The core issue is a lack of perceived value. If dealers don't believe membership brings them anything they can't already access, they won't pay. You need to shift the strategy from just advocating benefits to demonstrating tangible outcomes—things like exclusive access, direct business growth, or legal protections that only members receive. Create pressure points: member-only alerts, trainings, or even public acknowledgment of contributors. If you're protecting nonmembers too, you're removing their incentive to join. Make the value of membership visible, measurable, and unavailable elsewhere.