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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Tomorrowsmembershiporganization 110327194106 Phpapp02

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Tomorrowsmembershiporganization 110327194106 Phpapp02

  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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