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The real reason you joined the Chamber of Commerce is to get business. It's not happening. It costs good money to join and renew your membership. What can you do to start getting results?
The Chamber knows everyone wants what you want: more new clients. They know business people pay for results. Put another way, people won't keep renewing if they don't get results.
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1. Attend the Chamber's new member orientation. This is right up there with reading the owner's manual for your new car. You don't do it because you assume that you can figure it out as you go along. This session likely starts with the question you are asking: "How can I get my Chamber membership to pay?"
2. Build a list of the people you want to meet. It seems so obvious. How are you going to get business if you define your prospects as: "anyone?" You met people, invested time and learned they aren't the right fit. Build a list.
3. Ask for help. Chamber members are gatekeepers. They know everyone. The entire Chamber staff has the mission of making your membership pay off for you. Approach the membership chair. Tell them who you want to meet. They will likely look at your (short) list and say: "I can make this happen with him and her."
4. Have something to say. It's not "I want you to do business with me" because that sounds like "I want to make money off of you." Barriers politely go up. Asking for advice is a time-proven strategy. "I can best help car dealers with large staffs of full and part time employees." It helps if they own a car dealership. You are asking their advice because it's a square peg, square hole situation. They will likely draw you out, then ask the big question: "How could you help me?" The more specific your initial scenario, the better.
Let's stop for a moment: "Won't these guys think I'm selling to them?" Sure, but you are doing it politely. Everyone present wants to be doing business. It's the Chamber of Commerce, not the Chamber of Conversation.
5. Design a member survey. As a Chamber member, you likely have access to the membership directory as a marketing tool. Design a short survey that sounds them out about benefit plans or retirement planning. Make it easy with multiple choice questions and the ability to add text.
6. Tally the results. Share them with the Chamber staff. It might get into the newsletter. Design a program based on survey results. You discovered 80% of Chamber members surveyed have no idea how much they will need in retirement. You put together a talk on the topic. Under normal circumstances it might be an in-person seminar; you might even provide dinner. Instead, you deliver it as a Zoom webinar. You set it up for playback anytime. Or it might be a YouTube video. Maybe you write a white paper they can download. The Chamber might even run an article.
Maybe at this point you are saying: "I want something simpler." You can do that too.
7. Attend events. Networking events are the logical option. Attend other workshops and seminars. Go to the luncheons. Set a goal to meet new people. How many?
8. Climb the ladder. Serve on a committee. Chair the committee. Migrate up to the board. Become an officer. You are now among the influencers, people who can make things happen.
9. Sponsor events. Chamber activities require funding. Getting your name on things raises your visibility. The Chamber staff wants repeat business from you. They want more sponsorships. They will likely turn you into a VIP, introducing you around and getting you into photos.
10. Join the membership team. The Chamber needs an influx of new members. Like your business, they experience attrition. They should have a team of members acting as Ambassadors. It's your reason to meet other business owners in town. It should be easier to get in front of them if you want to talk about the Chamber. Once you've gotten in front of them, you know how to do it a second time.
You need to approach your Chamber membership like you would an expensive vacation. I've paid to be here. I want to get everything out of it that I can.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
