05/30/2018

Master the Art of the Follow-Up Question

Follow-up questions can help identify members' pain points

Any good relationship starts with good listening. When associations listen well, they can improve the member experience and—maybe even more important—find out why some members don’t come back at renewal time.

But do you take the time to ask? And do you go deeper than a simple “Why didn’t you renew?” Asking your members follow-up questions can help you identify root causes and pain points. That’s something Charlie Norris, chairman of Freshpet, Inc., and Byron Scott, NBA basketball star and coach, encouraged attendees to do during their closing keynote address at last week’s ASAE 2018 Marketing, Membership & Communications Conference.

Their unlikely friendship was formed based on shared leadership values and a curiosity about questions, realizing that great leaders often take time to ask follow-ups. Leaders who do this are, by definition, good listeners, whether they’re in the boardroom or on the basketball court.

Please select this link to read the complete article from Associations Now.