Tomorrow's membership organization
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Tomorrow's membership organization Presentation Transcript

  • 1. Kyle J. Sexton | Fast Chamber
    Tomorrow’s MEMBERSHIP Organization
  • 2. 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
  • 3. Seth Godin
    Best-selling author and top daily business blogger in the world:
  • 4. THE WANT-TO'S ARE OUR FUTURE
    The “have-to's”
    The “ought-to's”
    The “want-to's”
  • 5. 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
  • 6. ENGAGE MEMBERS
    … without asking them to show up!
    Participation vs. Partnership
    Membership does not require participation
    Prevent drops due to “no time to participate”
    Health club comparison
    Chamber Church Confessional
  • 7. 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?
  • 8. 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)
  • 9. 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
  • 10. 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
  • 11.
  • 12.
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  • 16. QUANTIFY YOUR BENEFITS
    How much does membership cost?
    How much is membership worth?
    Quantify it and sell it!
    Add to the value with media partners and give-aways
  • 17. TEACH MEMBERS HOW TO TALK ABOUT YOU
    Generate talk about your product or service amongst peer groups
    Some products/services will only be sold with referral
    Testimonials: People trust other people’s opinions
    If you don’t tell your story, the public will make one up about you
  • 18. YOUR MARKETING MESSAGE
    The Wrong Pitch:
    The chamber is a private non-profit membership organization that works to ensure a healthy local economy.
    The chamber is a group of businesses that share common community goals.
  • 19. YOUR MARKETING MESSAGE
    The Right Pitch:
    The chamber solves common business problems like not having enough time to lobby the government for less red tape and taxes.
    The Chamber connects businesses to consumers and each other, in order to help them grow.
    The Chamber helps people who are tired of doing business out of a phone book.
  • 20. 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…”
  • 21. 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
  • 22. SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY
    Who is GoDaddy and why are they number 1?
    Gain the service advantage enjoyed by other industries
  • 23. ARE THESE YOUR SALES CHALLENGES?
    Information Overload
    Sales Department Turn-Over
    Printed Materials Out-of-Date
    “Foul Language” of Volunteers
  • 24. 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
  • 25. Kyle J. Sexton | Fast Chamber
    Tomorrow’s MEMBERSHIP Organization