Membership + Marketing

“Ask Max” is a regular feature of C+RB’s monthly ’s monthly Membership + Marketi ng column, where Max Passino Max Passino Deboer, Director of Marketi ng & Membership for The Club at Mediterra in Naples, Fla., answers questi ons sent in by readers. The Club at Mediterra is a Disti nguished Elite, Plati num Club inside the community of Mediterra, which has been for The in Naples, Fla., answers questi ons The Club at Mediterra is a Disti nguished Elite, Plati num Club inside the community of Mediterra, which has been Ask Max named Community of the Year in Naples 12 ti mes in 16 years. named Community of the Year in Naples 12 ti mes in 16 years.

Max is a veteran hospitality leader with a 15-year hotel Max is a veteran hospitality leader with a 15-year hotel career followed by an almost 20-year club career, the last 13 at Mediterra. Max is career followed by an almost 20-year club career, the last 13 at Mediterra. Max is a proud member of the Membership Directors Associati on of Southwest Florida, a proud member of the Membership Directors Associati on of Southwest Florida, whose program for exchanging ideas and informati on is unmatched. whose program for exchanging ideas and informati on is unmatched.

Max’s passion is being helpful, so… let’s “Ask Max”!

Dear Max,

I am brand new to membership marketi ng and sales. It feels like there is so much to learn. Where do I begin? #overwhelmed

Dear Lost in Space,

I hear you! I went from the hotel business to the club business (eons ago) and felt like a fi sh out of water. First thing fi rst, know your governing documents. They tell the story of how you operate and hopefully, who you are.

Make sure you have a mission and vision statement, along with a culture statement. If you don’t have these things, work with your General Manager to have your Board develop them. It will be a great exercise that gets everyone thinking the same about the club’s future.

Now…fi nd a mentor. A good mentor will help you navigate and prioriti ze your responsibiliti es and eff orts. I chose one, and I chose well. (You know who you are, SP.)

Finally, join an organizati on nearest you that will help. Hopefully you have a peer group of membership directors in your area. If not, create one! Even if it’s just a handful of people in the group to start, it’s worthwhile. I belong to the Membership Directors Associati on of Southwest Florida, and this group is invaluable to me!

Work smarter, not harder,

Max

Dear Max,

I’ve always been told that the club belongs to the members and to give the best service, say yes to everything a member asks. That sounds impossible. #whenyesmeansno

Dear NoYes,

First, the club belongs to current AND future members. Second, it IS impossible. Someti mes the answer must be no. Such as when it’s a service you can’t possibly sustain or if it would be unfair to others. Perhaps the request goes against a policy that refl ects your brand.

But really the answer is never just a blunt “no.” It’s a “no, but.” Anyti me you take away with one hand, give something with the other.

Member: Hi, I’m busy—can you run out and pick up my dry cleaning?

You: Sorry, we don’t provide that service—but I will call around and help you fi nd a delivery service. May I help you that way?

In fairness,

Max

P.S. This answer has a hidden shoutout to my fi rst GM in the club business. Hey!

Dear Max,

In your opinion, what is the biggest challenge a club faces? #job-one

Dear Focused,

I think it’s governance. A lot of clubs have governance models that don’t work. Members are placed on committ ees with no real vetti ng process, and new committ ee members oft en have hidden agendas they want to address aft er they get their places.

Committ ees can end up getti ng bogged down with the same issues that percolate year aft er year, limiti ng progress. Some clubs don’t even have prerequisites for placing Board members, so electi ons may become popularity contests.

Club policies create culture, and your governing bodies create policies. So you can see that without the right leadership in place, the club is not being properly served.

The fi rst step in making sure you have eff ecti ve governance at your club is to start a Leader Development Committ ee. This committ ee can ask for volunteers who want to help lead your club and then vet them thoroughly, recommending them for proper placement (or not) in the areas where they will be most useful and eff ecti ve. Before being a Board member, a member must have served on a committ ee.

The Club Management Associati on of America has a great set of governance guidelines that I highly recommend.

Get to vetti ng,

Max