2018 September Newsletter
Value in Membership
As a college instructor, one of the classes that I taught was the “Introduction to Selling”. My favorite part of the class was the ah-ha moment when the students understood the difference between features and benefits. Features are of course, the tangible and intangible qualities of the product or service, where as the benefits are the value or worth that is derived from that product or service. Now here is the ah-ha moment…every feature can potently have numerous benefits that creates different levels of value. Once the students grasped this, they better understood the concept of what a customer perceives as value.
Today, SME, Inc. of Sioux Falls is a flourishing, non-profit organization that is the premier organization for developing and sustaining a driven and influential force of leaders in the community; and we do this by continuously providing features such as networking opportunities, world-class education and signature events; which-in-turn provides our elite membership the multitude of benefits and the incredible value that is “An Edge To Your Success®”.
I came across an article on LinkedIn that talked about the difference between features, benefits, and value. The article by Brian Felker, https://www.linkedin.com/pulse/real-difference-between-features-benefits-value-brian-felker/ puts the concepts into focus: “your product defines the features, your people define the benefits and your customer defines the value. This is what drives people to make buying decisions. The value is unique to each consumer, and it is why your product is important to them.”
As we move into the new 2018-2019 SME Calendar year, this creates a great opportunity to discuss with potential members, SME’s product features (networking, word-class education and signature events), and describing how SME’s benefits have created exceptional value for you and your organization.
The Recruitment Committee’s Kickoff Contest/Challenge has begun, you should be contacted by your Team Captain (One of the 15 SME Board Members) with the challenge to invite qualified quests to our next Membership Meeting. Each qualified guest will earn 3 points for the team and if they join 7 points are then awarded. This is a competitive and fun way to share the SME value with potential new members.
Roxanna McKenna, MBA
“Price is what you pay. Value is what you get.”
American Business Magnate