TOMORROW’S MEMBERSHIP ORGANIZATION Kyle J. Sexton | Fast Chamber
May 19, 2015
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
[email protected] | FastChamber.com | 888-899-8374
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