If you’re in the business of selling products or services to associations, you may have come across the term “Association Management Company” (AMC). But what exactly is an AMC, and why should you care? In this article, we’ll explore the world of AMC and explain why they can be an essential part of your association sales strategy.

What is an Association Management Company?

In simple terms, an AMC is a company that manages multiple associations. Rather than each association having its own staff and infrastructure, they outsource these functions to an AMC. This means that a single AMC can manage the day-to-day operations of many associations, often with the same staff members working across multiple organizations.

Why Do Associations Use AMC?

There are several reasons why associations choose to work with an AMC:

  • Cost-Effective: By outsourcing their operations to an AMC, associations can save money on staffing and infrastructure costs.
  • Expertise: AMC staff members often have specialized expertise in association management, allowing them to provide better service to the associations they manage.
  • Flexibility: AMC services can be tailored to the specific needs of each association, providing greater flexibility than hiring full-time staff members.
  • Scalability: As associations grow or change, an AMC can quickly adapt to meet their needs without requiring significant investment in new infrastructure or staffing.

How Do AMCs Work?

AMCs operate under contract with each association they manage. The AMC staff members work as the executive directors and staff of the association, while the association’s board of directors retains ultimate control over its operations. Each association is assigned an “account executive,” who acts as the main point of contact between the association and the AMC.

Why Should You Care About AMCs?

If you’re in the business of selling products or services to associations, AMCs can be a valuable part of your sales strategy. Here are a few reasons why:

  • Access to Multiple Associations: By working with an AMC, you can gain access to multiple associations with a single point of contact. This can be a more efficient way to reach a large audience than trying to contact each association individually.
  • Increased Visibility: If you can get your product or service in front of an AMC, you may be able to reach multiple associations at once. This can increase your visibility in the association market and help you build your brand.
  • Networking Opportunities: AMCs often hold events and conferences for the associations they manage. These events can be a great opportunity to network with association staff members and build relationships that can lead to future sales.
  • Efficiency: By working with an AMC, you can save time and money on marketing and outreach efforts. Rather than trying to contact each association individually, you can focus on building relationships with a single point of contact.

AMCs can be an essential part of your association sales strategy. By working with an AMC, you can gain access to multiple associations, increase your visibility in the market, and build valuable relationships with association staff members. If you’re looking to the association market, it’s worth exploring the world of AMC to see how they can help you get on more stages.

If you are a member of the community Ed Rigsbee has full 20 minute program on Association Management Companies that includes names, examples and strategies to succeed. Watch it here. 

Associations are a great platform for professional speakers to showcase their expertise and connect with potential clients. However, with so many speakers vying for these opportunities, it can be challenging to stand out and get hired. Understanding what associations are looking for in a speaker can help increase your chances of being selected.

  1. Relevance: Associations want speakers who can address the specific needs and interests of their members. This means that your topic should be relevant to the association’s industry or mission. For example, if the association is focused on healthcare, a speaker who specializes in healthcare technology would be a good fit.
  2. Experience: Associations want speakers who have a proven track record of delivering engaging and informative presentations. They want to know that you have experience speaking to similar audiences, and that you have a good understanding of their industry. So, it’s important to have a clear and detailed speaker’s bio, and to have testimonials or references from past clients.
  3. Engagement: Associations want speakers who can connect with their audience and create an interactive experience. This means that you should be able to use a variety of methods to engage your audience, such as storytelling, humor, and audience participation.
  4. Credibility: Associations want speakers who are experts in their field and have a good reputation. This means that you should have relevant qualifications, such as degrees or certifications, and that you should have a strong online presence and reputation.
  5. Alignment with Association’s Goals: Associations want speakers that align with their goals, values, and mission. It’s important to understand the association’s objectives and tailor your proposal to align with these goals.

With over 100,000 associations in America looking for professional speakers who can address the specific needs of their members, there are plenty of opportunities to get assignments at the state and national level. The onus is on you to convince the decision-makers that you can contribute to THIER success.

Make sure your brand includes a track record of delivering engaging and informative presentations, the ability to connect with audiences, and can align your expertise with  a given association’s goals. By understanding these key factors, you can increase your chances of being selected as a speaker for an association event.

