what’s new, what’s not, what’s working membership recruitment kyle j. sexton thursday,...
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![Page 1: What’s New, What’s Not, What’s Working Membership Recruitment Kyle J. Sexton Thursday, November 17, 2005 Western Association of Chamber Executives](https://reader030.vdocument.in/reader030/viewer/2022032707/56649e545503460f94b4abcc/html5/thumbnails/1.jpg)
What’s New, What’s Not, What’s Working
Membership Recruitment
Kyle J. SextonThursday, November 17, 2005
Western Association of Chamber Executives
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Participation vs. Partnership
•Membership does not require participation
•Your investment of TIME will have a return; your investment of MONEY will have a return. These are NOT related!
•Prevent drops due to “no time to participate”
•Confessional: “It’s been 6 months since my last chamber meeting”
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Digging for GoldProspecting… Referrals, referrals, referrals!
•Leads Groups
•Daily Shopping
•Vendors & Customers
•Elevator Pitches
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The Wrong Elevator Pitch
Wrong: The chamber is a private non-profit membership organization that works to ensure a healthy local economy.
Wrong: The chamber is a group of businesses that share common community goals.
Wrong: The chamber of commerce does the things that most people think “just happen.”
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The Right Elevator Pitch
Right: The Chamber solves common business problems like not having enough time to lobby the government for less regulations and taxes.
Right: The Chamber makes connections for businesses and consumers who are tired of doing business out of a phone book.
Right: The Chamber cuts through the bureaucracy that prevents business investments in our community, so we can have more ribbon cuttings and less red tape.
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Testimonials
Ask your members, and get them started
•As a mature business (or retailer, home-based business, etc.) membership in the Chamber is especially valuable because …
•The Chamber helps me…
•The Chamber works for me by…
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Testimonials
Segment Messages Based On…
•Start-up, Emerging, Mature, or Sunsetting
•Retailer, Restaurant, Manufacturer, Service, Professional
•Match prospects with corresponding testimonials
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Gold MiningSelling…•Focus on the relationship, not the information
•Invite Prospects as Guests to Events
•Provide ongoing incentives for referrals instead of “drives”
•Develop Volunteer Recruiters
•Use Technology – Web Sites
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Quantify the Benefits•Viva Las Vegas!
•Values based on actual mathematical equations
•Sales figures must be conservative, and published
•Add to the value with media partners, giveaways, or tiers
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Customer Service > Retention
•Member-Focused
•Needs-Based
•NOT based on “showing up”
•The Right “Touch” for the Right Contacts
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Summary
•Perfect your Elevator Pitch
•Take “Participation” out of your sales lingo
•Use testimonials to hit emotional hot-buttons
•Quantify the value of your membership