Explode Your Chamber Membership Get More Results - Guaranteed!
“The Coral Springs Chamber of Commerce is proud to offer you this publication and hope that you will find it useful. Please contact the Chamber office at (954) 752-4242 for more information regarding the Coral Springs Chamber of Commerce.”
This e-book is a service of:
MOUNTAINTOP UNIVERSITY PRESS
1535 Jackson Street Hollywood, FL 33020
[email protected] Copyright © 2014 All rights reserved, including the right of reproduction in whole or in part in any form.
Message from your Coral Springs Chamber of Commerce President Cindy Brief “On behalf of the Coral Springs Chamber of Commerce, we hope this eBook provides insights on how to take advantage of the many benefits available to you and how you can get the best return on the time and energy invested in our Chamber! We welcome you to our beautiful, award-winning community. Whether you’re raising a family, running a business or simply enjoying the great climate, Coral Springs is a wonderful place to be. The mission of the Coral Springs Chamber of Commerce is to provide opportunities and visibility for the success of our members through programs, referrals and advocacy. We are the community’s leading business advocate and champion for business. Our primary objective is to create a climate of growth and success in which all companies in our community can prosper regardless of size or industry. We provide leadership opportunities, volunteer programs, and business building initiatives that focus on the critical priorities of business in our community. By leveraging the support, talent, and resources of our members, the Coral Springs Chamber of Commerce connects business leaders to each other and helps to improve the economic vitality of life for everyone.”
www.CSChamber.com
Overview and Insights The Chamber and Your Business
Your Chamber of Commerce is a network of businesses whose main objective is to promote and ensure the livelihood of local businesses. A Chamber of Commerce has the responsibility of supporting its members on a local, state and even national level. Most Chambers are members of a larger chamber outreach such as a State Chamber organization where they learn about state concerns that could have an immediate impact on the local community. A proactive and engaged Chamber of Commerce typically consists of a board of directors, who are active members in their local Chamber of Commerce, Chamber Trustees that are dedicated to commerce, community education and improvement as well as a Chamber support staff which can be paid or a volunteer basis.
www.CSChamber.com
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Chamber Memberships = ROI Obviously, most people join a chamber because they want to increase revenue. While that is an important factor in any business, you can increase revenue by hiring more people and executing successful marketing campaigns. A Chamber of Commerce is so much more than increased revenue. It’s a unique opportunity for you to learn from other successful business owners that do what you do, build strategic alliances with people you can mentor or learn from as well as give back to people that need support and guidance in the community. It’s a balance between giving and receiving! Typically a Chamber Membership is for a period of one year, after which it is renewed upon your request to do so. Whether you are new to a chamber or considering its value, remember that above all your membership is a unique insider opportunity to get to know business owners and the community and civic-minded individuals in your area. What you do from that point on is your responsibility.
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Make the
Chamber
WORK for you! In order to get your money’s worth for your membership, YOUR participation is
crucial. No matter where you live or how many members are in your chamber, there are chamber-hosted events throughout the month that are for your benefit. It is also important for you to get to know the chamber staff members, trustees and other connected persons in your area. They can introduce you to the people you wish to meet, whether they are in the chamber or not. Exercise: Write out a specific list of people you want and need to meet in order for your business to flourish.
The key is to be SPECIFIC
● What industry professionals are you interested in meeting? ● Who could be a referral source for your business? Take a long look at where you are as it relates to your networking and/or current business coming from networking and word-of-mouth. Later, as you begin to meet those people, and build relationships, you can better track the value your chamber membership is delivering for you.
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What should you expect? Mapping out your level of involvement in the chamber can provide you with some idea of what you can expect. The more you put in, the more you should get out. But that takes using strategy – more is not always more. Answer the following as it relates to your business and the Chamber: 1. If I were to describe my ideal client, what would they look like? (Example: age, lifestyle, buying habits, parents, married, single, business owners) 2. Chamber Members may or may not ever become clients, so that is not a good indication of success. Instead, am I capable of expecting relationships and visibility to grow my business throughout the community? 3. How long does it typically take for someone to know me and my business well enough to refer business to me? The completion of this exercise can help you identify how much time, and the kinds of activities you will need to invest in the Chamber in order to produce the end results you desire.
