Membership = 1000x Return
“There is a disease – an enemy – that is eating away at your knowledge, wisdom and professionalism each and every day. This disease – known as commoditization – reduces your offerings to the lowest common denominator, the competitive bid. A stinking price.” F. Scott Addis
Here I sit in front of a blazing fire relaxing after a wonderful Christmas weekend spent with family and friends. Gifts were given and received, even though they were fewer in number and less expensive than in years past. Still, there’s something about this season that allows me to take a break from all the stresses of business and reflect on what’s really important in life. It really brings a lot of joy finding that unique and special gift and then watching a loved one open it up.
Maybe you’ve heard by now that the CFA is working hard at membership this winter, not only to retain current members but reaching out to draw in new companies and associates. This prompted me to stop and think about what the CFA has to offer that could persuade a financially strapped foundation contractor to part with $600 in dues. I started doing the math and came up with plenty of examples of when the things I’ve learned from other members has made me money…sometimes lots of money. For example, it was seeing how industry veterans like Bill Esker were using boom trucks successfully that convinced me to buy a used crane years ago. Fewer trucks and drivers saved significant time, frustration and money on every job, even after factoring in the cost of the crane.
Or how, back in 2005, learning how a robotic total station enabled one man from Arie Van Wyk’s crew to quickly and accurately layout a difficult foundation. That up-close example gave me the courage to step out and buy a machine for our company. Guess what? We paid for the machine in less than a year. And just this week, our layout ability was the deciding factor in winning a bid over our competition (who are not CFA members, yet!!!).
It did not take long to realize that involvement with the CFA was bringing an incredible 1000% return on the time and money invested. That’s a no brainer proposition. And what better time to take advantage of all the CFA has to offer, than right now while things are tough. I might not be able to invest in an expensive piece of equipment right now but I can call any number of fellow members and get help navigating these choppy waters.
I realize that it might be easy for me to see what a great value the CFA, being one of its biggest “cheerleaders”. The issue then is how to help others make a similar discovery. So many of us are doing all we can to keep our customers from viewing our businesses as a commodity with price being the only difference. Time after time, CFA membership is a key player in helping overcome that perception of commoditization. One way we plan to help in the coming year is preparing a monthly “Report Card” that will accurately measure and value the many benefits the CFA offers you. Be on the lookout for that.
In conclusion, I want to express the deep respect and admiration I have for all who make up the CFA family. You have made such a lasting impact on my business and family and are a gift that just keeps on giving. May we all look forward in anticipation to the New Year.
Tim Parrish, CFA President, Cornerstone Foundations
