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

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

3. 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…

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

5. 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

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

7. What’s your forecast?
Storm front
Clear and calm

8. 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?

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

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

11. Plan

12. 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

13. Relate

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

15. Communicate

16. 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

17. Create

18. 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

19. Flex

20. 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

21. 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

22. 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

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

24. Bon Voyage…

25. Las Vegas Chamber of Commerce
Robert Heidt
Events Manager
Las Vegas Chamber of Commerce
ext. 266