At the W.A.C.E. Conference last week in Las Vegas, I sat in on a session titled, “Communicating Value…Messaging That Works.”   There were three speakers who each presented different ideas on how their chamber creates, measures or delivers value.  However, I felt that all of them missed the mark a bit on how to communicate that value.

I thought that Brad Hicks, President/CEO of the Medford/Jackson County OR Chamber, came the closest to explaining how to communicate the value.  (BTW, Congratulations to Brad on winning the W.A.C.E.’s Executive of the Year award.  Brad’s chamber is a WebLink client.)

Brad mentioned that value is about both the “macro” and the “micro.”   He also discussed that his chamber is promoting connection rather than participation and that his staff is working to develop stronger relationships with members.  I love this approach!   In the age of constant online connections and virtual everything, a phone call or face-to-face meeting with a chamber staff person is usually a welcome interaction for chamber members.   Many member don’t have time to participate on committees or attend events, so ask them if they are comfortable with their level of connection, instead of telling them to “get involved.”

These personal conversations are a great way to reach out to members, ask them about their business and LISTEN to their concerns and successes.  And you can use this opportunity to explain the macro reasons for being a member of your chamber such as how your chamber works to create a strong local economy and advocates for business in the halls of government.   These conversations can help explain the high-level benefits your chamber offers.

But, how are you handling the micro portion?  Can you use technology to track, monitor and communicate value that’s specific to each member?   For your members to make their own decisions about the value your chamber provides, you’ll need to provide them details on the referrals they’ve received, discounts used for office supplies or health insurance, events attended, sponsorships completed or any other benefit that can be tracked.   Can you demonstrate to each member what your chamber did specifically for their business?   Find a way to track this information in your member management software. Then, use this data to communicate the value to each member. Use email, letters, phone calls – anything – as long as you speak to specifics.  

You can speak to specifics somewhat in your newsletter and blog posts, as well.  Wherever possible, use real life examples of how a certain issue affects your members.  Rather than state that “the Chamber stopped a tax bill that would have cost area businesses $1.3 million,” find members to give you specific examples.  Something like “Joe Smith, owner of Speedy Dry Cleaning, has 6 full time employees.  He estimates the defeat of the tax bill will save his business $1,500/year” carries more weight than large, generic numbers.  Weave in examples from several different sizes and types of businesses so your members can find one they can identify with.

When it comes time to renew their membership, your members want a way to equate the dollars they spend to the value they’ve received.  And the decision about value is THEIRS.  Make sure you give them all the tools to make that decision in your favor.