Back to Basics: Finding the "Hot Button"

One of the most important skills any successful Recruiter has is the ability to identify a customer's "Hot Button." Each potential member has a need that has to be filled and NRA Membership needs to fill that need. Members sign up for a variety of different reasons. Recruiters must identify which reason will resonate with the potential member standing in front of him or her.

This is where finding the "Hot Button" can help you sell the membership. Which membership benefit will entice the person to join? Just bought a sleek new handgun? Tell them about the $2,500 in ArmsCare insurance. Traveling this summer? How about the hotel discounts. Police officer? We offer $25,000 "In the Line of Duty" insurance!

So how can we identify each individual "Hot Button?" The first step is simple; ASK! Open-ended questions can provide a wealth of information. When someone tells you they are not a member, try asking "Why not?" Step two is even easier; LISTEN CAREFULLY! Find out what benefits he or she is in need of. Once that is established, you can move on to step three; FILL THE VOID. Offer one of our many benefits you feel is most important to them and they will probably join!

By tailoring your message to the individual needs of each potential member, your membership totals should increase. You will never get 100% of the people you ask to join, but as you get better at identifying the "Hot Button" you will get much closer.