Communicating your chamber's value
If you’re a membership sales pro at a chamber of commerce, you’ve probably heard something like this before while recruiting prospective members: “I would love to join, but I just don’t have the time.”
It’s one of the most common objections that chamber professionals hear as they try to recruit companies to join their ranks. And, it’s rooted in a misconception about the value that chambers offer their members and communities.
“If possible, try to identify your value in terms that rely less on attendance and participation,” advises Shari Pash, founder and CEO of Strategic Solutions for Growth, a consulting firm for chambers of commerce and other membership associations. “We have to be able to put our values into words, and then put them into our messaging. What is our brand? What are we known for?”
Pash says that chambers need to do a better job differentiating between members who primarily seek networking opportunities and those who join because they believe in the chamber’s broader mission to advance their communities as better places to work, play and live.
“I like to ask my clients: Are you a member organization that has events? Or are you an events organization that has members?” she says. “So many chambers tell their members’ stories beautifully, but they don’t take the time to tell their own stories.”
When approaching prospective members, Pash advises her clients to think in terms of WIFFM: “what’s in it for the member?” Chamber pros need to learn their value points; both functional services like trainings and discounts, as well as networking services like referrals and exposure.
“Because our prospects don’t know what they don’t know, we need to make sure we ask the right questions,” she says. “The more value points you can learn are important to them, the more effective conversation you will have.”
Even the best recruitment pitches, however, can fall flat when prospective members believe they lack enough free time to get their money’s worth from joining. Pash likens this attitude to that of a gym membership, in which the benefits of joining are only realized if you actually take the time to work out regularly.
“From a mission standpoint, all of the things you’re doing for your members are way beyond having to be involved like a gym membership,” says Pash. “Nowhere in your mission statement is it written that you have to have time to join.”
But, how can you tell if a prospective member will be more receptive to a networking-driven message or a mission-driven one? A good clue, advises Pash, is to look at their size.
“Small businesses are more interested in exposure and growing their business; they need more customers and clients,” says Pash. “Still, it’s up to us to educate small business on the importance of mission and why it ultimately impacts their success.”
“Larger businesses naturally stay mission-focused,” she continued. “They want to see what kind of values we have and what we provide for the larger community, like education and workforce.”
A good way to develop the tool-set needed to effectively pitch membership have a group strategy session, in which someone transcribes your chamber’s various benefits and value-points in a written document, so the entire team will be on the same page, says Pash.
“There are 520 hours in a calendar quarter, so I recommend taking half a day to work on these tools,” she says. “Think about those four hours you spend. What does that do for the other 516 hours left? Are you more efficient and do you have better outcomes?”
Watch the full Webinar and question-and-answer session here.