collect the dues that day, follow up the next week.
SOME THINGS TO REMEMBER
Be a good listener. By listening to their side, you will be able to clear up any misconceptions prospects may have about the local, state, and national cattlemen’s association.
Don’t be hesitant about asking a prospect to join. Your prospects are fellow cattlemen, many of whom need only to be asked to join. Be enthusiastic! The fact that you are a member is good testimony to the value of membership.
Don’t overlook the one business expense offering the best return on your investment--NC and NCBA membership dues. Of course, your prospects have already received the economic benefits of NCBA work on public issues, but members like you, have paid for it.
Questions to ask yourself prior to the visit that will help determine the prospects needs.
A. What is the non-member’s (or prospect’s) past experience with the association, with NC’s services, with me?
B. Am I clear about what I want to accomplish on this call?
C. Do I have a specific, measurable objective?
D. Why am I planning to make this call?
E. How can I demonstrate to the potential member that I have his interest at heart and have a sincere desire to solve his problem and increase his profits?
Have a recruitment wrap-up where all recruitment teams gather to compare notes the last day of the membership drive. A summary of successes and failures can be developed. This will allow the membership chairman to understand where, and who, to focus on next time.
A follow-up thank you note is appropriate and recommended to your new members. Try to get your new members involved as soon as possible. They realize the benefits of membership quicker and are more likely to renew their membership each year. When you have your local meeting, be sure to recognize the new members. Make the extra effort of introducing them to everyone and make them feel welcome.
An additional source of prospective members is your local livestock auction. You may want to set up a lunch meeting and invite prospects in for a free meal. This gives you the opportunity to make a small presentation about the local, state and national associations.
Your local associations may have other effective recruiting methods. Use what works for your particular situation. Don’t be afraid to try something new. If you have an effective recruiting program share it with other local associations as well as you state and national cattlemen’s association. We all need to work together to keep our beef industry strong.
"Everyone in the cattle industry benefits from cattlemen associations but only a few are paying for it. All cattlemen need to belong to their state association as well as the National Cattlemen's Beef Association. Together, we can have a strong industry."
George Swan Past NCBA President
Be prepared to answer objections. It is human nature to protest. This is where it is vital to listen and understand what he or she said or intended to say. Once their concerns have been explained, you will know where to concentrate the rest of your message. For example:
1. "Your dues are too high."
Refer to the economic impacts of the most recent lobbying successes. Explain the high costs of lobbying and emphasize the future challenges the beef industry will face. NC has played an integral role in exempting most veterinary supplies from sales tax. They are also continually working to reduce property taxes in the state. A comprehensive list of NC victories is available from the NC office.
2. "I am already paying the dollar check-off, that’s my contribution to the industry."
Explain that these funds are collected by the Nebraska Beef Council, not Nebraska Cattlemen.By law, NC and the Beef Board are two separate organizations with separate missions. The National Cattlemen’s Beef Association and the NC helped initiate legislation that created the Beef Board and we support their educational and promotional efforts for the beef industry. However, by law, theses funds cannot be used for legislative and regulatory purposes, thus an apparent need for membership in the NC.
3. "I don’t agree with NC’s policy on ..."
NC cannot acknowledge your position if you’re not a member. Since NC’s policy is driven by individual members, your vote and opinion can make a difference. We need your input.
4. "I don’t need any more magazines or newsletters."
The U.S. Cattle industry is increasingly competitive. Having timely and accurate information will have an impact on your profitability. The NC publications help producers stay abreast of the state issues that affect them most.
5. "I am already a member of the NCBA. I feel that they are all I need."
The state membership is also an important membership for your to have. NC will have power and influence within the national association with your membership. We must be partners with NCBA to truly be instrumental in ensuring the longevity of the beef industry.
6. "I’ll use my dues to help pay my personal property taxes."
NC does not favor taxing personal property. The stance that NC supported and still supports is to cut government spending first, and if additional revenue is required, raise it through sales and/or income tax increases. The taxing of breeding livestock, machinery and fertilizer is anti-agriculture and anti-Nebraska. NC continues to seek reversal of taxing personal property and relief for all cattlemen and their tax liability.