Professional speakers play a vital role in the business world, providing valuable insights and inspiration to audiences through their presentations. As such, it is important for these speakers to position their businesses in a way that showcases their expertise and value. Here are some tips on how professional speakers can position their businesses:

  1. Define your niche: It is important for professional speakers to specialize in a particular area in order to differentiate themselves from others in the field. Defining your niche allows you to target specific audiences and tailor your message to their needs.
  2. Develop your brand: Your brand is a combination of your image, reputation, and messaging. It is important to develop a consistent brand that reflects your unique style and personality. This can be achieved through the use of a consistent logo, website, and social media presence.
  3. Create a strong online presence: In today’s digital age, it is essential for professional speakers to have a strong online presence. This includes having a professional website that showcases your speaking topics, experience, and testimonials. It is also important to use social media platforms to connect with potential clients and promote your speaking services.
  4. Focus on building relationships: Building relationships with potential clients is key to positioning your business as a trusted and reliable source of information. This can be achieved through networking events, attending industry conferences, and building relationships with event planners and other speakers.
  5. Create value for your clients: Professional speakers should strive to create value for their clients by offering unique insights and solutions to the problems they face. This can be achieved through in-depth research, staying up-to-date on industry trends, and offering personalized presentations that cater to the needs of specific audiences.
  6. Utilize storytelling: Storytelling is a powerful tool that can help professional speakers engage their audiences and drive home their message. By incorporating stories and anecdotes into their presentations, speakers can make their message more relatable and memorable for their audience.
  7. Showcase your expertise: It is important for professional speakers to demonstrate their expertise in their field through the use of case studies, research, and data. This can help establish credibility and demonstrate the value that they can bring to their clients.

Overall, positioning your business as a professional speaker requires a combination of specialized knowledge, a strong brand, and a focus on building relationships and creating value for your clients. By utilizing these strategies, you can position your business as a go-to source for insights and inspiration in your field.

Since the mid-1990s, I have been presenting the topic, “Sell Your Speaking to Associations through the Back Door” at the annual convention of the National Speakers Association (NSA), at NSA chapter meetings, at international speaking associations, and at my own intensive retreats. The noticeable red flag that I most frequently see that stands in the way of speaker success is positioning. Your brand is a piece of your marketplace positioning strategy which is important, however too little time is spent by speakers in positioning themselves in such a way that trade associations and professional societies can buy their services. If they cannot fit you into one of their speaker slot niches or categories, you most likely will not get hired.

Sell to the market, and not your ego

The decision makers that are selecting speakers for their meetings are looking for the value they believe their members need…not your passion! Sometimes the happy coincidence is that they are both one in the same…but not frequently. Associations are looking for both hard and soft skills for their members but not “How Needlepoint Makes You Happy” or other random topics. The topics most desired are traditional to running a successful business or practice…perhaps from a new window? They are not looking for “Chess for Beginners.” You must sell to what the market wants, regardless of your feelings of what they SHOULD want.

Consistency of topic

Nobody is an expert on 10 topics…perhaps a couple? One is always better. When your website offers 10 different topics, you are perceived as a handyman style trainer. Those are the persons that are only getting $500 for a speech…which is okay if that’s your thing. The content experts and thought leaders that have positioned themselves well are the ones getting $5,000 to $10,000, or more, for their speeches. You need to decide on which you are, stick to it, and drive it as part of your positioning. Additionally, be careful of positioning one speech as pro-something and another as anti-the same thing. You must drive your unique expertise in one direction.

Clarity of topic

I once told an attendee at one of my intensives that her topic, “Helping Loved Ones Pass” would not likely sell at many associations. After digging into her material, it was obvious to me that she was really speaking about productivity…which is quite popular with association decision makers. It’s not that you cannot share what you are passionate about but you have to wrap it in a package that sells. Productivity, leadership, marketing, sales, teambuilding, customer service, HR, generational issues, etc. are solid topics for association meetings. You simply have to wrap your brilliance in the common topics so the association decision makers know which “pigeon hole” to insert you into. Do that and they can easily book you for an upcoming meeting!