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Putting Commerce Back in Your Chamber of Commerce: How to Run Your Organization More Like a Business

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Could this be the most insulting program in WACE history? ... Bob Brady. President, BLR. The 80/20 rule of management still applies: ... – PowerPoint PPT presentation

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Title: Putting Commerce Back in Your Chamber of Commerce: How to Run Your Organization More Like a Business


1
Putting Commerce Back in Your Chamber of
Commerce How to Run Your Organization More
Like a Business
  • Presented By
  • K E I T H W O O D S
  • Chief Executive Officer
  • North Coast Builders Exchange
  • Senior Advisor on Chamber Trends,
  • California Chamber of Commerce
  • (707) 542-0645
  • keith_at_ncbeonline.com

2
My biggest fear
  • Could this be the most insulting program in WACE
    history?

3
  • Most Fun Interesting Office Buzzwords of
    2006

4
Blamestorming
  • A group process where participants analyze a
    failed project and look for scapegoats other than
    themselves

5
Clockroaches
  • Employees who spend most of their day watching
    the clock instead of doing their jobs

6
BMWs
  • Bitchers, Moaners and Whiners

7
Plutoed
  • Any project or program that is unceremoniously
    dumped or relegated to a lower position

8
Adminisphere
  • The upper levels of management where big,
    impractical and counter-productive decisions are
    made (sometimes called Board Meetings)

9
Bobbleheading
  • The mass nodding of agreement by employees, even
    when the boss has a really bad idea

10
Deja poo
  • The feeling that somehow youve stepped in this
    bull before

11
Mantra in Chamber work since the early 1990s
  • Weve got to run our Chambers more like a
    business!

12
I still believe in the concept because of the
basic similarities
  • Products and services
  • Customers (that we call members)
  • Managing staff
  • Payrolls to meet
  • Budgets to balance
  • Competition
  • A need to innovate in order to survive

13
I also recognize the differences
  • Decision-making is not ours alone
  • Bosses change every year
  • Our non-profit status
  • A subtle perception that somehow we work for
    the whole community
  • Our need for a diversified income stream
  • Businesses send out billswe send out dues
    statements, which are optional to pay

14
Running Your Chamber More Like a Business The 5
Key Elements
  • Apply sound management techniques
  • Understand your customer
  • Develop good products and services
  • Excel at marketing, advertising and promotion
  • Dazzle your members with great customer service

15
1)Apply sound management techniques
16
Great management starts by surrounding yourself
with excellent people
  • If people are known by the company they keep,
    then a company is certainly known by the people
    it keeps
  • The Answer
  • Hire well, Train well, Treat em well!

17
Desirable Employees
  • Smart energetic
  • Smart lazy
  • Dumb lazy
  • Dumb energetic

18
Actual traits of great employees
  • Good time management skills
  • Follow-through and reliability
  • A work ethic
  • Good communication skills
  • Technological proficiency
  • An ability to work with others
  • A flair for the creative
  • Quick learner
  • The capability to multi-task
  • An ego thats under control

19
The best hiring observation Ive ever heard
  • We seem to keep hiring people for what we think
    they know, and then fire them for who they are!
  • Bob Brady
  • President, BLR

20
The 80/20 rule of management still applies
  • 80 of your time will be spent managing the 20
    of staff you never should have hired in the first
    place!

21
Spend all that you can afford on staff training
  • Receptionists
  • Administrative Assistants
  • Bookkeepers
  • Sales people
  • Program managers
  • Yourself
  • Would you rather have a poorly-trained staff
    that stays or a well-trained staff that might
    leave? (Henry Ford)

22
Results of a World Success Survey conducted by
the Wharton School of
Business
  • Average tenure of a CEO in business is 48 months
  • The survey asked long-term successful executives
    what main principles they believed in and
    practiced

23
Top 3 Principles
  • Board bonding
  • Learning from failure
  • Speed up innovation

24
2)Understand your customer(the member)
25
The key business-like points to remember
  • They are actually more like clients, not
    membersand each is on a one-year renewable
    contract
  • In their mind its a business deal, not a
    membership
  • Members buy into the Chamber for their
    reasons, not yours

26
The characteristics of our members
  • More demanding than ever before (whats their
    ROI?)
  • Desire new, fresh, different, and current
  • Have less time for the Chamber than ever
  • Have a deep concern for only one economytheirs
  • Are getting older on average, not younger

27
3)Develop good products and
services
28
The key point
  • Create and offer demand-driven products, not
    supply-driven
  • Provide what people actually want, not just what
    you want to do
  • Why? Because the last words of a dying
    organization are usually
  • But weve always done it that way

29
How do you identify demand?
  • Know your memberstheir wants, needs and
    expectations
  • Have good market intimacy (Colin
    Powell)
  • Do effective surveying Market Intelligence
    Gathering
  • Steal or borrow from other Chambers

30
  • Find a business need in your market and fill it
  • Utilize the K.M.E.A. test
  • Keep, Modify, Eliminate, Add
  • Planning major program changes? Find a
    volunteer Champion

31
4)Excel at marketing, promotion and
advertising
32
Simple advice Advertise and market on a
consistent basis
  • If youre not going to advertise regularly,
    just put your money in a pile and light it on
    fire

33
It All Begins With Market Research
  • Define your market area
  • Identify the most likely to join businesses
  • Find out what they read, watch or listen to
  • Set a reasonable budgetor some budget
  • Look into piggyback advertising

34
Its all about developing a strong corporate
(Chamber) identity
  • The buzz word remains branding yourself
  • Create a professional family look to all your
    materials
  • Hire a communication pro for adviceor get
    really good volunteer help
  • Funniest comment by a Chamber exec
  • My members are stuck in the 1960s
  • and they like it there

35
The best newspaper ad that ever appeared, as run
by a handyman
  • I always return phone calls and I show up on
    time. Call 522-1234.

36
Find a similar theme that strikes deep into the
heart of your members
  • You want customers, and we know where to find
    them.

37
Last but not least, create and maintain a superb
website
  • Not a good onea GREAT one
  • In todays world, even a small Chamber can look
    big
  • Link it everywhere you can
  • Fastest-growing segment of business is online
    shopping how are you cashing in?

38
5)Dazzle your members with great customer
service
39
J. Conrad Levinson said it
  • Its not enough just to be interested in the
    customer. You have to be obsessed with the
    customer.

40
  • All success is built upon exceeding expectations

41
The 3 Magic Letters of Business Success
  • E Q N
  • Easy Quick Nice

42
The 5 Golden Rules of Great Customer Service
  • You dont get a second chance to make a first
    impression
  • Its not just what you say, its how you say it
  • Your staffs attitude is contagious and will
    infect the customer
  • High-tech will never replace high-touch
  • Great member service is everyones job

43
One of the most difficult parts of running a
Chamber like a business is figuring out how to
measure success
  • Membership growthslam dunk
  • Balanced budgeteasy to identify
  • Building up reservesa good yardstick
  • But so much of what you do is not easy to
    measure
  • The metrics may end up to be subjective, but
    thats the nature of Chamber work

44
My concern about measuring success comes from
Warren Buffett
  • Sometimes I think organizations shoot an arrow
    of success at a canvas and then carefully draw a
    bulls-eye around it.

45
You cant talk your way out of problems that you
behaved your way into.
-Stephen Covey
46
Final thought None of this is easy
  • Norm on Cheers
  • Its a dog-eat-dog world and Im wearing
    milk-bone underwear.
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