Fernald Business Association

Join associations that your customers, or potential customers, belong to; as well as other industry and business stakeholders (such as suppliers, competitors, your community).

If your customers sell to others, also look at associations where the end customers participate. Typically the cost of joining an industry association is not that high; and is, in fact, relatively inexpensive when you consider that you will be able to directly reach customers (and often reach them in a way that is more meaningful and effective in building relationships).

Joining an industry or small business association is a highly effective small business strategy and needs to be on your list of top marketing tactics. Once you’ve joined, you need to attend association meetings and participate in association events. To be even more effective: join the association board or an association committee. Get involved. This will allow you to spend valuable time with your customers, or prospective customers, and will also allow you to give back to your industry.

In addition, you will gain valuable contacts and have better access to business resources for your industry. The benefits to members of joining associations include:

1. Excellent ability to connect with customers and other stakeholders in your industry;
2. Association membership will also provide you opportunities for contact with potential customers and with suppliers (who may provide you with referrals to prospective customers);
3. Industry educational programs;
4. Access to hard-to-find industry research and statistics (these often include invaluable benchmark studies and business performance metrics);
5. Industry conferences;
6. Group discounts on business services (such as cell phone programs, merchant discount programs, gas discounts, courier programs, and more);
7. Supporting the industry association to act officially or unofficially as lobbyists for the industry they represent to all levels of government;
8. Some industry associations have certification programs for individuals (such as the certified sales professional program) and for companies (such as programs that certify companies that have achieved a certain professional and/or business level);
9. And, often membership in an association will give you access to the membership list (your new contacts list) once you become a member.

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