Retain Trade Members by Building a Roster of Champions

Retain Trade Members by Building a Roster of Champions

By: Miriam Wolk

Even though trade associations count organizations as members, their value still lies in quality interaction with individuals. The most successful trade associations have multiple member representatives, and extremely successful ones will have multiple champions across a company, meaning losing a primary contact at a member company doesn't have to spell trouble.

Traditional professional associations have an individual membership model, with one person to serve, one decision maker, and thus one person ultimately "writing the check." Most trade associations, on the other hand, provide access to multiple company contacts. Some trades put a limit on the number of representatives an organization can list on a roster, or they charge a fee for additional representatives beyond a set limit, while others allow anyone employed by the company to participate in the membership....