Dialogue and Discovery: matching their pain with your relief
Before we convey how chambers are catalysts, convenors, and common sense problem-solvers; first, it is important to listen.
You’ve invited a prospect for a meeting to better understand their business. To serve them best, it is important to know key facts about their stage in business, key objectives, opportunities etc. Before we convey how chambers are catalysts, convenors, connectors and common-sense problem-solvers; first, it is important to listen. We need an honest dialogue with prospects to discover how we can match chamber services to their relevant needs and best focus their chamber membership for success.
Inspired by Cathi Hight’s work on articulating value propositions, imagine a scenario where you engage in a dialogue that helps you discover their key pain points. Of course, you will want to adapt the following tips to best fit with your conversation style, but here’s a discussion framework designed to help you stimulate meaningful conversation:
Thank you for taking the time to speak with me today to discuss the benefits of becoming a member of our chamber of commerce. We believe that joining our chamber can provide your business with numerous advantages and opportunities for growth. To better understand your needs and priorities, I would like to explore the following areas with you:
Investment: Our chamber membership offers a direct return on your investment through various channels, both in terms of dues, sponsorship and advertising benefits. For example, last year, one of our members, a small retail business, gained a 15% increase in sales within the first six months of joining the chamber through referrals and event exposure to our business community. I would like to understand your expectations regarding the returns you seek from your membership.
Would you be interested in office supply discounts, event sponsorship, a speaking opportunity or learning more about a health benefits plan for your employees?
Information: As a member, you gain access to unique sources of information that are timely and exclusive to our members. These resources can give you a competitive edge in the market. For example, we can direct you to links for consumer insights and annually hold an economic forecast lunch.
Could you share your specific information needs (marketing, talent recruitment etc.) and how they can contribute to your business success?
Initiatives/Issues: Our chamber takes positions and leads on matters that are crucial to the business community. By aligning with us, you can actively participate in shaping policies and issues that impact your industry. Examples include the role our chamber plays in advocating for reductions in the increase to local property tax and the need for better transit.
What initiatives or local issues are important to you, and how do you envision your involvement?
Influence: Membership in our chamber gives you the ability to influence and persuade key stakeholders, including policymakers, and affect outcomes that are beneficial to your business.
How important is it for you to have a voice and influence decisions that shape your industry?
Impact: By joining forces with us, you can directly contribute to impactful initiatives that lead to positive consequences for your business and the community. One notable example is our chamber’s collaboration with local educational institutions to establish programs that provide skilled talent for businesses and address the workforce shortage issue.
What specific outcomes or results do you hope to achieve through your involvement?
Introductions: Our chamber provides valuable networking opportunities, connecting you with mentors, potential customers, and peers who can support your business growth. One of our members, a startup tech company, gained a major contract with a prominent client through a connection made at a chamber event.
Could you tell me more about the types of connections you are seeking and how they can benefit your business?
Interaction: We pride ourselves on creating a positive experience for our members, fostering quality conversations and interactions within our business community. Our annual general meeting brings together industry leaders, entrepreneurs, and experts, providing a platform for knowledge exchange and fostering collaborative partnerships that can lead to innovating projects and success.
How important is it for you to be part of a supportive and engaging network of professionals?
Innovation: Our chamber stays at the forefront of cutting-edge ideas, opportunities, and technology in your industry. Through our liaison with other innovation district agencies, one of our members, a software development company, gained access to early-stage funding and mentorship, propelling their growth and enabling them to pioneer new tech solutions.
What role does innovation play in your business strategy, and how can being a member help you stay ahead of the curve?
Instruction: We offer various educational programs and workshops to help businesses acquire new skills or applications. For example, we recently co-sponsored a marketing workshop on the Canada Digital Adoption Program CDAP program. A small business owner, was able to enhance her knowledge and access tools to create an effective digital marketing campaign, resulting in increased brand awareness and customer engagement.
Are there specific areas where you are looking to develop new competencies, and how could our chamber assist you in that regard?
Intelligence: Our chamber provides new awareness, understanding, and knowledge about the market, industry trends, and best practices. By attending our industry-specific seminars, a member retail franchise gained insight into emerging consumer preferences, enabling them to tailor their product offerings and improve customer satisfaction. Likewise, participation in the chamber’s economic development committee keeps you informed on major city initiatives.
How important is it for you to stay informed and up-to-date with the latest insights that can benefit your business?
Insights: We believe in learning from each other's experiences and breakthroughs. Through our member spotlight program, a member wealth management company shared their success story and best practices inspiring other members to implement innovative strategies to achieve similar growth.
Are there any particular lessons learned or breakthroughs you are seeking that could enhance your business growth?
Integration: Our chamber focuses not only on providing ideas but also on helping members implement those ideas into their businesses effectively. One of our restaurant members received personalized guidance from our business development team on implementing a loyalty program, resulting in increased customer retention and higher sales.
How important is it for you to have support in implementing new strategies and initiatives?
Thank you for your time. By discussing these areas, I believe we’ve identified your highest priorities and reasons for joining our chamber. Thank you for your responses. It helps us tailor a membership package that aligns with your goals and maximizes the value you receive. As your experience with the chamber grows, I look forward to continuing the conversation, hearing your thoughts and discussing how our chamber can support your business's success. How do you feel about getting started? Can I get a membership activated for you today?
