Now, More Than Ever

My approach to financial markets was greatly influenced by the Christmas classic, “It's A Wonderful Life.” You might remember the scene where there is a run on the bank and the “Good Old Building and Loan.” Jimmy Stewart tries to calm his customers and tells them, “Potter isn't selling, Potter is buying.” While everyone is in a panic and selling their savings for pennies on the dollar, evil Mr. Potter is keeping his cool and buying their accounts. That contrarian approach and the call for a cool head are influencing my approach for managing GAWDA and its assets during this current “recession/depression.” Now is not the time for GAWDA to retreat, devalue programs and make cuts in products and services. Now, more than ever, is the time to aggressively build value, invest in benefits and take steps to strengthen, not weaken, GAWDA.

The value or the return on investment to distributor and supplier members of belonging and participating in GAWDA is greater now than it has been in the past. During the challenging months ahead, you will need every available tool to help you retain and perhaps even build your markets. GAWDA is an important part of your tool chest.

Everyone recognizes that when sales are down, it is not the time to cut out advertising. For GAWDA members, now is not the time to cut back on the amount of contact that you have with your customers and partners. The opportunity to network was, in the past, is now, and will continue to be one of the greatest benefits of being a member of GAWDA. For this reason, we have decided not to take the path other associations have decided to pursue and cut back or totally eliminate our meetings. The Spring Management Conferences in Chicago and Asheville and the Annual Convention in San Antonio are being held as planned. This does not mean that we do not think that attendance will be negatively impacted by the economy. What it does mean is that we will be looking for ways to reduce meeting expenses while still delivering valuable educational content and networking opportunities. We are not selling, we are buying.

The Regional Meetings are another important part of the GAWDA tool chest. This year, we plan on strengthening the meetings by increasing the opportunities for learning. Each meeting will include presentations by one of GAWDA's consultants with information that will focus on steps to take to improve your bottom line. In recognition of the expense of holding as many meetings as last year and the probable reduction in the availability of sponsorship dollars, some of the small meetings within regions will be combined into Super Regionals. Incentives will also be offered for owners of distributor companies to bring potential new distributor members and to send multiple employees. More education and more contacts for supplier members equal more value.

As a member of GAWDA, what can you do to help see your association through this challenging period? You can help keep GAWDA strong by continuing to use its products and services.

• Register for the Spring Man- agement Conferences and the Annual Convention.
• Exhibit during the Contact Booth Program.
• Sign your employees up for training through GAWDA University.
• Encourage nonmembers to join GAWDA.

Now, more than ever, you need the value that GAWDA can bring to your company, and GAWDA needs your continued involvement.