If you’ve made the switch from fair share to tiered dues (or you’re thinking about it), you may have been concerned over a large company choosing a small tier. Maybe you have thought about only allowing small tiers to be for small companies by introducing limits based on employee size. But is that just doing more of the same under fair share but slightly modified.
Are you curious what other chambers are doing?
This question came up on the Chamber Professionals Group on Facebook and here’s what they were saying:
What to Do When a Large Company Wants a Small Tier
There’s an obvious concern when this happens because you’ve relied on a certain amount of revenue that came in from the large company. If they switch to a small tier, you’ll lose that. So what can you do? Should you allow it to be an option or place minimums on which companies are eligible for small tier membership?
At first glance, there are two options: you allow them to select it or you don’t. If you want to place limits on it, you should have those fleshed out before you roll out the tier options.
But there is a third option. When you go to “sell” the membership options to larger companies, or when you roll it out to your larger investors, you simply bring only those that will be of greatest benefit to them, the larger tiers. That’s exactly how the South Tampa Chamber of Commerce handles it. Smaller tiers are available but only if they ask for them.
The real question when a larger (current) investor is attracted to a small tier is “why.” The choice speaks to a lack of perceived value. If they felt they were getting their investment’s worth, they would continue at a higher level. So the sales pitch shouldn’t focus on which tier but how can we bring you the most value for your membership investment.
When rolling out tiered membership, it’s extremely important to have one-on-one conversations with the members so they understand the new choices but select something that will give them the value they long for. If you leave it to them to simply look at a list and make a choice, they may allow price to dictate the decision.
Want to talk with chamber professionals who have had similar situations? Join the conversation here.
Must read for all Chamber Professionals...