Kyle J. Sexton  |  Fast Chamber<br />Tomorrow’s MEMBERSHIP Organization<br />
TOMORROW'S MEMBERSHIP ORGANIZATION<br />Have a S.E.A.T.<br />Service & Sell With The Latest Technology<br />Engage Members...
Seth Godin<br />Best-selling author and top daily business blogger in the world: <br />
THE WANT-TO'S ARE OUR FUTURE<br />The “have-to's”<br />The “ought-to's”<br />The “want-to's”<br />
WHY PEOPLE DON’T JOIN<br />Don’t have time to participate (68%)<br />Don’t see the value (49%)<br />Corporate office polic...
ENGAGE MEMBERS<br />… without asking them to show up!<br />Participation vs. Partnership<br />Membership does not require ...
BUYING AND JUSTIFYING <br />Businesses: People BUY emotionally, JUSTIFY intellectually<br />Chambers: People JOIN emotiona...
ALLOW MEMBERS TO CHOOSE THEIR OWN INVESTMENT<br />Common Dues Structures:<br />Fair Share (usually based on number of empl...
MEMBERSHIP TIERS<br />Offer something for everyone<br />Create “upsell” opportunities<br />Create a sense of privilege, re...
UPPER-TIER BENEFIT OBJECTIVES<br />Self-Segmentation<br />Pro-active leadership role<br />Above “Cost-per-member” benchmar...
QUANTIFY YOUR BENEFITS<br />How much does membership cost?<br />How much is membership worth?<br />Quantify it and sell it...
TEACH MEMBERS HOW TO TALK ABOUT YOU<br />Generate talk about your product or service amongst peer groups<br />Some product...
YOUR MARKETING MESSAGE<br />The Wrong Pitch:<br />The chamber is a private non-profit membership organization that works t...
YOUR MARKETING MESSAGE<br />The Right Pitch:<br />The chamber solves common business problems like not having enough time ...
TESTIMONIALS: GET THEM STARTED!<br />“As a service business, membership in the Chamber is especially valuable because…”<br...
SEGMENTING TESTIMONIALS<br />Segment the sources of your testimonials for use in targeting like audiences<br />Start-up, E...
SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY<br />Who is GoDaddy and why are they number 1?<br />Gain the servi...
ARE THESE YOUR SALES CHALLENGES?<br />Information Overload<br />Sales Department Turn-Over<br />Printed Materials Out-of-D...
THE SOLUTION<br />Never Complains<br />Never Asks for a Raise<br />Works 24-7-52<br />Captures Your Web Traffic<br />Stand...
Kyle J. Sexton  |  Fast Chamber<br />Tomorrow’s MEMBERSHIP Organization<br />
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Tomorrow's membership organization

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  • I had the privilege of attending this presentation at the BC Chamber of Commerce AGM in Prince George BC this last weekend and loved this presentation! It will definitely impact the way our Chamber operates!
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Tomorrow's membership organization

  1. 1. Kyle J. Sexton | Fast Chamber<br />Tomorrow’s MEMBERSHIP Organization<br />
  2. 2. TOMORROW'S MEMBERSHIP ORGANIZATION<br />Have a S.E.A.T.<br />Service & Sell With The Latest Technology<br />Engage Members Without Asking Them to Show Up<br />Allow Members to Choose Their Investment<br />Teach Members How to Talk About Us<br />
  3. 3. Seth Godin<br />Best-selling author and top daily business blogger in the world: <br />
  4. 4. THE WANT-TO'S ARE OUR FUTURE<br />The “have-to's”<br />The “ought-to's”<br />The “want-to's”<br />
  5. 5. WHY PEOPLE DON’T JOIN<br />Don’t have time to participate (68%)<br />Don’t see the value (49%)<br />Corporate office policy (45%)<br />Membership costs too much (18%)<br />Don’t do business locally (10%)<br />WACE<br />
  6. 6. ENGAGE MEMBERS<br />… without asking them to show up!<br />Participation vs. Partnership<br />Membership does not require participation<br />Prevent drops due to “no time to participate”<br />Health club comparison<br />Chamber Church Confessional<br />
  7. 7. BUYING AND JUSTIFYING <br />Businesses: People BUY emotionally, JUSTIFY intellectually<br />Chambers: People JOIN emotionally and JUSTIFY upon renewal <br />Who MUST you reach in order to be successful? <br />Who will have the most impact over the long-term?<br />
  8. 8. ALLOW MEMBERS TO CHOOSE THEIR OWN INVESTMENT<br />Common Dues Structures:<br />Fair Share (usually based on number of employees)<br />Special Formulas (usually for certain industry categories)<br />Tiered Dues Structures<br />Negotiated Dues<br />Dues/Non-Dues Package (such as Chairman’s Clubs)<br />
  9. 9. MEMBERSHIP TIERS<br />Offer something for everyone<br />Create “upsell” opportunities<br />Create a sense of privilege, recognition and exclusivity with upper tiers<br />Create benefits that require little or no hard costs to the chamber<br />
  10. 10. UPPER-TIER BENEFIT OBJECTIVES<br />Self-Segmentation<br />Pro-active leadership role<br />Above “Cost-per-member” benchmark<br />Increased membership stature and personal/professional recognition<br />Improved personal and professional skills and networking contacts<br />
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  16. 16. QUANTIFY YOUR BENEFITS<br />How much does membership cost?<br />How much is membership worth?<br />Quantify it and sell it!<br />Add to the value with media partners and give-aways<br />
  17. 17. TEACH MEMBERS HOW TO TALK ABOUT YOU<br />Generate talk about your product or service amongst peer groups<br />Some products/services will only be sold with referral<br />Testimonials: People trust other people’s opinions<br />If you don’t tell your story, the public will make one up about you<br />
  18. 18. YOUR MARKETING MESSAGE<br />The Wrong Pitch:<br />The chamber is a private non-profit membership organization that works to ensure a healthy local economy.<br />The chamber is a group of businesses that share common community goals.<br />
  19. 19. YOUR MARKETING MESSAGE<br />The Right Pitch:<br />The chamber solves common business problems like not having enough time to lobby the government for less red tape and taxes. <br />The Chamber connects businesses to consumers and each other, in order to help them grow. <br />The Chamber helps people who are tired of doing business out of a phone book. <br />
  20. 20. TESTIMONIALS: GET THEM STARTED!<br />“As a service business, membership in the Chamber is especially valuable because…”<br />“The Chamber helps me to…”<br />“The Chamber saves me time/trouble by…” <br />
  21. 21. SEGMENTING TESTIMONIALS<br />Segment the sources of your testimonials for use in targeting like audiences<br />Start-up, Emerging, or Mature<br />Retailer, Restaurant, Manufacturer, Service, Professional, etc.<br />Match prospects with corresponding testimonials<br />
  22. 22. SERVICE AND SELL MEMBERSHIPS WITH THE LATEST TECHNOLOGY<br />Who is GoDaddy and why are they number 1?<br />Gain the service advantage enjoyed by other industries<br />
  23. 23. ARE THESE YOUR SALES CHALLENGES?<br />Information Overload<br />Sales Department Turn-Over<br />Printed Materials Out-of-Date<br />“Foul Language” of Volunteers<br />
  24. 24. THE SOLUTION<br />Never Complains<br />Never Asks for a Raise<br />Works 24-7-52<br />Captures Your Web Traffic<br />Standardizes Your Sales Language<br />Has sold up to $25,000 in new member dues per year<br />
  25. 25. Kyle J. Sexton | Fast Chamber<br />Tomorrow’s MEMBERSHIP Organization<br />

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