Association Non-Dues Revenue

How to Research New Prospects for Non-Dues Revenue

By Association Non-Dues Revenue, Expo Sales, Sponsorship Sales No Comments

Researching prospects efficiently and effectively is vital for your association to build a strong non-dues revenue stream. Converting a cold lead or a lukewarm prospect to a customer isn’t easy, but by doing a bit of homework you can successfully reduce the number of calls it takes to close an account.

In a perfect world, you would have ample time for research in advance of meetings with prospects. However, if the reality of deadlines and competing responsibilities leaves you crunched for time, here are 3 suggestions of what to look for in order to find the most important information in less than 15 minutes.

Use LinkedIn to learn more about the decision maker

You may not have time to stalk their profile in detail but be sure to note things like:

  • Common connections- Common connections can instantly turn your cold call into a trusted introduction.
  • Their job description- Doing a quick scan of their responsibilities can give you a good idea of how far their decision-making power extends and if others should be included in the sales process.
  • Their alma mater(s)- This can be a great way to connect personally and perhaps uncover more common connections.

Leverage news sources to identify ‘trigger events’

Are there any notable changes that would make the prospect a great fit for your association’s trade show or publication?

Examples of trigger events are the recent awarding of funding, a new product launch, or an announcement of a merger or partnership.  If you use a CRM like Salesforce, customer headlines can quickly be found on your home screen.

You can also reference:

  • Google Alerts– This free tool from Google will send important news updates about the companies you select to your inbox in real time.
  • Their blog- Anything newsworthy will be shown on the company blog. Checking the blog will not only give you trigger events but it can give you a great sense of the issues and topics that the company cares about.

Mine your own CRM for insider information

  • Have other colleagues had interactions with this company? – Picking up the phone quickly to get them to elaborate on their notes could be helpful.
  • Who are at least 2-3 similar customers that you have helped with solutions? – Being able to spout off about 2-3 names goes a long way in building confidence.
  • Is your current prospect different than the contact name that you have in your CRM? – A new person in a decision-making position could open new doors for your products/services.

The bottom line is that researching prospects is simultaneously one of the most valuable and the most time-consuming sales activities.  Knowing your ‘go-to’ resources can help you to avoid going down the rabbit hole and allow you to get the information that you need to affect the outcome in your favor and the prospect’s favor.

If you are interested in learning more strategies to boost your non-dues revenue, please contact our team to schedule a complimentary “Non-Dues Revenue Check-Up”.

Questions?  202-810-4126 Or Solutions@Paisales.Com.

4 Tips To Sell Out Your Expo Hall

By Association Non-Dues Revenue, Expo Sales No Comments

If you are not selling out your expo hall, your organization is totally missing out on the revenue potential of exhibitor booth fees. The ASAE reports that exhibitor booth fees are the second highest source of non-dues revenue for trade associations, second only to event registration fees. Through 20+ years of helping associations to power up their revenue, PAI Sales has found the following tips to help association executives sell out their expo halls.


Having well-known companies is a great way to establish trust with other companies and to add another layer of legitimacy to your event. The value that these anchor exhibitors bring to your event extends well past the amount that they paid for their exhibit space and sponsorship. Think about ways that you can give extra exposure to these companies on your event website, floor plan, and brochure.


If your event attracts exhibitors that are easily broken down into industry segments, be sure to create unique marketing communication messages for each segment. Companies will want to know which of their competitors will be there and/or which segments are currently underrepresented at your show. One-size-fits-all marketing messaging is becoming much less effective.


When exhibitors are successful they return next year. Anything that you can do to help them be successful is a worthy pursuit. You know your members better than anyone. Sending exhibitors trending topics of interest to your members is just one strategy that can help them be better prepared to have meaningful conversations at their booths. This will also serve to enhance the attendee experience. Another thing to consider, if you have experience with the venue, is passing along any setup and visibility tips that you can.


Implementing a post-show survey for the vendors is not only for the purpose of incorporating feedback and improving your event, it is also a great way to target your prospect list and boost sales next year. Based on the feedback, you can reasonably forecast how many vendors are likely to return and adjust your sales and marketing efforts accordingly.

202-810-4126 Or Solutions@Paisales.Com.

The #1 Sales Philosophy for Non-dues Revenue

By Association Non-Dues Revenue, Expo Sales, Sponsorship Sales, Uncategorized No Comments

Our team just returned from assisting a client at a successful building and construction association event. By the final day of this year’s event, over 75% of the expo hall was already under contract and reserved for next year’s event.  Can you imagine the non-dues revenue and time savings that this scenario could have for your association?

This is only possible with the realization that selling is never complete and the customer experience is as much a part of the sale as the close.  A sale doesn’t end with the exchange of money.  Sure, it’s great when you’ve closed a deal, whether it’s five dollars or five million, but your selling doesn’t end there. In fact, it simply can’t.

Gillin and Gianforte write in their book, Attack of the Customers, ‘…they may never consider a vendor because of a negative reference from a trusted source or even from someone they’ve never met’ and ‘A 2012 survey by ClickFox found that 33% of consumers said providing exceptional customer service was the best way to build loyalty.’

Associations looking to increase their non-dues revenue must make certain that the client continues to receive a positive ‘sales’ experience, for the organization’s sake as well as your own.  In order to sell out your expo hall every year, it is paramount to be aware of ALL client interactions with customer service  to include accounts receivable, accounts payable, shipping, production, and more.

Some potential pitfalls during the client experience are:

  1. Difficulty finding needed information on the website or a complicated payment procedure.
  2. Being tardy delivering the service manual or pre-event information.
  3. Requiring customers to go to multiple different people and channels due to a fractured service delivery model.
  4. Not having enough customer service representatives to handle on-site troubleshooting at the event.
  5. Failing to ask for feedback immediately after the event and incorporating it into future strategy.

Our team has 20+ years of experience selling out expo halls and increasing non-dues revenue for associations.  Our strategy is to work alongside you in partnership to grow your event.  If you are ready to power up your revenue please contact us to schedule a free consultation.

You may also be interested in some of the other success stories we have cultivated for our clients.