Tomorrow's membership organization 201111

TOMORROW’S MEMBERSHIP ORGANIZATION

Kyle J. Sexton | Fast Chamber

TOMORROW'S MEMBERSHIP ORGANIZATION

Have a S.E.A.T. Service & Sell With The Latest

Technology Engage Members Without Asking

Them to Show Up Allow Members to Choose Their

Investment Teach Members How to Talk About Us

SETH GODIN

Best-selling author and top daily business blogger in the world:

THE WANT-TO'S ARE OUR FUTURE

The “have-to's”The “ought-to's”The “want-to's”

WHY PEOPLE DON’T JOIN

Don’t have time to participate (68%) Don’t see the value (49%) Corporate office policy (45%) Membership costs too much (18%) Don’t do business locally (10%)

WACE

ENGAGE MEMBERS

BUYING AND JUSTIFYING

Businesses: People BUY emotionally, JUSTIFY intellectually

Chambers: People JOIN emotionally and JUSTIFY upon renewal Who MUST you reach in order to be

successful? Who will have the most impact over the

long-term?

ALLOW MEMBERS TO CHOOSE THEIR OWN INVESTMENT

Common Dues Structures: Fair Share (usually based on number of

employees) Special Formulas (usually for certain

industry categories) Tiered Dues Structures Negotiated Dues Dues/Non-Dues Package (such as

Chairman’s Clubs)

MEMBERSHIP TIERS

Offer something for everyone Create “upsell” opportunities Create a sense of privilege,

recognition and exclusivity with upper tiers

Create benefits that require little or no hard costs to the chamber

UPPER-TIER BENEFIT OBJECTIVES Self-Segmentation Pro-active leadership role Above “Cost-per-member”

benchmark Increased membership stature and

personal/professional recognition Improved personal and professional

skills and networking contacts

QUANTIFY YOUR BENEFITS

If you don’t tell your story, the public will make one up about you

Testimonials: People trust other people’s opinions

Generate talk about your product or service amongst peer groups

Some products/services will only be sold with referral

TESTIMONIALS: GET THEM STARTED! “As a service business, membership

in the Chamber is especially valuable because…”

“The Chamber helps me to…” “The Chamber saves me time/trouble

by…”

SEGMENTING TESTIMONIALS

Segment the sources of your testimonials for use in targeting like audiences

Start-up, Emerging, or Mature Retailer, Restaurant, Manufacturer,

Service, Professional, etc. Match prospects with corresponding

testimonials

SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY

(Or, “I was once stalked by GoDaddy)

THE SOLUTION

Never Complains Never Asks for a Raise Works 24-7-52 Captures Your Web Traffic Standardizes Your Sales Language Has sold up to $25,000 in new

member dues per year

AUTOMATED MEMBERSHIP SALES Generate leads 24/7 Be notified the INSTANT someone is

interested in membership Send an automated email message

weekly Reward your members for

recommending their contacts for membership

Database/CRM Solutions

Must be web-based Must be live Must allow members to

access/change info Must provide promotional

opportunities Must have search-engine-optimized

directory

WACE Academy

How We Adapt to Change

Other Technological Membership Benefits

Search Engine Optimized online directory

Mobile App Video on your website Social media training for members Have a better web site than your

members

TIME TO CHAT

Kyle@FastChamber.com | FastChamber.com | 888-899-8374

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