What do your members really want? Jumping to conclusions is never safe.
To run a better membership business, remember these basic truths about everyone who joins your membership:
- “I want to feel important.” No one wants to feel like a number, interchangeable, or easy to forget. Get to know your members as people; find out what makes each one unique and show them you’re paying attention to their individuality.
- “I need encouragement.” Even the best members continue to flourish with positive feedback. Let them know what they’re doing right and how they can keep performing at a high level. They’ll notice and keep up their efforts.
- “I want to believe in you.” Members want to know they can trust you—your knowledge, your expertise, and your word. Show your commitment to helping them succeed and grow by listening, answering questions honestly, and keeping your promises.
- “I want to succeed.” Most members want to do a good job, even if they don’t want to advance in your membership. Explain your expectations clearly and give them the training and support they need, so they know you’re invested in helping them succeed.
- “I want to be motivated.” Yes, motivation springs from inside, but members want to be told why they should complete a project or improve quality in terms that make sense to them. Emphasize the project’s value—personal satisfaction as well as more tangible rewards—to unleash their enthusiasm and commitment.
If you’re ready to multiply your membership and increase your retention, then let’s do it.
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