Selling of a Chamber
Section A
What is the Greater Springfield Chamber of Commerce?
A Chamber of Commerce is defined as a voluntary organization of the business community which unites the efforts of business and professional individuals to improve the economy, build a better community and enable business people to accomplish collectively what no one could do individually.
Its strength lies in attracting the greatest number of firms into Chamber membership, thereby creating a pool of resources from which can be drawn ideas, energy and finances.
What a Chamber Is Not:
A department of the city, county or state governments; a political body; a civic club or professional society; a social, service, welfare or charitable institution; a private advertising, publicity or public relations agency; an agency of the Ohio State Chamber of Commerce or branch of the United States Chamber of Commerce.
Chamber Purpose:
Ultimately, the mission of the Chamber of Commerce is to promote business, industrial and community growth and development. We desire Springfield and Clark County to be the place where people want to live and do business. We need your support in this endeavor. We are driven by the community to improve our community.
Chamber Organization:
The bylaws of the Chamber of Commerce prescribes the democratic processes by which the organization operates. There is a Board of Directors who in turn elects officers to serve one year terms.
The Board acts on policy matters, gives approval to the Program of Work, authorizes special activities, determines the amount of the general budget and the means of generating the necessary funds to sustain the total program.
Committees are established to consider, investigate, recommend or act in regard to matters affecting the organization, its members, the city, county, state or country. Usually, they report to the Board for policy decisions, but in some cases they are delegated authority to take appropriate action.
Committees are the heart of the Chamber organization. Through them, projects are initiated and carried through to completion. They provide an excellent training ground for future officers of the Chamber and for leaders of the community. It is a truism that a Chamber's strength and influence can usually be measured by the character of its committees and the amount and quality of work they do.
Completing this organization, providing administrative support for the officers, directors and committee persons, is the Chamber's staff. The staff also renders many services which small companies need, but seldom can afford.
Introduction To Selling
Section B
Selling an Intangible:
Your job is highly specialized. It involves working with the minds of business people. You must be a converter of an idea! The "idea" is the success of the Chamber...the community. To make your "sale" you need to convert features of our Program of Work into benefits to the prospective Chamber member.
The Technique of Selling:
The skilled salesman does not sell sporting goods, he sells pleasant, fun-filled hours in the outdoors. He does not sell furniture, he sells comfort and taste. He does not sell a brochure or a "plaque," he sells an investment in the community and personal satisfaction of support.
The Philosophy of Selling:
The philosophy of selling is much more involved. What follows is a wide and very general philosophy drawn from many years of experience of experts in the field of Chamber work.
Remember ... you are the Chamber of Commerce to that prospect, the prospective member and our present supporters.
What the Chamber's Program of Work Will do for the Prospect:
You’ll need to know Chamber information ... you should know as many of the technical points about our Chamber as possible because you will have prospects who ask questions concerning this information. For example, some customers will want to know the action we took on a specific issue. Some prospects will want to know the number of members or employees of the Chamber. So, it's good for you to know how to answer these questions and within a reasonable length of time, you'll learn them. But most prospects want to know something else.
They're interested in finding out what the Chamber will do for them. Every one of your prospects wants to know what benefit they get out of participating in the Chamber program. Therefore, whatever you say which covers this information is your most effective means of selling. It's the same idea as that of the doctor prescribing medicine to a patient. He tells the patient how much to take and how it will help him. He doesn't give details as to what is in the medicine. He does explain..."This will correct the illness," etc.
Chamber Prospecting
Section C
How will you receive prospects for membership sales?
The Chamber staff will supply you with qualified leads for membership along with information on that prospect.
Chamber Prospect Calls
Section D
A Prospect Call:
- Sales calls - (three sales per year help with membership sales)
- Communicate enthusiasm to your prospects!
- Be a Goodwill Ambassador as well as a salesman AT ALL TIMES.
Check List of Supplies: (For each call)
- A very neat appearance
- Your Chamber knowledge
- Your Chamber ID package with your business card
- Applications
- A pen
- Chamber information
- A current copy of the monthly newsletter
- A plaque
Go Slow, Observe:
- Plaques on the wall of other organizations
- Monthly newsletter on the table
- The receptionist or first contacts and the way they handle themselves
What you see in entering and what you hear said may very well become the basis for your entire sales presentation.
No plaques on the beautifully paneled walls possibly mean they would not detract from the appearance, so do not sell the plaque. On the other hand, many plaques displayed indicate that your prospect is a believer in participation with others.
Suppose there is an old membership plaque (or a brand new one) indicating that firm is a member of the Chamber. What should you do? If processed through our department and we told you they are not members, proceed on this assumption. After you sign them up, clear up why the old plaque is there.
If it develops his firm is a member, he will not resent your call because our members like to know that their Chamber is active. Turn this call into goodwill.
The First 60 Seconds in His or Her Presence
The first 60 seconds in the presence of your prospect are the most important you will ever spend with them. At first blush, as you confront them, you represent an interruption and quite likely would want to get rid of you as quickly and courteously as possible. Automatically, and for no reason, your first few words usually are "my name is . . . with the Chamber of Commerce and I came to talk to you about the Chamber." This invites that deadly response "not interested or can't afford it."
SO . . . WHY NOT TRY THIS:
Making Appointments (Or Getting In)
- Always make the first call in person.
- Be sure to talk only to the right person. The right person is the one directly responsible for the success of the business.
- Sell the appointment first. Get permission to have the proper time to tell your full story.
After this initial contact you might then use the phone to follow up. Why do we say "call in person"? Because if you are selling an annual investment and you expect it to remain in force for the average time a firm remains a member, then actually you are making a very substantial sale. WE BELIEVE A SALE OF THIS MAGNITUDE SHOULD BE GIVEN THE PRESTIGE AND ATTENTION OF A PERSONAL CALL.
SAY: "I am representing the Greater Springfield Chamber of Commerce and Mike McDorman in his capacity as President of the Chamber of Commerce concerning the IMPROVEMENT of our business community and YOUR BUSINESS. Can we sit down in private now and invest about seventeen minutes discussing these possibilities or can we make a definite appointment for later today?"
Be politely persistent.
Do not sell the doorstep.
Do not compromise for "just tell me in two minutes" or such phrases.
If you cannot secure permission to make a full presentation, promise to come back and see that you do!
The importance to the prospect, our community, and you, is too great not to first get an agreement on the amount of time and when.
NOW THAT WE HAVE PERMISSION and you are in the prospect's office, LET'S BEGIN THE INTERVIEW.
