Associations are always looking for new ways to bring value to their membership base. Member benefits are a core part of that value. But as association leaders assess the value and packaging of their existing member benefits, they may also be asking themselves when it's right to add a brand-new benefit to the buffet.
Existing relationships can get the wheels turning on new member benefits—but opportunity alone isn't enough for an association to take the plunge.
Hence the situation that the Association of Energy Services Professionals (AESP), a group targeting professionals in the energy industry, found when it decided to partner with Selling Energy, the producer of an educational platform that teaches sales tactics to energy professionals.
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