We had a wonderful time last week in Noblesville for the 2018 ISAE Convention. The location was great, Top Golf was a fun outing and we had wonderful speakers spanning the industry. I now know that I cross my arms too much and that coloring outside the lines means you’re a free spirit and creative thinker - not messy.
But what are some other key takeaways? We asked attendees to share a few of the things that stuck out to them so here goes:
- 70% of members or customers make their decision to buy or join, or rejoin, based on emotional connections. To get to that “emotional connection,” you can use a “connection pyramid” (very similar to Maslov’s Hierachy of Needs). At the base of the pyramid are the fundamental needs or table stakes (the minimum you need to deliver). The idea is to work your way up the pyramid to offer value and personal improvement to members to get to a strong emotional connection so members stay with your association. Associations need to be clear on how to get to this emotional connection and clear about what the mission is of the organization. Session: “Beyond the Mission” by Ali Cudby.
- It takes 21 days for a person to make, break or change a habit. If you enforce a change everyday during that time you will adapt to where it is second nature and the old behavior is gone. Session: “Coloring Outside of the Lines” by Jeff Tobe
- The average human only speaks for 11 minutes a day. When we communicate 55% of is NONverbal. The five channels of body language are body angle, hands, arms, face, and the legs/feet. The face is the most deceptive when it comes to body language, and the feet are the most truthful! So pay attention to the feet when talking to someone if you are concerned what they are saying is not truthful. Keynote: Erick Rheam, Lead Without Speaking
- There’s a difference between a big issue and a crisis. A crisis involves bodily injury, death, breaking the law and possible damage to the organization’s reputation and brand. The three best practices in preparing a crisis communications plan include: 1) identify the various audiences who will need to receive the message (including internal audiences); 2) assign seats at the table (what is the chain of command to handle this) and what is the “back up” chain of command; and 3) actually role play and simulate the crisis. Session: Crisis Communication
- Only 2% of customers, members or leaders can name three priorities of the association. Repetition and a clear message that emotionally connects them to the “why” are key. Session: “Beyond the Mission” by Ali Cudby.
If you want to hear more words of wisdom like these be sure to save the date and join us for the 2019 conference in South Bend, July 16-17.