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Chamber Membership Benefits through SWOT Analysis An important step in getting the most from your Chamber Membership is to take stock of your Strengths, Weaknesses, Opportunities and Threats. A SWOT is a standard in any marketing and business plan as it helps business owners keep a pulse on what will affect the business itself. Take a look at your own SWOT points:
S
trengths: What are you known for? Are you
a natural connector for people, organized in the way you work, great at coming up with new ideas, and known for getting the job done? Then join a committee, or become an ambassador, or take an active role. As other members see you excel, it gives them clues into how you are in your own business – and whether they want to do business with you.
O
pportunities: What opportunities exist
in developing strategic alliances? Is there an opportunity to share your expertise with a Young Professionals Group, Mentoring Group or Education Community? Do they have a Leadership Class in which you can enroll so that you learn more about your local government, public officials and successful business owners?
W
eaknesses: If one of your Weaknesses
is public speaking, then consider joining a Referral or Leads Group as a way to improve your skills while meeting new people. Or maybe there is an area of business where you would like more skills, or need direction on connecting with local resources for your business so you can tap into a Knowledge Network of other members and community leaders.
T
hreats: If one of your Threats is that
consumers are turning to the Internet more and more to buy your product or service, then finding professionals in the chamber that can refer you personally to their clients can put a face and relationship to those referrals that wins out over other obstacles any day.
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Chamber Membership Benefits through SWOT Analysis (cont.) Most Chambers have events in which they need people to help organize, host, promote and run in order for them to be a success.
How can your SWOT compliment the Chamber’s efforts? What might that do for your efforts in return? Suggested Action:
Meet with your Chamber President or a Trustee Member and share your skills and your interest in helping. If they know you want to help them, they will want to help you in return.
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Setting Expectations
Expectations can be a funny thing. If you set the bar too high, you may become disappointed by the result. But if you set them too low, the same result could make you very happy about nothing. Building business resulting from a chamber membership should be done carefully, realistically, and with reasonable expectations. It doesn’t happen overnight, and it can be easy to lose sight of your long-term goals. But if you stick to a proven plan, it will happen. Make sure you have an accountable, track-able plan. Once you have that mindset, you can assess what it is that you will choose to expect to achieve through your efforts. Have you started a new business and hope this is going to prevent you from having to invest hundreds, if not thousands in traditional marketing? Are you already in business and looking to re-discover how networking can revitalize your business pipeline? Or do you work for someone else who has tasked you with building business and growing sales through networking? What are typical, achievable goals Chamber Members set?
1. Meet three people in a certain industry 2. Meet or become a Chamber Trustee 3. Serve on a committee, or as a board member 4. Host a Chamber Breakfast to promote business 5. Become a table top sponsor (gather leads) 6. Join a Leads or Referral Group 7. Give back to the community 8. Support others in achieving their goals 9
How Much Time Do You Invest Each Month? Everything comes back to having the time to execute on your ideas and efforts. How much time you allow for these initiatives is dependent on how much your business relies on referrals and building relationships. A typical Chamber Member dedicates 5-10 hours a month on activities linked to their membership. Here’s a typical example: Event Chamber Breakfast Ribbon Cutting
Time Allotment 2 hours once a month 1 hour each
Leads Group Individual Member Meetings
4 hours a month 60 - 90 minutes
Be careful of your time commitments! Your time can quickly get away from you as you become well known and trusted in the inner circles of your Chamber. Although it can be a lot of fun, be careful that even the fun is advancing your goals of developing relationships. How much time will you give yourself to achieve your goals? And are those periods of time sufficient to give you work/life balance? Or are they too long and again you risk losing focus? Set the wheels in motion and create the actions that get it done on time.
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Conversation Starters
Only a small percentage of people have the natural ability to meet perfect strangers and start conversations out of the blue without hesitation. For the rest of the networking population, a room full of strangers can bring on anxiety, sweaty palms, dry mouth and even excessive perspiration! Chances are you know at least one person at the event you’re attending. Instead of running for the buffet line, drinks or even coffee, consider talking to the following people:
• Chamber staff checking you in • Chamber Trustees • Table Top Display Vendors • Chamber President • Chamber Ambassadors All of these Chamber Representatives have one thing in common. They usually know more people in that room than you do! Communicate to each of these Chamber people the kind of industry professionals you wish to meet and see if you can have them give you just one introduction to someone in that room.
