Associations help resolve problems between their members and consumers, and between their members and government bodies. Most also provide consumer/customer information and educational materials.
Businesses benefit from association membership by keeping abreast of trends, by learning what legislation is in the pipeline and how it could affect them, and by acquiring knowledge about the bigger economic environment in which they operate. Some offer extra benefits ranging from special insurance deals, to discount travel, to group purchasing discounts, and even access to legal advice.
Trade associations are a powerful resource for building and expanding business opportunities. Most trade associations continually research their industries and keep their members informed via their website, their newsletters, their publications and by other means such as conferences and forums.
There are four key benefits offered by professional and trade associations to their members. All members have access to the same benefits, so it’s largely up to the member business to find ways of capitalising on these opportunities.
1. Keeping abreast of industry trends. Associations have the responsibility of knowing what’s going on in their industry and that means they can often provide information not available elsewhere, such as surveys on wages and fringe benefits, on operating costs and executive compensation. These help members position themselves sensibly in relation to their competitors.
2. Providing networking opportunities. Meetings arranged by associations become places where networking can be carried out with others who really understand the problems their businesses face in the real world. It’s a place to find out what others who have lived the same experience have done to cope and thrive.
3. Lobbying. Trade associations represent the collective voice of their group to government so as to ensure that legislation related to their specific industry/occupation is fair and acceptable to members. They are able to leverage the collective strength of their members and represent them at the higher levels of government and the community. They are able to run large scale publicity campaigns for legislators and the public explaining the issues and offering reasonable solutions in line with industry preferences.
4. Providing information on technology and process developments. Industry associations accumulate and disseminate information. They keep their members up to date with the latest techniques, products, services and solutions. This is usually done through their website, forums and magazines.
There’s the price of membership of course – but before dismissing the idea, check out your trade association and see what benefits it could offer you. Too often, SME owner/managers are like isolated islands, consumed with daily operations and cut off from their larger industry except for attendance at the occasional trade show. For people in this situation, associations can be an important resource for information, assistance and support.
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