Some companies and organizations make money by getting individuals to sign up for a membership and by charging a regular membership fee. For these companies, customer satisfaction is more important than anything because members need to be satisfied to continue doing business with the company and to refer new customers to the company. The membership director is responsible for retaining old members and recruiting new members.
Existing memberships are maintained by expanding the features offered through a membership and by proactively communicating with members to get a sense of their level of satisfaction. New members are acquired by engaging in effective marketing, which is carried out by a sales team. According to Crunch, membership directors are responsible for hiring and training a sales team and evaluating the performance of these sales teams. The effectiveness of the sales teams is driven by coaching and motivational speaking. Sometimes, membership directors create regular schedules under which the sales team is expected to operate. Whenever company policies change, the membership director is responsible for communicating these changes to the sales team. These membership directors are also responsible for recording all activities carried out and must report to upper management.
Like all sales managers, membership directors are placed under a great deal of stress since their success is built on their ability to create a sales team that can drive sales. These managers also have to sometimes travel in order to promote membership packages to large groups of potential customers. Some membership directors have to travel from facility to facility to manage multiple sales teams. Most of these directors work more than 40 hours a week, according to the Bureau of Labor Statistics.
Membership directors usually need previous sales experience, including sales management experience, according to Crunch, a gym franchise. They must be self-motivated, since they are expected to motivate their team. Communication skills are important since the membership director must be able to explain ideas to team members and must also communicate with customers. They are also expected to have computer skills, including the ability to use word-processing software and spreadsheet software.
The Bureau of Labor Statistics reports that the need for marketing managers is expected to grow by 13 percent between 2008 and 2018. This growth is driven by increasing competition between companies. Marketing managers, such as a membership director, are needed to convince potential clients that the services offered by a particular company are better than other companies' services.
Payscale.com reports that membership managers earned between $24,000 and $86,358 annually. Entry-level membership managers can sometimes earn as much as $32,000.
- Photo Credit black woman in gym image by Susan Rae Tannenbaum from Fotolia.com
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