Leverage what they know! Tip of the Tongue: Interested in having people ask you a question that allows you to talk about yourself? Try asking someone the same question, and they’ll likely ask you the question in return.
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Making a Positive First Introduction
Too often Networkers think networking is the opportunity to sell on the spot. These misguided people think if they get out there and talk to enough people, they’ll run into their potential clients, make a sale, and succeed with their networking. The problem with this thinking is that in part they are correct. Talk to enough people, pitch your product or service enough times and you will make sales. But because this sales mode has little to do with relationship building and all to do with the pitch, people eventually tag this Networker as a pushy sales person and will avoid them at upcoming events - guaranteed! Be the Networker everyone wants to meet instead, and drop the pitch. Networking Tip: Just as you dress for success, think about whether your mood is dressed for the same success. Beyond smiling, are you there to add value to the event and meet people in your best possible state of mind?
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Networking Terminology – gone wrong… but made right The Laundry List When you are networking, what exactly are you promoting? If you write out all of your products or services, you will undoubtedly end up with a laundry list of “everything” too long for someone to memorize easily. So if you would have trouble remembering it, how do you expect others to remember? Make it right: Think about car companies that may have many makes and models, but their ads focus on only one vehicle at a time. Sure, we know that they have others they could be talking about, but it is our focus on just one at a time that helps us learn about that one product or service. We Do “Everything” Another common mistake is to brand your business as being able to do it all. True, you might have a list of products or services a mile long, but make it right by choosing the ones that best define you and your company. Be known for something specific that people will remember and recall easily.
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Networking Terminology– gone wrong… but made right (continued) Anyone Can Be Our Client Nobody who thinks you’re desperate will refer to you. If your brand comes across as being so desperate that it wants “anyone” you’ll end up getting “no one”. And think about how the ideal client you haven’t met yet might feel if “anyone” can be your client. They won’t feel special. Make it right by focusing on what makes a client ideal. Be Specific Many business people use terms to describe the kind of business they are looking for which are too generic. For example “small business” doesn’t convey a specific type of client and “full-service” does not accurately explain why your Chamber network should be referring them to you. Make it right by defining what you are looking for as specific to your needs. For example, explaining the size range of the ideal business client, or the top service reason why clients come to you and not your competition. Tip: Give thought to what defines you. What are you known for, and how do you deliver it? Explain why people come to you, not what they come for, it can be even more powerful.
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Magic Words Choose Your Words Carefully
The words you select for promoting your business, and yourself, also need to be accurate and they need to be memorable in the context of furthering your goals. You can certainly use humor, while being cautious not to make yourself, your product or service seem frivolous. In the bestselling book: Building the Ultimate Network, Todd Delmay – author and Founder of Mountaintop University - shared his theory on his concept of Magic Words. It’s based on the theory that even with the most complex businesses, there are “magic” words that can act as short-cuts to help others understand what you do. What are the Magic Words you need to communicate most effectively? Consider everything you say, as if it were being written in stone. Will those words always be to your advantage? Activity: If you had only 5 words to describe not just what you do, but how you do it, what would they be? Once you have those words, could you tweet your message in 140 characters or less? Forcing yourself to reduce the number of words allows you to create memorable and repeatable messages that you can share whenever you are networking. The more succinct they are, the more likely they will be effective.
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Activating and Expanding Your Network The Known Network
The chamber members you already know are your “Known” Network. But networking isn’t just about starting new relationships, and no matter how long you have been a member, you can always take a fresh look at the time you already spend with the people you know. No matter how many or few, they will play a decisive role once you put actions and goals into place to activate that Network into generating referrals for you, and you for them.
