Prospecting for New Customers? Local Groups and Organizations Can Help You Strike Gold
By Stacy Sacco | March 2, 2011
A client and I recently discussed ideas to sell her employee healthcare and wellness services to small businesses owners. The first thought was to attend a meeting of the local chapter of the Society for Human Resources Management since their members are drawn from the human resource area and make buying decisions about employee benefits and healthcare programs. The local Albuquerque area affiliate is the Human Resource Management Association of New Mexico (HRMANM). With a membership of over 400 human resource professionals, it would seem an ideal organization to connect with to sell her services.
I suggested attending one of their monthly luncheons to meet potential prospects firsthand. Depending on her budget, she may want to consider sponsoring one of their meetings or advertise in their member newsletter or on their website.
- Advertisements in HRMANM’s e-Newsletter reach 500 HR professionals and cost from $75 to $200 each, with discounts for multiple runs.
- Advertisements in their Broadcast Email run from $600 to $1,000 with a $100 discount per ad for a 2-time run.
- Meeting sponsorships run from $1,000 to $4,000, and website sponsorships run from $50 for your logo on their Resource Gallery to $5,000 for coverage throughout their website for an entire year.
- Prices for renting HRMANM’s mailing list range from $300 for one mailing to $1,000 for a six-month period.
With so many options, I suggested that she track the results of each promotional effort to determine which, if any, resulted in a sale and should be repeated. She can accomplish that by developing a system to ask everyone who contacts her, “How they heard about her company?” and then track their answers by media including which ones resulted in a sale.
Since my client’s target market is 50-100 employees and she can sell statewide, I suggested that we research other human resource organizations located in New Mexico. We found several including four additional SHRM affiliates plus a statewide council, and five other industry-related groups:
SHRM New Mexico State Council
The council hosts an annual statewide conference that offers several promotional opportunities. For example, you might want to speak at the conference. Although you can’t “sell” your services from the podium, you can get some excellent exposure to this particular audience as an industry expert to add to your reputation. To stay abreast of their activities, the council hosts a blog, Facebook and Linkedin pages, and a Twitter account.
4 Corner HR Association (Farmington, NM)
EnergyPlex Human Resources Association (Hobbs and Lea County)
Northern New Mexico HR Association (Santa Fe, NM)
Southern New Mexico HR Association (Las Cruces, NM)
Human Resource-Related Industry Groups
American Payroll Association (Albuquerque Chapter)
American Society for Training and Development (New Mexico Chapter)
International Society for Performance Improvement (New Mexico Chapter)
Native American Human Resource Association
New Mexico Healthcare Human Resources Association
By doing a little digging, you can unearth numerous local organizations and groups to connect to sales prospects in your industry and location. To get started, visit WESST’s New Mexico Networking Resources page and download the Rio Rancho/Sandoval County Networking Connections PDF for additional links to local networking organizations.
About the Author
Stacy Sacco is Regional Manager of WESST’s Rio Rancho office. He also teaches sales and marketing at UNM Anderson School of Management in both the UNM MBA program and entrepreneurial studies program; and he serves as one of 15 instructors in the SBA’s national Emerging 200 program for inner-city entrepreneurs.
Stacy has over 25 years experience in marketing management with Hyundai, Transamerica, Avco Financial Services, Kirtland Federal Credit Union and the Greater Albuquerque Chamber of Commerce. He has served as the President of both the New Mexico and Orange County Chapters of the American Marketing Association, publishes several lists including the New Mexico Directory of Professional Association, and hosts the annual New Mexico MARCOM Mixer which brings together over 350 members of the key marketing-related clubs statewide.
Stacy has been recognized as one of 100 Power Brokers and received the NMAMA’s Marketer of Excellence Award for his contribution to professionalism statewide. He earned his MBA from Pepperdine University and Bachelor’s Degree in Marketing from the University of Arizona.