More “Asks” in 2011
As you set your new member goals, retention goals, non-dues revenue goals, member services goals and other goals for 2011 consider adding a goal for the number of “asks” that will be made inviting potential members to join the Chamber.
The “asks” goal should include “asks” made by staff members, board members, committee members and your entire membership list.
It’s also important to determine how people will be invited to join the Chamber.
Between mail, email, social media, advertising and events there are opportunities everywhere to invite people to join the Chamber. A solid consistent “system” using these tools will get you pretty good results – consistency being the real key to success.
There is one type of “ask” that rises far above the rest and this is the one that I would concentrate on the most in 2011 – and you probably already know what it is.
When one of your members’ shares their Chamber successes with a potential member (someone they know) and encourages them to join the Chamber the odds of success will go up dramatically.
One of the things that we teach in our DIRECTDrive “training day” is how to create a situation that makes it easy and fun for your members to invite their friends in business to join the Chamber. By removing the fear of rejection and turning your members into “story tellers” instead of sales people their level of comfort will go way up and your new member total will climb too!
Dozens of “regular members” have recruited ten or more members in just a couple of days during their Association’s DIRECTDrive – one person from Milwaukee, Wisconsin actually recruited 55 new members in just a couple of days during their DIRECTDrive! It really is all about the “ask”.
A couple of the tips we share with DIRECTDrive participating members (we refer to them as “Steps to Success”) include:
1.) Always contact people you know and would be comfortable sitting next to at a Chamber event (protects the “quality” of your membership).
2.) Remind potential new members that they will get access to XXX number of member companies that represent potentially thousands of employees and family members (it really is a huge number of potential contacts).
3.) Be sure to mention the different events the Chamber offers that give members real opportunities to get “face to face” with other like minded business people (your Chamber really is another form of “media” for your members).
Clearly, there are dozens of conversation points that you and your members can use when talking with potential members. We’ll be covering several more in-depth in upcoming articles.