The Unknown Network
Beyond your chamber network is a vast group of people who are connected to you, even though you do not yet know who they might be yet. This is the exciting part of exploring what your chamber membership can do for you. It will surely hold countless surprises for you that will keep you motivated to continue seeking just “who” is out there. Rather than reaching out blindly, start by telling your existing connections whom you want to meet, and giving them the chance to make the connection. Tip: The real “work” of networking is asking questions – not just about who can introduce you to whom, but who you know that would be of value when introduced to others.
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Become a Chamber Ambassador The Unofficial Ambassador
No matter if you are at a Chamber event or in your own place of business, everyone you talk with could use an introduction to another person. In some cases it’s to develop referral sources but it could also be to find a partner, affiliate or advisor. Be the match-maker (aka ambassador) for everyone you meet. You will naturally expand your network as you become seen as a trusted business partner building credibility amongst your peers. When you are the person making the introductions and setting the stage for a potential match between businesses and/or business professionals, it takes some visionary thinking, and it takes understanding another’s business enough to not only see the potential, but facilitate the match.
The Official Ambassador
If you understand and enjoy connecting complete strangers, consider asking the Chamber what would be involved to be an Ambassador. This is a voluntary role and one with high visibility. The role is typically to meet, greet and introduce people at Chamber functions such as the breakfast meetings and after-hours events. You learn about the behind the scenes activities and opportunities in the city as well as develop yourself as a trusted “hub” for people to ask you questions and gather insightful ideas.
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Building Relationships Business vs. Personal Relationships
Think about the people you know through business, such as your fellow chamber members. Begin to assess the relationship you have with them, and how you might advance business, idea and even referral exchanges if you knew them more. The word “relationship” can mean so many things; but it tends to feel more personal than business-related. Life long relationships can develop from your involvement on a committee or event such as a festival or fund raising event for the local school. Keep an open mind and be realistic with the time you can afford to give of yourself to activities in the community as people remember those that over promise and under deliver. Tip: There is no such thing as Business Relationships. There are only Personal Relationships, some of which happen to occur in the business environment. Use the same kinds of dialogue, genuineness and give-and-take you would with any other relationship.
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Goal-Driven Relationships It can initially seem very self-serving and disingenuous, but having a goal for our relationships is a very necessary thing to do. To know that we can create an environment in which we do business with people we like the most, and have the most connection with, can be liberating.
When you’re doing business with people who share your goals for the relationship, you both want to see each other succeed in ways that you could not if you were alone in a quiet room. Word of mouth marketing gives you the power to choose the people you like, to spend time with them, to build relationships of substance and to work on ways you can help each other. The chamber is an ideal format for spending time with people in a variety of settings, and where your goals are likely in alignment. Be sure to discuss your wants and needs with the people you do business with and with those with whom you are developing business. Activity: Write down the names of the top 5 professionals you do business with (but are not your clients). Now write out 3 goals you have for the relationship in the next 6 months. Then set up your next meeting and share the goals as part of a conversation.
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Getting to Know You Instant Connections
There are many books on relationships, on how to create them, how to nurture them, and how to maintain them. There are all kinds of “tricks” that are suggested to make people feel valued, and to build the relationship. The basic courtesies never go out of style: • Smile when you walk into a room • Make great eye contact • Offer a firm handshake Networking is, as we’ve discussed, about getting to know the Known and Unknown parts of your Network, and making those who are Unknown to you, Known. One of the most effective questions to ask people is:
“Who do you know…”
Followed by a specific industry or person’s name and realm of knowledge they have. The question focuses the listener and allows them to respond with the opportunity to introduce you to someone they know, and who can now become known to you as well.
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Categorizing your Known Network
Since the people you know are the connections to your success, understanding the relationships you have with them will determine which paths you take. In many cases, your relationships will fall into two primary Relationship Categories: Incidental Relationships This group of individuals includes people that know what you do, understand what a referral looks like to you and if an opportunity is clearly presented to them, they will get in touch with you. It’s a reactive situation, but still an opportunity to explore a possible sale. Applied Relationship Network This group of individuals includes people where the relationship has moved beyond being Incidental, and their efforts for your success are proactive as they keep you in the front of their thoughts and are constantly looking for opportunities. In other words, if there is an opportunity for you, they recognize it; maybe even go out of their way to get it or create it for you. They readily share your message, and create the introduction and/or referral wherever possible. Some apply themselves more than others, but they are all looking to promote you and create your success. Objective: Figure out who falls into which category, and determine how you will keep communication lines open. Coffee once a month? Lunch or a visit to their office? Just as you would pursue lead, this is a relationship you want to take good care of at all times and return the favors. 21
Knowledge Networking™ For Chamber Success Breakfast Bring minimum of 25 business cards
You will use 10 cards introducing yourself and your business to the table you’re sitting at as well as the cards passed before and after the formal meal.
