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Page 48 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Established in 1874, IOF is a membership organization that

helps families. Only about five

percent of the population has heard about it because the

organization has never advertised or

promoted itself. The group hosts social activities,

participates in community projects, and

helps members in time of need.

For a family, joining

the IOF is a good

deal. But, remember,

being good isn't good

enough. The IOF has

more than 1 million

members and $2 billion

in assets but faces

a major challenge in

recruiting new members.

When all of the

benefits for a family are explained and the

prospective members are told how little it costs

to join, this is what they say: "This is too good

to be true. If there was something this good out

there, I would have heard about it." However,

the more they have heard about it, the more

willingly they are to join. This is called the

recognition factor.

The Recognition Factor

This Is How People Think: If I Have Not

Heard Of You, You Can't Be Very Good.

Most businesses or consultants do gain a good

share of their work through referrals. People

recommend two types of professionals: those

they have worked with, and those whose

names they have heard a lot.

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