The U.S. Chamber of Commerce reports that it is the world’s largest business federation, representing more than 3 million businesses. Maybe your portable restroom company is one of them, or maybe you are thinking of joining your local chamber organization. Joining shouldn’t be a given for a small business, however. It is not a requirement for doing business anywhere and a smart businessperson looks at it the same as any other marketing expense and weighs its value.
WHAT IS A CHAMBER?
A local chamber of commerce will have members from a wide variety of businesses all from a specific geographic area — sometimes a city, sometimes an entire county or multi-county area depending on population density. Typically, most local chambers are affiliated with state and national organizations.
Chambers organize social and business events throughout the year where members can develop relationships with each other. Many host educational events for members and an annual business expo.
WHAT DO YOU GET?
When you join, you become both the chamber’s customer and its representative. You pay an annual membership fee, which varies by chamber and can depend on the size of your business. For that fee you will generally receive a nice plaque to hang in the office stating that you are a member, and a standing invitation to all chamber events for a year. Some of these events will be free to members and some will cost extra.
The most important benefit to many businesses is that they are both listed in, and receive access to, a directory of chamber members.
Membership will also cause your e-mail inbox and postal mailbox to be a bit fuller. You’ll start receiving whatever publications the chamber produces — a chapter newsletter, local business magazine and/or promotional materials for chapter events.
Some chambers offer other benefits as well, including discounts on products and services from specific providers through group purchasing agreements they have with the chamber. All chamber members might get a 10 percent discount at a local office supply store, for example. And some organizations offer group insurance opportunities to members.
Free publicity for awards your business receives or other developments you alert the chamber to can be another benefit. For example, some chambers will send their “ambassadors” to do a ribbon cutting if a member opens a new location and will then publish photos from the event in chamber publications and send them to local media outlets.
In addition to the opportunities to learn and network, you also will be invited to give back to the community through chamber involvement. Serving in a leadership role in the chamber can be a benefit to your company because it can raise visibility and credibility in the community.
HOW TO DECIDE
To check out your local chamber of commerce, pay a visit to its headquarters and ask for membership information. You will probably get a heavy sales pitch, a heap of reading materials and a tour of the offices. You can usually attend a few events as a non-member to get a feel for what it’s like. Also, ask for the names of members you can talk to about their experiences. Remember, in some respects they view you as a potential “sale,” so take your time and don’t feel pressured.
If your business covers a wide geographic territory, you might have a couple of local chambers to consider. Some businesses see a benefit to joining more than one; others join the one located where they most want to build their business or the one that simply seems to be more active or a better fit for them.
POSSIBLE DOWNSIDES
There are some other things to consider when joining a chamber. First, don’t just pay your membership fee and then expect to have the entire membership lining up to do business with you. You’ve got to put in some time attending events and networking. Joining just gets your foot in the door. Chambers exist to stimulate and support the entire business community in the area, not to supply members with leads or business. You’ve got to do the actual networking yourself, and that can eat up a lot of time.
Also, be aware that a chamber is a lobbying organization with the goal of persuading lawmakers on a local, state and national level to do what’s best for business. Their philosophy is not strictly Republican or Democrat, but “pro business.” So, what the chamber believes is good for business might not jive with your political philosophy. You may not always agree with a stand they take or a candidate they endorse. So if you’re the type of person who can’t tolerate being a card-carrying member of an organization that takes an official stand opposite of yours, membership may not be for you.
Another consideration is that while it can be advantageous to be listed in the membership directory, it also opens you up to a flood of solicitations, both by phone and e-mail. Not only do you see the entire chamber membership as potential customers; that’s how they see you as well.
MORE OPTIONS
If you think your business could benefit from more local networking, joining a chamber of commerce is one of many options. Next month I’ll explore the pros and cons of other small business networking group opportunities. In the meantime, let me know how membership in local groups has benefited your business, and what organizations weren’t worth your time and money.