Have your 30 second intro ready
Your 30 second introduction to your table or the room is different than your casual introductions before and after the meeting. There are no questions, there are just a few sets of eyes and ears watching and listening to your every word so make it count. Construct your message with the following: Good morning, my name is (first name only- your name badge says the rest) and I’m proud to be with (business name). My role is to (tell them how you HELP your clients, or why THEY come to you) and it’s my pleasure enjoying breakfast with you today.
Introduce yourself to the table vendors
Always visit the vendors if there are tables in the meeting room as they may have special deals you can take advantage of for you and your business. Remember, you should always act as an unofficial ambassador, so if you know someone in the room that would benefit by connecting with the vendor, bring them over, introduce them and you are seen as the professional networker!
Talk briefly and set up another meeting
One of the best things to accomplish at a breakfast is scheduling a “next” meet up. You are at the breakfast to work on establishing a relationship. Once you meet someone you want to get to know more, schedule a separate meeting to learn more about their business.
Dress for Success
Depending on your profession, you may want to dress differently than you do on the job, but it is well worth the effort. Networking is about working on your business, not in it. Others will give you the benefit of the doubt when it comes to your abilities in your job, but at chamber events you are trying to demonstrate your professionalism and that others can feel comfortable introducing you to people they know.
Leave the brochures in the car
At a breakfast, your main focus is not just to see people you know but introduce yourself to new people as well. Giving a brochure and other sales materials on the first meeting screams that you simply want the sale and do not value establishing a relationship first. Save your brochure for the next meeting you schedule.
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Knowledge Networking™ For Chamber Success (Cont.)
After Hours Event When drinks are served, people talk
Alcohol has a unique way of loosening the tongue and opening up dialogue. Be sure you are not the one with the open mouth inserting a foot. If you feel the need to have a beverage, moderation is the best bet to keep your senses and mind clear and focused on why you are there.
Open business card swap
It is a common practice for most chambers to exchange business cards freely at an after-hours event. Don’t hold back as this is the #1 event to swap cards and shake hands.
Keep your cards organized
With all of the cards you will collect, how will you separate the ones you will follow up on versus those that get recycled? One way is to fold the end of the cards you wish to keep. They call it “dog earring” because that’s what it looks like after it’s bent. Another way is to write on the back of the card to remind yourself of the conversation and any follow up (or not).
Keep smiling
When you don’t know a lot of people and you are in a new environment with a lot of people talking, people tend to focus on a plan of action, who they will talk with and even where they will stand. Your face has a natural tendency to get a serious look though and therefore you may be seen as “not friendly.” Make your plan quickly, and keep smiling as you make your way through the room.
Wave to the imaginary person
Here’s an old networking trick that still works well: Don’t know a lot of people in the room? No worries – you can look well connected by doing a “faux” wave when you walk into the room. Don’t look at an individual but in a general direction with no eye contact to anyone in particular. The perception to people that see you is that you know at least someone in the room.
Ribbon Cuttings Get your picture in the publications
The #1 way to get free publicity is to attend a ribbon cutting in your community. If you can also find an opportunity to HOLD the ribbon and stand by the business owner, City representative or Chamber representative, it will increase your chances of being in the photo.
Keep your business cards in your pocket
You are at a ribbon cutting to create new relationships and congratulate a new business owner on their special day. Introduce yourself and build a new relationship on a follow up visit. The owner is overwhelmed on this day- make it a friendly interaction versus a sales initiative. By sharing your support to them, they will remember you and want to return the favor.
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Knowledge Networking™ For Chamber Success (Cont.)
