Contents
List of Tables, Figures, and Exhibits
Chapter 1: Understand the Value Before You Start Selling
Did You Really Want Lasagna Anyway?
Case Study: The American Physical Therapy Association
Chapter 2: Value Is in the Eye of the Beholder
Two Similar Members; One Major Difference
A Different Approach to Profiling
Matching Benefits with Reasons to Join
Case Study: AOTA and 136 Pieces of Data
Understand Why They Join—And Why They Leave!
Focus on Organizational Strengths
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