These days everyone is questioning the value they get out of every dollar they spend. As well they should. Who really wants to spend money on something that doesn't provide value in return? That holds true whether you're buying a new pair of shoes, or considering whether or not to renew your membership in your association.
I attended a recent meeting where a consulting company presented a very complicated flow chart that was entitled “Shareholder Value.” I initially thought it was just another demonstration of consultant-speak. Wrong! On closer examination, it provided a solid case for a wholesale distributor to prove to his business partners that the functions he was
providing did indeed deliver value. I thought, “Why not turn that into an ASA promotion?” since that's pretty much how I view a lot of things.