Referral Groups Keep business card supplies well stocked
That should be obvious but it’s the #1 complaint with people in a referral group. Your cards should never run out in the “business card box” that is passed around to your group of professionals. And you should never be caught saying “I ran out of cards” or “I forgot my cards at the office” either. Always be prepared.
Have a polished personal commercial
Never improvise what you say to the group, no matter how well you think you know it. Basic elements of your commercial should include: your first name, your company name, what you want to share with the group and who you are looking to meet this coming week. Keep it simple.
Give great referrals
There are many important reasons people are in a referral group, but getting referrals is high on the list. So in order for everyone to be receiving referrals, people have to be giving referrals. Giving great referral means you the person you are referring knows they are a referral, and are expecting your referral group member to contact them. No surprises equals credibility and respect.
Get your picture in the publications
#1 way to get free publicity is to attend a ribbon cutting event. If you can find an opportunity to HOLD the ribbon and stand by the business owner, City representative or Chamber representative, it will increase your chances of being in the photo.
Charity/Gala Events Dress the part
Unlike a Chamber Breakfast or other networking events, charity and gala events are a way for an organization to showcase and appreciate the community support received all year long - so look your very best!
If you win the drawing
At a community-focused charity celebration it is typical for a 50/50 raffle or other type of drawing to take place. If it is a cash winning, you might consider giving it back to the organization as an additional donation. Or, if it is a non-cash winning, there might still be a way to pass it on to further benefit the organization.
Table Talk
Be sure to use this opportunity to learn more about the people at your table and not just about sharing all of your information. Take the time to ask others how they got into the business they are in and other questions that open discussions to business practices so you can learn from other successful people, it might even lead to metting a business mentor.
Keep your business cards in your pocket
Nothing will scream “unprofessional” more than palming your business cards at an annual event. You are in a community support environment not a sales mode, so one should only be shown or given when requested by others.
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Get Your Money Back Guaranteed Your success is easy as 1-2-3:
1. Set Expectations and Goals • Membership is about more than just increasing revenues • Successful members know that success takes time • Achieving your goals inspires you to increase them • Set reasonable time commitments • Determine how to apply your talents on behalf of the chamber 2. Create a Plan with Action Steps • Use SWOT analysis to give more, get more • Participation is the name of the game • Under-promise and over-deliver • Be specific in articulating your needs: words matter • Positivity is a great place to start every time 3. Build and Leverage your Relationships • Show that you care • Meet the leaders, then become one • Educate others and yourself • Every relationship is personal; take care of them • When you give to others, they usually return the favor
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Contributing Authors Todd Delmay
CEO, Founder. Mountaintop University www.mountaintopuniversity.com The Founder and CEO of Mountaintop University, and is a sought-after speaker and business coach whose experience includes building businesses based on the power of word-of-mouth marketing. Todd’s international business experience includes writing and delivering educational programs, as well as teaching communication skills for business people. Todd has lead over fifty domestic and international knowledge exchange trips designed to give participants an understanding of doing business in the global marketplace. He has produced learning conferences and training programs, been a keynote speaker and has repeatedly earned recognition for his achievements in the field of networking. His concept of Knowledge Networking™ is helping business owners connect with the skills and information they need to grow their business.
Kimball Stadler
Executive Director. Mountaintop Gurus www.mountaintopgurus.com With over 25 years experience in sales and marketing support, Kimball works as the Executive Director for Mountaintop University and Mountaintop Gurus. She is the main contact person for advertisers, Guru support and content management. Kimball also coordinates and conducts all webinars and events for the on-line community and individual coach for the Gurus.
Coral Springs Chamber Benefits After Hours Networking Events
Prospective members of the Coral Springs Chamber of Commerce are invited to be our guest at any of our After Hours Events, free of charge. Enjoy a pleasant social environment where you can mingle with Chamber Members and grow your network of lasting business relationships. Tip: Just clip the coupon below and bring to the After Hours Event of your choice for Free Admission. Coupon is good for one event, one time, per guest.
COUPON Good for One(1)
FREE ADMISSION To Any After Hours Networking Event L I M I T E D
SCAN QR Code for After Hours Networking Events
954-752-4242
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11805 Heron Bay Blvd Coral Springs, FL 33076 w w w.cs chamb er.com
