In this current economy how can a business stay afloat and compete efficiently? This is a question that had been lingering in my thick little head for some time and it may have been answered yesterday morning. I attended a Building Owners and Managers Association (BOMA) Affiliate breakfast at Chicago’s Metropolitan Club yesterday; the view was amazing by the way. Burnham has been a BOMA Affiliate since I started here about a year ago and to be frank, I wondered why. Even after showing in this year’s trade show and sponsoring a signature drink at the after party, we returned to the office with zero leads, a hangover and our tail between our legs.
What is the purpose of being on an organization that doesn’t provide a return, a tangible return for your investment?? I entered the Sears Tower with a head full of questions, wondering if answers would be provided; if I’d be able to come back and justify our BOMA membership for another year…I think I got my answers.
Here are some key points I gathered:
Participation – when purchasing a membership, you need to take advantage of more than the association’s brand/logo on your marketing materials. Represent your company in committees and events, be as involved as possible. Making your voice heard assures the other members of the association that you are motivated and serious about conducting and delivering your business.
Motivation – as in anything, you must be motivated and you must motivate or have a motivated company. One person can make a difference but saturating the association with your company’s presence is a strong branding method.
Cross – Network – become a point of reference for other association members and/or your own clients. Take advantage of the resources offered by the association(s) you belong to, leverage your membership to get contacts and refer clients to those you’ve met, they’ll return the favor!
BOMA is a great association, it provides leverage to the building owners and managers and to the affiliates; the third party services that target building owners and managers. As an affiliate it is important for Burnham to get to know the other affiliates, participate in the cross-selling of each others’ brands and services, leveraging off each other to build relationship and foster trust when conducting business. It’s not just about lowering prices, meeting the current expense of the client or beating the competition’s offer but about a strong, trusting relationship that assures the client you will deliver.
Needless to say, it was a fulfilling breakfast.
Posted by: Marisol Sanchez