By Carolyn Shomali

While a business development strategy undoubtedly guides our association sales efforts, there's another benefit to strategy that is often overlooked – guiding the hiring process.

But, 86% of our associations reportedly lack a business development strategy, raising a crucial question: are we effectively staffing our teams for success?

Sean Soth is the Founder of the Professionals for Association Revenue (PAR) and says that strategy not only defines the work of an association’s business team but also provides clarity on the type of individuals required to perform the work effectively.

“Our strategy may dictate that we need to lean into different ways to get the work done because the work is the most important piece. Instead of a business developer, maybe we need a support person,” Soth says.

But the majority of associations do not appear to be taking this approach. In a PAR survey, 51% of associations said more staff focused on business development would improve business. Dan Cole is the Head of Sales for AVIXA's InfoComm show and says while the natural inclination is to hire more people, particularly as resources increase, the solution is much simpler: hiring the right people.

“I have a very strict list of criteria,” he says.

Cole, who has over 35 years of sales and leadership experience, says he strategically builds his team by seeking self-motivated individuals with leadership qualities who are ready for collaboration. He looks for candidates who are committed to a valued-based sales approach, are proficient in technology like CRMs, and who possess what he calls “an attitude of urgent enthusiasm."

“[I look for] someone that enjoys or at least tolerates prospecting, that’s not going to sit on their hands, is motivated by success, and can absolutely countenance the word ‘no’ as an opportunity to go to the to the next step with another client - not just leave this client in the dust, but that is not going to let rejection bring them down with gravity.”

Coaching sales team members is an ongoing process, and Cole advocates for “audacious leadership” for anyone at the helm.

“Don't sit in the glass house. Be active, be in the pits with the salespeople. That is one part of audacity in terms of setting the example that I've always found to be very important, not asking people to do what you wouldn't do yourself,” he says.

This approach is crucial for creating and sustaining a sales environment where business developers feel truly supported and trust their sales leaders. And, it involves acknowledging the roles of your association's business collaborators - Cole rejects the phrase 'sales support' - as well as the impact of top executives.

“Just by attending a meeting [the CEO] is showing his encouragement and his belief in the sales and business development process,” Cole says.

A business development strategy not only informs hiring practices, but also the structure of your business teams. Anthony Simone is the VP of Development for the Bill of Rights Institute and says BRI operates with a flat organizational structure in which there is minimal hierarchy between employees and leadership. This fosters inclusivity where all team members can contribute ideas and operate with full autonomy, especially the newest hires.

“I expect [new hires] to go play in traffic,” he says. “The first 30-days, I want you to look around, talk to everybody in the place, and then come back and tell me what we're doing wrong. And then, I want you to tell me what you would do in your business to help us get better.”

The final piece of using strategy to inform your hiring process is by supporting it with the right compensation. According to ZIP Recruiter, the average B2B sales representative across all industries earns $69,412 per year. For associations prioritizing business, Simone says this salary must be higher.

“You want good people, pay them,” Simone says.

He recommends expanding hiring searches beyond the association sector to find more qualified candidates. Offering a competitive salary while highlighting the mission-driven work of associations can help attract top talent who are ready to work in a collaborative environment.

“We're a unique industry where in every other commercial business on the planet, operations support business development or sales. With associations, it's the other way around – sales and business development support operations,” Soth says.

Adopting a strategic business development approach not only guides association efforts but also ensures that the right individuals are recruited to execute these strategies effectively. By aligning strategy with hiring practices, associations can cultivate a workforce dedicated to advancing their mission.