The look of business is changing for chambers. No longer is everything brick-and-mortar on Main Street. Your members may still be, but if they’re the only ones in your community you’re reaching out to, you’re missing a large chunk of businesses.
There are 53 million people in the United States doing freelance work. That’s approximately 34% of the work force. While some of these freelancers have jobs with more traditional companies, many of them are looking to eventually branch out on their own.
Etsy, and other Internet service sites, are now helping crafty people bring their wares to the world with very little start-up costs. In addition to freelancers and Etsy sellers, there are a growing number of home-based businesses and solo entrepreneurs. The services sector is exploding, thanks in part to the Internet.
How Can the Chamber Reach the Growing Services Industry?
You won’t do it through traditional networking meetings. While marketing is critical to their business, traditional networking with a firm handshake is not. These businesses thrive on the Internet. Yes, they need their name out there, but they can do so online. Offerings such as social media seminars and web-building basics may be more of a draw for these non-traditional businesses than breakfast networking.
They also can’t afford the cost of chamber dues. True the price may only be $10-16 a month, but paying them up front is a costly undertaking for a company that most likely got started online for less than that. A tiered dues structure with a new business discount would work well in enticing these businesses to join.
Remember they’re not relegated to selling locally. There’s no need for them to join your community chamber. You must make it worth their while.
Make the sell about what you can do for them. How can you get them more exposure? How can you help them build their brand recognition? How can you help them learn the things they don’t know? How can your resources be shared with them (i.e., technology, meeting rooms, copiers, etc.)? New businesses often need office equipment but not often enough to buy it outright the first year or two of operation. Sharing your resources can be a lure to join for a new business.
Knowing what these independent businesses need will help you speak to them and bring them on as members, but chances are you’re going to have to change some things at your chamber to do so. With the growing numbers of solopreneurs, it won’t always be an option to change. At some point it will become a mandate.
