Managing Multiple Sales Platforms & Maximizing Revenue Opportunities Robert Heidt Manager Membership Development Events & Sponsorships Las Vegas Chamber of Commerce

How to successfully navigate the non-dues revenue “selling” seas!

Your Chamber offers multiple products to generate non-dues revenue… Your Chamber has multiple objectives and serves various roles within the community… Your Chamber associates have limited time to meet organizational goals…

Choose a targeted approach Know your Chamber objectives Know your team members roles Know your Chamber options Know your audience Know your opportunities

Setting the course Your Products Your Chamber Your Members Options Objectives Memberships Advertising Sponsorships Promotions Events Government Advocacy Networking Publicity Credibility Community Development Business Education Your Members Opportunities Influence Exposure Awareness Involvement Sales Profits

When your Chamber objectives and products intersect with your members’ needs you arrive at a mutually beneficial destination.

What’s your forecast? Storm front Clear and calm

What’s on your Chamber’s sales radar screen? How does your Chamber target multiple revenue opportunities and challenges? What’s on your Chamber’s sales radar screen? How does your Chamber deploy staff for maximum impact and minimize opportunity loss?

How would you like to travel? Row boat Luxury Cruise Ship

Keys for ‘clear’ sailing Map it out Manage passengers & crew expectations Keep radio working Make it an adventure Have alternative route options

Plan

Map it out Strategize Budget Set Goals Start with a selected group of members and choose members/prospects that have the right resources; have lots of options and packages to fit all budgets Align your Chamber’s planning process with member budgetary fiscal or annual business cycles; work at least 6-8 months ahead Set Goals Set realistic timelines and measures to ensure your revenue targets are being met; choose benchmarks and targets that are attainable

Relate

Manage expectations Build Grow Nurture Respect Responsibility Follow-up Thoroughness Honesty Fairness Negotiate Trust Support Accountability Nurture Caring Clear Empathy Listen Learn

Communicate

Keep the radio working Cohesive Consistent Collaborative Share information regularly with others personnel and departments in the organization effected and interacting with members Ensure your customers are constantly informed about new options and additional opportunities Collaborative Bring both sides together often and serve as facilitator to coordinate Chamber efforts

Create

Make it an adventure Chamber Programs Member Needs Customized Packages Sponsorships Packages Venue Exposure/Exhibit Promotional Support Event Underwriting Advertising- Print/WEB Associate Memberships Influence Recognition Publicity/PR Awareness Exposure Sales Customized Packages Identify hard costs Calculate perceived value Maximize package options Exceed member ROI expectations Serve as an account lead

Flex

Have alternative routes Proactive Agile Anticipate the need to have backup plan options and seek out additional prospects Offer options and alternatives as needed to keep member onboard and engaged; course correct if targets are missed Resourceful Martial the collective strength and expertise of your organization to meet the specific members needs

Essential navigation tools Calendar of activities 6-8months ahead Set budgets for each event Create comprehensive sponsorship/ad plans “sales sheets” per event Offer accounting options Track and measure progress

Create custom packages Calculate hard costs and establish a break even hurdle F&B, facility charges, incidentals, logistics, décor, payroll, marketing etc… Quantify member value Provide data on # of impressions, touch points, and possible media coverage or publicity plans Establish tiered levels participation for each event Allow for multiple “buy-in” options Facilitate communication among all departments Include Membership sales, ad sales, finance and marketing Be flexible on accounting Possibly provide by event monthly, quarterly or annual “lump sum” options Help the member find their dollars The member has internal sources of funds that can found in other areas the business

Chart your success Organize presentations Share your plans Document contacts & communications Journal transactions & keep records Lead the activities

Bon Voyage…

Las Vegas Chamber of Commerce Robert Heidt Events Manager Las Vegas Chamber of Commerce rheidt@lvchamber.com 702.641.5822 ext. 266