Tiered membership is the way most chambers are moving. It just makes more sense with today’s members. But as much as it may benefit them, some members…okay, most….hate change. The way you introduce the new system can have a huge impact on its success. While you may understand the benefits of rolling out the new system, some members will need to be convinced. Frequently.
We’ll assume you have a fantastic new tiered program with thoughtfully constructed tiers that are just what your membership needs. Showing someone they’ll get more benefits for more money is only impressive when they really want those benefits. If not, they’ll see your tiered program as merely an increase in their dues. But that’s a blog post for another time. For this one, we’ll assume pricing and value are just right.
So how do you ensure your new program is successful?
The first is obvious. Communication. No one wants to feel like they’re being left in the dark, nor do they want to feel like they’re only getting part of the information. If you over-sell the tiers, people will wonder what the “catch” is. But if you don’t explain the tiers well, people won’t understand what they’re getting.
Convincing Members to Embrace Tiered Memberships
The other way to ensure success in the adoption of a tiered membership is expressing the desire behind it to offer a more personalized membership that better fits the member’s specific definition of value.
Why are so many people dropping cable?
Because they pay for tons of channels they never watch. The cost outweighs the value. People no longer care that they get 186 channels because they only watch 2 and they can stream the rest.
This is also a good explanation for tiered membership. Why should members want to pay for benefits they’re not using? Why not stretch their membership dues to include things they do find value in?
Tiers offer a “your way” approach to membership that can be very enticing when explained that way. Consumers love personalization. It’s one of the top trends in marketing today. If they understand tiers are bringing your chamber in line with what larger organizations are offering — like the personalized attention they get with big retailers of Amazon and entertainment channels like Netflix, they may be more supportive of the change.