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November 2010
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Chairman's Message
Long before the economic boom, total resource campaigns, tiered dues and the chase to get every business in your community to be a member, chambers were exclusive clubs. The phrase “Members Only” denoted honor, trust, support and ultimately growth through association with and support of the group. The notion of becoming a member demonstrated an important statement about you, your community and your business -- not everyone was “invited” to join. Fast forward to the 90’s - times were good, money was flowing and belonging to the chamber seemed to be an easy decision often just because it was the “right” thing to do. The math is easy … the more paying members a chamber has, generally, the better off it is financially and the greater influence it has. More members, more money, greater impact. We know chamber membership is good for business. But, in today’s economy, just because chamber membership will benefit a company doesn’t mean they will “buy” (or “stay”). And, just because your membership numbers may be flat or decreasing, it doesn’t necessarily mean your chamber is any less relevant or impactful. The economic downturn has, on one level or another, been a wakeup call for us all. So we ask or are asked…”How many members do you have?” “What’s your retention rate?” “Is that in dollars or number of members?” “What is your turnover?” “What is your conversion rate?” What if we changed the questions? Who are our members? Do we have the “right” members? Are our members engaged? Are we spending all of our time on the members that offer the least or the most financial opportunity to the organization? Do the bigger/key companies find clear value in the chamber? Do members know how to optimize their membership? Change the questions and you might change the answers. Stephanie Kirskey Circle of Champions Featured Blogger Frank Belzer, The Sales Archealogist On my recent visit to London I had the opportunity to climb the 520 steps that take you to the top of St Paul's Cathedral and was able to enjoy what was rightly described as one of the best views of the city. I was really impressed by the building - especially it's amazing dome, it was spectacular from the inside and awe inspiring from the outside. Sir Christopher Wren, the architect designed it that way. In fact you are looking at two different Domes, one made to be visually appealing from inside and one that maximizes the impact from the outside. I was in London to train some sales people and this observation had some resonance to some of what we had discussed as a group. Sales people need to be like Sir Christopher Wren? They need to carefully construct a sales call and process that looks one way from the prospects side - patient, empathetic, understanding, they are in control, no push etc and another from their side - they are moving and controlling the process, there is urgency, they guide the decision. Doing that requires skill, planning and overcoming some of those hidden weaknesses we so often talk about. Normally that involves getting some help and guidance. As you climb the 520 steps you get the chance to be between the two domes for a while. There is a big difference between the two and yet they are connected and the one supports the other. Ideally these differences, although sometimes dramatic will be invisible to the prospect. But, as the sales person you should have a very clear understanding of the "construction". National Sales Contest 2nd Quarter Deadline Network Development
Book Review Recently, I had a training session at the gym. My trainer is very professional and always makes sure that I am his number one priority during our sessions. I had a question about an exercise we were about to do as he was adjusting the equipment. He stopped what he was doing, made eye contact and patiently listened and answered my question. I thought to my self, WOW! It sounds small but it was big. I felt that he appreciated me as a customer and recognized that I was paying for a service. I started to reflect on my own mannerisms during conversations. I pride myself on being a multitasker but when I don't stop doing what I am doing and acknowledge that I am being spoken to- Well, that is just downright rude! I made a vow to myself that from now on everyone (family, friends, members and colleagues) deserve my undivided attention! Lately we have presented several webinars and sessions on retention. The main concept in these presentations has been you can retain your members with good customer service but that concept has to be the culture throughout your entire chamber, not just the receptionist. Most chambers probably operate on the "80/20" rule, 20 % of your members provide 80% of your revenue. While true, the other 80% still deserve acknowledgement. We are all working with reduced staff, stretched schedules and tight deadlines. It feels impossible to do all of it well. At the very least, this book Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Them Love You, Keep You Coming Back, and Tell Everyone They Know by Jeffrey Gitomer, is a virtual "5 Hour Energy" that will give you a boost and help you keep it all in perspective.
Crystal Moore
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And so it begins…The clocks have been turned back, the leaves are changing color, and retail stores are already filled with festive fare. It is impossible not to notice that we have entered yet another holiday season. A marked shift of “season” in the chamber business often happens far more subtly. Can you recognize the “change of season” in your chamber? 
