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Temper Your Enthusiasm

Theodore Roosevelt said, “People don't care how much you know until they know how much you care.”

His words still ring true today – especially when it comes to membership sales.  

Sometimes, the hardest part about recruiting is tempering your enthusiasm for your chamber’s benefits. It’s a good thing to be excited about what you are selling. But if you are not careful, you will end up sharing too much information before you understand your prospect’s needs.

Understanding your prospect’s needs is a foundational element of a successful membership sales process. Nothing can get in the way of that.

The key to overcoming this obstacle is to become a better listener.

Instead of talking about your chamber, encourage prospective members to talk about themselves and their businesses.  Doing this shows that you want to help, and they will appreciate that you care enough to learn about them.

Learn About What Matters

The more you learn about prospective members, the better you can help solve their problems.  You cannot truly appreciate what’s in their best interest until you fully understand what they are trying to accomplish.

Simply put, ask more open-ended questions and listen.  Open-ended questions are designed to elicit a full response as opposed to “yes” or “no.”  

They encourage prospective members to talk about their business, their problems, and their aspirations.  This builds trust and understanding.

Example questions:

  • “How did you end up owning your business”?
  • “What are you currently doing to drive new customers?”
  • “What other strategies have you tried?”

Make a Membership Recommendation

When you understand a prospective member’s needs, you don’t have to sell.  You can make an informed membership recommendation.  

A recommendation sounds something like this:

“Based on your goals to increase your visibility and make new business connections, I recommend our XYZ membership.  Your membership includes…”

One by one, share how the benefits included in their membership will help them accomplish their business goals.

Encouraging prospective members to talk and listening attentively helps you build the trust and understanding needed to help them resolve their challenges and make the most of their membership investment if they choose to join.

As always, we encourage you to practice this technique, make it your own, and let us know how it goes.

Remember, we're easy to talk to. Feel free to reach out with questions about this technique or other issues.

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