So the manager must get out of the mind set of sales with its notions of product and customers and into the imagined mental models of the members, with notions of interesting, fun, informative and communicative. The manager is not a sales manager per se, but instead is an encourager of increased consumption. Here is where the switch in mindset or mental model matters most. The manager must imagine that he or she is the member. From that perspective, what should be encouraged is what is already appealing.
New ideas are great as trials but if there is no demand, away they go.
No incentive pricing, no package deals and no coercive bundling. If the manager can make the member s access easier, the member is likely to increase usage. So simplify the demand chain, not the supply chain. The very use of the word member is important. Members are part of a community, not merely customers to be sold to.